subject: An Overview of Online Email Marketing Systems [print this page] An Overview of Online Email Marketing Systems
Online email marketing is among the key fundamentals for a business that is serious about leveraging the power of the internet. In contrast to more conventional forms of marketing, the use of email creates an instant method of providing material to both prospects and customers alike. Additionally, the response of those individuals can be followed, providing the company owner with information that can help refine additional marketing efforts in the future.
There exists three essential elements essential when formulating an e-mail focused marketing strategy on the web. The first element is an effective subscription or "optin" system. This system does two critical processes. The first process is creating a process by which prospects and customers can subscribe to receive recurring content broadcast by the business through e-mail. The second process is what is usually known as the "double optin" feature. Which means a list subscriber is asked to verify their subscription request through a separate e-mail prior to being put on the e-mail marketing list. This second process is created to comply with anti-spam laws and decrease the quantity of unsolicited email claims.
Another crucial ingredient of the marketing strategy is the use of an email auto responder system. This system automates the process of follow up with those that have registered and authenticated their subscription. A series of follow up emails are created as well as the time frame that they are to be delivered. Most email autoresponders will allow for multiple subscriber campaigns to be created, this functionality gives the business owner the power to run multiple online email marketing campaigns simultaneously. This is tremendously useful for those who are looking to promote multiple product lines or run recurring short term promotions.
One more critical element in an effective online email marketing strategy is a contact management system. This system automates the task of managing the subscriber list. An example of this would be the automatic purging of a person who clicks the unsubscribe link in the marketing email. This system would instantly change the subscriber's status to unsubscribe and no additional email would be received by the former subscriber.
These key features are generally bundled with each other and offered on a monthly enrollment basis by email service providers. Along with these types of features many vendors offer subscriber analytics and tracking, so that the business owner can target upcoming promotions on people most receptive to the content being presented. Other beneficial tools include customizable lead capture forms, social media integration and hosted lead capture webpages.
Any savvy business person recognizes that the key to long-term success comes from developing a profitable marketing list. The systems and technology available today make the process of online email marketing both cost effective and manageable for companies of all sizes.
