Email Marketing

Email marketing is done to enhance the sales and it is very a powerful part of e- promotion strategy. Emails are very low cost, still permission or opt-in Email can have a much higher response rates than traditional Email or direct marketing. In the process of Email marketing newsletters, special offers, update contact details etc, are sent to the customers or potential customers.

Email marketing is done by building lists of recipients who have agreed to receive mail and also the broad nature and purpose of the Email content. For most businesses previous customers are a prime target for Email marketing to generate repeat sales. These services work in conjunction with a company's existing marketing strategy and can be segmented and recorded to analyse the results at each step. Email marketing solutions empower clients to track the results during each step of the process, and check the return.

Email marketing comes under the major heading of direct marketing and the electronic mail is used as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered as email marketing. However, the term is usually used to refer to:

  • Sending Emails with the intention of enhancing the liaison of a merchantable product/service with its present or previous customers and to give confidence customer loyalty and replicate business.
  • Sending Emails with the purpose of acquiring new customers or convincing old customers to buy something right away.
  • Adding advertisements in Emails sent by other companies to their customers.

Email marketing is popular with companies as is shown by some of the benefits highlighted below:

  • It is exceptionally inexpensive. While in the process of direct mailing or printed newsletters the costs are very high. The advertiser does not pay for production, paper, printing or postage.
  • It has instant effect because an email arrives in a few seconds or minutes, as opposed to a mailed advertisement.
  • It allows the promoter to push the message to its audience, as opposed to a website that waits for customers to come in.
  • It is easy to get feedback. Promoter can track bounce-backs, positive or negative responses as well as rise in sales.
  • If it is executed in the correct manner then it can prove to be successful.
  • Users generally logging on to the internet as a general trend have normally done so to check their emails.
  • A variety of other things can be done with the help of email marketing.

Besides all of the above benefits there are many companies that use Email marketing to communicate with existing customers, but there are also others which send unsolicited commercial Email, also known as spam. Illegal Email marketing pre- dates legitimate Email marketing, in the early days on the internet it was not permitted to use as a medium for commercial purposes. As a result, advertisers attempting to establish themselves as legitimate businesses in Email marketing have had an uphill battle, hampered also by criminal spam operations billing themselves as legitimate.

There has been a huge volume of spam Email on the internet, spam filters are devised and now are essential to most users. Some marketers report that legitimate commercial Emails frequently get caught by filters, and hidden; however, it is somewhat less common for Email users to complain that spam filters block legitimate mail. Companies considering an Email marketing program should make it clear that their program does not violate spam laws, as well as their internet provider's acceptable use policy. Even if a company follows the law, if internet mail administrators find that it is sending spam it is likely to be included in blacklists.

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