E-mail marketing is a form of internet marketing that involves sending emails to previous, current and potential clients to encourage repeat or new business.
E-mail marketing uses digital mail as a direct form of marketing to establish contact with pre-existing as well as potential clients and customers. It is a adaptable, efficient, and inexpensive means to communicate. It can be used to inform clients of changes in services, location, goods, staff, management and so on, special offers, send invitations to seminars, conferences or other special events, or encouraging customer loyalty and repeat business. This enables the company to update and engage clients in an innovative manner.
These e-mails can be created in many different formats. They can simply be a traditional letter with just text, or elaborate as an interactive multimedia presentation with graphics, sound and animation. The e-mail can be interactive with hyperlinks that take the reader to a website, or with a form to be filled in and returned by e-mail. It can be a digital newsletter with pictures, contain attached documents such as annual reports, or be in the form of an e-card.
The system of opt-in or permission marketing should be used with e-mail marketing as a safeguard to ensure that your newsletter does not become spam. This involves the recipient of the e-mail consenting to receive the e-mails, so it is not unsolicited. The advantage of this is that the e-mail will be more personalized and relevant, rather than being a mass and untargeted advertisement. The user will only receive e-mails about the topics they are really interested in.
Advantages of E-mails
E-mails have many advantages over more traditional marketing methods, whether printed newsletters and catalogues, or television and radio advertisements. E-mail is a much more cost effective marketing option compared to traditional marketing means because there are no printing costs required. Cutting out the need for printing also makes digital e-mailing a more environmentally friendly option. The delivery time for an e-mail message is almost instantaneous, and due tot eh development of tracking software it is much easier to determine who actually reads your e-mails and what they are interested in. As a result, an exact return on investment can be measured and enables tuning and refining of techniques.
E-mail marketing is a pro-active method of advertising, pushing its message to potential customers by delivering it directly to them rather than just waiting for customers to visit a website or calling a phone number. It can generate repeat business affordably and automatically with a database of opted-in e-mail addresses and contact details, companies can simply select to send to all recipients or just a specific segment.
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