What is Email Marketing?

Email is a tool that even the most novice of web users understands and uses on a regular basis. Almost everyone today has at least one email address; and most people have more than one. It’s no wonder then that email marketing is one of the most widely used (and abused) online marketing techniques around.

Still, a lot of confusion seems to exist around what exactly email marketing is and how it should be used, so this article will provide descriptions and examples of email marketing from multiple authoritative sources.

 

What is Email Marketing – Methods

The folks at Email Marketing Reports help provide some initial clarity on the topic by highlighting the 3 most common methods of email marketing:

 

  • Sending direct promotional emails to try and acquire new customers or persuade existing customers to buy again (“direct email”)

  • Sending emails designed to encourage customer loyalty and enhance the customer relationship (“retention email”)

  • Placing your marketing messages or advertisements in emails sent by other people (“advertising in others’ email”)

 

What is Email Marketing – Permission

One other critical component that defines email marketing (at least the professional, responsible take on email marketing) is the idea of permission. Again, Email Marketing Reports sheds some light:

“Essentially, you need an email address owner’s permission before you can send them a commercial email. If you don’t have this permission, then the recipients of your mail may well regard your message as spam; unsolicited commercial (bulk) email.”

What is Email Marketing – Tips for Success

D.E. Web Works – an email marketing agency – offers marketers these simple tips for email marketing success:

Avoid Spam Filters

All email services include automatic tools that will prevent messages that look like spam (or electronic junk mail) from even entering users’ inboxes. When developing and sending email marketing campaigns to your audiences, it is essential to avoid email headlines and content that trigger spam filters and may keep your message out of your customers’ eyesight.


Target an Audience

As with any marketing activity, email marketing results are more effective when messages are focused toward a specific audience. If you are using email marketing to promote your business or product, it makes sense to target people who have already expressed some sort of interest in your message or what you have to offer. This is where email signup and subscription forms become essential.



Track and Monitor Progress

Email marketing software tools like AdWeber, Constant Contact, and MailChimp offer pretty detailed stats on how many of your recipients opened your email marketing messages, how many clicked on links, and how many shared the message with others in their network. All valuable information that can help you continually refine your email marketing efforts.



Form a Relationship

The most successful email marketing efforts create a sense of anticipation from recipients. If your email marketing campaigns include quality content that meet your audience’s needs, your audience will come to look forward to receiving emails from you.


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