Email marketing is direct marketing a commercial message to an individual using email. In its broadest sense, every e-mail sent to a prospective or present client could be regarded e-mail promoting. It usually involves using e-mail to post ads, request organization, or obtain sales or charity , and is expected to develop loyalty, trust, or brand attention.
Marketing via e-mail can be done to either sold lists or present customer database. Generally, the term is usually used to refer to:
Sending information with the objective of improving the relationship of a merchant with its present or past clients, to motivate client loyalty and do it again business.
Sending information with the objective of acquiring new clients or convincing current customers to purchase something immediately.
Adding ads to the email sent by other companies to their customers.
The researchers projected that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016.
Advantages of E-mail marketing
Email marketing (on the Internet) is popular with companies for several reasons:
Email’s immediacy decreases delay in interaction, enabling companies to run more efficiently and smoothly.
An actual revenue for investment can be monitored (“track to basket”) and has proven to be great when done properly. Promotion via e-mail is often reported as second only to search marketing as the most effective internet marketing or online marketing technique.
Email Marketing is a considerably less expensive and quicker than conventional email, mainly because of heavy cost and time required in a conventional email campaign for producing the printing, artwork, publishing, dealing with and emailing.
Advertisers can achieve significant numbers of e-mail subscribers who have decided in (i.e., consented) to get e-mail marketing communications on topics of interest to them.
Almost half of United states Internet surfers check or deliver e-mail on a common day, with e-mail explosions that are delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.
Email is common with digital marketing experts, rising an estimated 15% in 2009 to £292m in the UK.
Disadvantages Of E-mail marketing
A review of the report from the e-mail services company Return Path, as of mid-2008 e-mail deliver ability is still an issue for genuine marketers. According to the review, genuine email web servers averaged a distribution rate of 56%; 20% of the messages were refused, and 8% was filtered.
Companies considering the use of an email marketing program must make sure that their program does not breach junk laws and regulations such as the United States’ Managing the Attack of Non-Solicited Porn and Marketing Act (CAN-SPAM), the European Privacy and Electronic Marketing communications Rules 2003, or their Website’s provider’s appropriate use policy.