What Is Email Marketing

October 19, 2018 / GuidesFor Team

Email marketing is a form of direct marketing that makes use of electronic mail to build brand awareness, build customer loyalty, and push forward a profit-generating information campaign to a specific audience. In its simplest sense, email marketing is interacting with customers through a vibrant and powerful digital message.

Email marketing – as a tool that seeks to enhance relationships with loyal and potential clients – has quickly become an essential tool for business since the introduction of the Internet to the world. The great advantage of email marketing is in its usability and wide reach. Email marketing can be personalized, meaning you can send a message not only to all your clients but also to particular groups for targeted marketing. Marketing via email helps maintain businesses keep in touch with clients, and over time enhances sales and customer loyalty.

How email marketing works

The marketing industry has changed drastically over the last decade. With the rise of the internet, social media, and online advertisements, email marketing has become the equivalent of direct mail sent to customers’ mailboxes. Essentially, email marketing is a campaign sent directly to an individual’s inbox with the aim to advertise. Technically, all commercial emails could be considered email marketing, but purposeful email marketing incorporates a call to action on the part of the recipient.

Companies begin by curating email marketing lists comprised of customer information and/ or references as well as email addresses which act as sales leads. The content is the most important part. In order for email marketing campaigns to gain traction and bring about results, the messaging should be enticing and most importantly, bear a clear and encouraging call to action.

Email marketing can easily reach target markets while eliminating the need for other modes of advertising like print media, television or radio – all of which can be quite expensive. Effective email marketing software can maintain an email list and segment the same based on a range of factors and attributes. Emails can then be sent to specifically targeted people within your mailing list. A key part of email marketing is tracking progress and bringing about results which will enable companies to improve future email marketing campaigns.

Email marketing is an effective tactic and compared to other marketing methods, has a number of significant advantages. Below are three of the most notable benefits which email marketers can enjoy:

  1. Flexibility: One of the best things about email marketing is the fact that it’s a viable marketing strategy for any business. From real estate to textile and even professional consultancy, you can grow your business using email marketing because it entails promotions on practically anything related to your industry. Likewise, as mentioned earlier, email marketing is extremely customizable and enables marketers to reach out to consumers using relevant and personalized messages.
  2. Breadth of reach: It’s easy to imagine that social media is the most efficient way to reach customers. However, the reality is, there are over a billion Facebook users and an estimated 5 billion email accounts worldwide, reports Radicati. Moreover, email addresses are typically necessary to open social media and other digital accounts. In today’s world, email is the international courier of online communication and is the practical means of connecting with loyal and prospective customers.
  3. Cost-effective marketing: Email marketing is not only easy and effective but it’s also inexpensive. Through digital messages, business owners can reach a vast number of customers instantaneously at a rate of mere pennies per message. According to a joint study by Forrester Research and Shop.org, some 85 percent of US retailers see email marketing as one of their most effective tactics for client acquisition. Any fees associated with email marketing would likely come in the form of a manageable one-time payment, be it in your data management or email campaign software.

Business growth

Email may be an old tactic but in this day and age, it remains a vital mode of interaction. This is most worthwhile for companies that are establishing themselves as customer-friendly firms. More and more businesses are using email marketing to stay connected to the company’s purchasing base. Efficient email campaigns have helped business grow: as efficient marketing aids in the retention of current clients and prospective customers; and as a powerful brand-building tool.

There are a number of reasons why email marketing has been the go-to approach for businesses all over the world. One of the reasons email marketing has been so successful is because it utilizes text as well as rich media formats that can provide eye- catching and appealing aesthetics to your product or services. Email marketing allows a business to capture the attention of the potential customer.

Likewise, with the instantaneous flow of communication through digital channels, businesses appreciate the prompt manner in which email allows companies to reach out to clients and receive feedback in a prompt manner.

Moreover, commerce requires organizations to utilize funds both effectively and efficiently. In this time of big data, marketers can easily monitor the performance of marketing campaigns through real-time interaction tracking. This provides critical insight on the company’s return on investment as well as preferences and behavioral tendencies of customers.

The big appeal of email marketing is its adaptability. Businesses from major conglomerates to small mom-and-pop shops have leaned on email marketing as a tool that facilitates business growth at all levels. Not only does email marketing even the playing field, it also provides personal interaction while offering cost-effective options to marketing directly to one’s target market.

Email marketing is a medium that goes beyond simply using an available tool into mastering digital strategies that can support business development.

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