Growing revenue with email marketing

A decade ago, email was a highly personalized form of communication used by only a handful of people

. Oh, how the times have changed! Now email is not only a personal communication channel used by a few people, it's a communication channel used by virtually everyone for personal communication and for direct marketing. Direct email software, now commonly called email marketing, is cost-effective, efficient, easy to monitor, gives you a good return on investment and generates revenue.

In the beginning, email marketing was less regulated, less personal and less effective. The idea was basically this: marketers would creative massive mailing lists of people who hadn't opted to receive emails and bombard them. Eventually, the marketing message should have gotten through, right? Well, no. These tactics were obviously unsuccessful. Since then, legislation has been put into place that attempts to stop the sending of unsolicited marketing messages. In the United States, the CAN-SPAM Act of 2003 established the first standards of sending commercial email.

Now, email marketing relies on subscribers who have opted to receive the messages; this means that the subscriber has knowingly supplied his or her email address to a company or business. Similarly, email marketing success is no longer measured by how many emails were sent, but by the activity of the mailing list. Basically, the more subscribers who take action after opening and reading the message, the better.

These actions are more important than the number of people on the list. Another big change that has occurred has been the advent of social media. Now, it's possible to share email newsletters on social sites. Combining these two powerful types of media is easy and makes for a powerhouse online marketing solution.

Email marketing has clearly changed since its inception, and now it's also a great revenue generating medium. An email newsletter can peak interest in a new product to encourage sales, or it can lead subscribers to go ahead and buy some item they've been looking at for awhile. Not only is email a wonderful way to increase brand visibility, but it's a great way to generate revenue.

Growing revenue with email marketing

By: Lewis Mossman

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