Email marketing
Email marketing can allow you to create targeted and personalized messages this can help you to build meaningful relationships with your customers it can also improve response rates to your direct marketing campaigns.
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Email marketing is the act of sending a commercial message typically to a group of people using email. In its broadest sense every email sent to a potential or current customer could be considered email marketing involves using email to send advertisements request business or solicit sales or donations.
Email marketing strategies commonly seek to achieve one or
more of three primary objectives to build loyalty trust or brand awareness. The
term usually refers to sending email messages with the purpose of enhancing a
merchant's relationship with current or previous customers encouraging customer
loyalty and repeat business acquiring new customers or convincing current
customers to purchase something immediately.
Email History
Email marketing has evolved rapidly alongside the Technological growth of the 21st century Prior to this growth when emails were
novelties to the majority of customers email marketing was not as effective. In
1978, Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first
mass email.
Email marketing developed as an effective means of direct
communication in the 1990s users increasingly began referring to it as
"spam" and began blocking out content from emails with filters and
blocking programs. In the effectively communicate a message through email marketers
to develop a way of pushing content through to the end user without being
filters and spam removing software.
Email marketing measure the effectiveness of marketing campaigns because target markets cannot be adequately defined. Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency. [citation needed] Email marketing allows marketers to see feedback from users in real time and to monitor how effective their campaign is in achieving market penetration revealing a communication channel's scope. At the same time however it also means that the more personal nature of certain advertising methods such as television advertisements cannot be captured.
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| Email-Marketing |
Transactional emails
Transactional emails are usually triggered based on a
customer's action with a company. To be qualified as transactional or
relationship messages these communications' primary purpose must be facilitate
complete or confirm a commercial transaction that the recipient has previously
agreed to enter into with the sender along with a few other narrow definitions
of transactional messaging.
Advantages
of email marketing
Email marketing Cost effective the costs of email marketing
can be much lower than many other forms of marketing. There are no advertising
fees, printing or media space costs. Permission-based - your marketing list
will be made up of people who have actively chosen to receive email
communications from you. Customers who are genuinely interested in your
products and/or services are more likely to engage with your business.
Flexible design you can send plain text graphics or attach
files whichever suits your message best. A choice of design options gives you
scope to convey your business branding. Scalable - email marketing can be used
to reach large audiences or smaller targeted lists.
Email marketing you can personalize messages. You can also
segment your marketing list so that your customers receive messages from you
that they are interested in this will help boost their engagement with you. Shareable
it's easy for people to forward and share your email content building your
reputation by word of mouth or viral marketing. This may help influence new
customers to become followers of your brand.
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| Email Marketing |
Email marketing Conversions and increased sales - if you have a new promotion people can click on links and follow your call to action immediately is also effective at every stage of the buying process. For example, you can influence someone to choose your product nurture the customer relationship post transaction and also encourage future purchases.
Measurable - you can evaluate the success of a campaign by
using web analytics software. You can easily test different copy subject lines
and designs to see which is most effective. This allows you to optimize future
campaigns.
Benchmark - you can compare your results against others in
your industry. There are many free email marketing benchmarking reports
available - you will find these by searching online. Benchmarking data can help
you to evaluate and priorities improvement opportunities.
Test before you send - A/B testing of subject lines,
calls-to-action, personalization, email copy, images or messages ensure your
email content is as effective as it can be before you send it.
Real-time marketing - through email marketing you can
connect with customers in real-time. Using automated triggers, such as website
activity, recent purchase or shopping cart abandonment, you can reach the right
audience, at the right time, in the right place and with the right offer.
Disadvantages
of email marketing
As of mid-2016 email deliverability is still an issue for
legitimate marketers. According to the report, legitimate email servers
averaged a delivery rate of 73% in the U.S.; six percent were filtered as spam,
and 22% were missing. This lags behind other countries
Companies considering the use of an email marketing program
must make sure that their program does not violate spam laws such as the United
States' Controlling the Assault of Non-Solicited Pornography and Marketing Act
(CAN-SPAM),[9] the European Privacy and Electronic Communications Regulations.
Spam - commercial email or 'spam' irritates consumers. If your messages aren't targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive. The click through rate' for untargeted emails is likely to be very low. See email marketing and privacy law.
