E-mail marketing is sending a commercial message to a group of people using electronic mail called e mail. In the simplest sense, every email sent to a potential or current customer is considered as email marketing. These marketing emails usually involves using email to send ads, request business, or donations or solicit sales and any email communication that is meant to build loyalty, trust or brand awareness. E-mail marketing can be done to either a previous list of customers or current customer database.
The term email marketing is usually used in terms of sending e-mail messages for enhancing the relationship with a provider with its current or previous customers, to encourage or increase customer loyalty and repeat business. It also refers to sending e-mail messages for making new customers or convincing current customers to purchase something immediately and adding advertisements in email messages sent by other companies to their customers are few reasons why we use email marketing.
There are basically four email marketing types. The first type is emailed newsletters; these are those emails which are sent directly out regularly to a list of subscribers, customers. The primary behind email newsletters is the purpose to build upon the relationship of the company with their customers. Second type is Transactional emails; these are those emails which are usually triggered, and these are based upon a customer’s action against a company. The primary reason behind transactional email is to convey information regarding the action that triggered it. Transactional emails are very common among many vendors, which give many companies the ability to include promotional messages within the body of transactional emails. Specialized transactional email marketing services are also offered by many software vendors now days, which include providing targeted and personalized transactional email messages and running specific marketing campaigns. Third type is the direct email which involves sending an email only for communication and promotional message. Companies usually select customers from a list of customers or prospect email addresses to send direct promotional messages. Fourth type is a comparison to traditional messages are those emails which are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail.
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There are a few advantages of email marketing, it provides an exact return of investment, and it has proven to be of high benefit when done properly. About half of American Internet users check or send emails, which are typically delivered between 1 a.m. and 5 a.m. Marketing emails are also popular in digital marketers, because they rose an estimated 15% in 2009 to £292m in the UK. Few disadvantages of email marketing are that they reported that issues are also observed in email services company Return Path, as of mid-2008 email deliver-ability is also still an issue for legitimate marketers. According to the report, legitimate email servers have an average delivery rate of 56%. From these 56% twenty percent of the messages were rejected, and eight percent were filtered. Companies which are considering the use of an email marketing program, they must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act.
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