Do you know what email marketing is? It is a kind of direct marketing which uses email to communicate commercial or fundraising messages with a target audience. In a very broad sense, every and any email which is sent to a potential or current customer is part of email marketing. But what constitutes email marketing in the narrow sense?
When you send emails for the purpose of enhancing the relationship of the merchant with the current or previous customers, with the intention of encouraging greater customer loyalty and repeating business, that’s this type of marketing. If you send emails keeping in mind that you want to acquire new customers or even convince current customers to buy something right now, that is email marketing. If you add advertisements to emails which other companies send their customers, that, too, is email marketing.
You would be surprised to know that in the United States alone, some firms spent about 400 million dollars on email marketing, in the year 2006. That’s quite a staggering sum, isn’t it? The basic thing that you need to know is that this type of marketing has many advantages, which makes it very popular with companies. Firstly, it gives an exact return on the investment and that return can be tracked – in fact, this type of marketing comes second only to search marketing, when it comes to effective online marketing tactics. Secondly, the advertiser in question can reach high numbers of email subscribers who have given their consent to be contacted – and can thus send them many emails on many subjects which would interest them.
This type of marketing is very effective because a high percentage of the Internet users check and send emails on a typical day. However, when it comes to marketing, the company must be careful that they do not violate any
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