At its core, email marketing is a tool for customer relationship management. Used effectively, it can deliver one of the highest return on investments of any digital marketing activity. Simply put, email marketing is a form of direct marketing which uses electronic means to deliver commercial messages to an audience. It is one of the oldest, yet most powerful of all digital marketing tactics. This power comes from the fact that it is:
• Inexpensive to create and distribute
• Highly targeted
• Customizable on a mass scale
• Completely measurable
• Easy to send to large audiences
Email marketing’s main strength is that it takes advantage of your customers’ most prolific touch point with the Internet – their inbox.
An intro to email marketing.
Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. Humans have come a long way since then, (Well, we like to think we have) and marketing has too.
The methods of marketing have changed and improved, and we’ve become a lot more efficient at telling our stories and getting our marketing messages out there. Email marketing is the product of modern communication technologies with the age-old marketing principles that humans have always applied.
That said, the specifics are reasonably complex and are best handled piece by piece – that’s where we come in – to break it all down and tackle the parts one at a time.
What is email marketing anyway?
Very simply put, e-marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically, the Internet. The terms e-marketing, Internet marketing and online marketing, are frequently interchanged, and are often considered synonymous.
E-marketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
By such a definition, email marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity.
Ways we can help.
Including an email marketing component is a low-cost way to ensure that your company remains top of mind. Let us show you how to take customized communications one step further with PURLs: personal web pages developed for your individual customers. This way, we can tailor your messages, address each customer by name, and reference information that is specific to him or her.
In the end, what really matters are results. We’ll show you ways to target your messages, increase response rates and measure results for continuous improvement.