Email marketing is a powerful tool for acquiring, engaging, and retaining customers to help your business thrive.
Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency.
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.
In order to effectively communicate a message through email, marketers had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam removing software. This resulted in the birth of triggered marketing emails, which are sent to specific users based on their tracked online browsing patterns.
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.
Because emails are generated according to the tracked behavior of consumers, it is possible to tailor promotional material to their needs and to present relevant details to potential buyers. Because of this, modern email marketing is perceived more often as a pull strategy rather than a push strategy.
Email Newsletters are some of the most common and popular forms of email marketing. Use email newsletters to provide your subscribers with timely, expected, and helpful updates from your brand. Include thought leadership or how-tos, announcements about your product or service, insider-peeks into your business, or any other engaging content that adds value to your subscribers’ inboxes.
• Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.
• Direct email marketing produces higher response rate and higher average order value for e-commerce businesses.
• Email provides a cost-effective method to test different marketing content, including visual, creative, marketing copy, and multimedia assets. The data gathered by testing in the email channel can then be used across all channels of marketing campaigns, both print and digital.
• The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behavior.
