Email marketing
Email marketing is a digital marketing strategy that involves sending commercial messages to a group of people via email. It is used to promote products or services, build brand awareness, and nurture customer relationships. Email marketing can include newsletters, promotional offers, event invitations, and personalized content to engage and convert subscribers.
8 Key excerpts on "Email marketing"
eBook - ePub- Timothy Newman, Jason Peck, Brendan Wilhide(Authors)
- 2017(Publication Date)
- Routledge(Publisher)
...CHAPTER 8 Email marketing Introduction I n order to succeed in today's fast-paced world, businesses need to build and maintain strong communication channels with customers. One of the most cost-effective tools used to engage current customers and develop new ones is Email marketing. According to Internet World Stats (2012), more than 77 percent of the estimated 311 million people in the United States use online resources. Of those who use the Internet, 95 percent use email. However, according to the same source, the U.S. is dwarfed by Asia and Europe when it comes to sheer numbers of Internet users. As of June 2012, Asia had more than 1 billion Internet users, while Europe totaled more than 518 million users. With such a high percentage of people using the Internet and marketers increasingly focusing on developing better and more measurable communications, targeted email is a natural fit for marketers. Email marketing is a cost-effective way to deliver targeted messages to customers and prospects. Sport marketers often focus on core key messages in these communications including team history, education about the organization and the sport, ticket and promotional offers, discounts, as well as content links that drive traffic back to the team’s website. Additionally, Email marketing provides tracking options for each campaign and customer through links provided in the email, whose clicks can be measured. Email marketing Defined E mail marketing is an online marketing tool that allows custom and industry-specific content to be delivered to a targeted audience, the results of which can be measured...
eBook - ePubUnderstanding Digital Marketing
A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
- Damian Ryan(Author)
- 2020(Publication Date)
- Kogan Page(Publisher)
...The key is to make these messages relevant and interesting for your chosen audience; fail in that, and unfortunately your message will be ignored or discarded, or worse still – marked as spam. Email marketing can be a tricky field to navigate effectively. You have to simultaneously respect your customers’ right to privacy (even more so since the introduction of GDPR), protect your brand and, ultimately, maintain your value proposition over time. It is very easy for your carefully cultivated email prospects to unsubscribe from your mailing list, and once you’ve lost them, they are probably gone for good. What exactly is Email marketing? Email marketing is one of the best and most ubiquitous methods of retention marketing. In its simplest form, it is an email sent to a customer list that usually contains a sales pitch and a ‘call to action’. This could be as simple as encouraging the customer to click on a hyperlink embedded in the email. Some examples of Email marketing campaigns could include: a hotel promoting rooms in a destination that the customer has been browsing online; a recruitment company informing business clients about the latest candidates on their books; a gadget store offering a money-off code to be used online; an automotive brand updating its customers about a new model release. The important aspect to remember is that these messages are to an audience that have some level of connection with your brand and should be treated differently from any cold campaigns you run through other channels. You can use email when you don’t have anything specific to market, as a mechanism to maintain consumer engagement, strengthen brand perception and add credibility to your business...
eBook - ePubUnderstanding Digital Marketing
Marketing Strategies for Engaging the Digital Generation
- Damian Ryan(Author)
- 2016(Publication Date)
- Kogan Page(Publisher)
...They will open an e-mail containing a newsletter or promotion from you, as long as they recognize your brand, they are expecting to receive communication from you, and are confident it will contain something of value to them. The key is to make these messages relevant and interesting for your chosen audience; fail in that, and unfortunately your message will be ignored or discarded, or worse still – marked as spam. E-mail marketing can be a tricky field to navigate effectively. You have to simultaneously respect your customers’ right to privacy, protect your brand and, ultimately, maintain your value proposition over time. It is very easy for your carefully cultivated e-mail prospects to unsubscribe from your mailing list, and once you’ve lost them, they are probably gone for good. What exactly is e-mail marketing? E-mail marketing is one of the best and ubiquitous methods of retention marketing. In its simplest form, it is an e-mail sent to a customer list that usually contains a sales pitch and a ‘call to action’. This could be as simple as encouraging the customer to click on a hyperlink embedded in the e-mail. Some examples of e-mail marketing campaigns could include: a hotel promoting rooms in a destination that the customer has been browsing online; a recruitment company informing business clients about the latest candidates on their books; a gadget store offering a money-off code to be used online; an automotive brand updating its customers about a new model release. The important aspect to remember is that these messages are to an audience that have some level of connection with your brand and should be treated differently from any cold campaigns you run through other channels. You can use e-mail when you don’t have anything specific to market, as a mechanism to maintain consumer engagement, strengthen brand perception and add credibility to your business...
eBook - ePub- Avneet Kumar Singla(Author)
- 2021(Publication Date)
- Avneet Kumar Singla(Publisher)
...The general idea behind Email marketing is that an email is sent to an email distribution list and these emails are intended to create an interest in the products or services offered by the originator of the email. Theoretically, this concept could not be simpler, but Email marketing can become considerably more complicated. One of the biggest complicating factors is the potential for the emails used in the marketing campaign to be considered spam either by the recipient of the email or by the internet service provider's spam filter. This potential alone leads to a major complication, as Internet marketers must make considerable efforts to ensure that their messages are not caught by a spam filter or immediately deleted by the recipients as they appear to be spam. Once the e-mail messages reach the recipient, you have a small window of opportunity to leave a positive impression on the recipients and influence them to make a purchase or at least visit the website of the business owner. The delivery of high-quality content, the subtle and minimal advertising and the clear call to action are all factors that can help convey the message and entice potential customers to make a purchase or at least visit the website to research the products and services a bit more. As mentioned above, the goal of an Email marketing campaign is to convince the email recipient to either make a purchase or visit the website for more information. When an email recipient performs one of these actions, it is considered a great success. Thanks to the power of the forward button E Mail marketing can be much more successful than even the business owner intended. The big aspect of Email marketing is that if the email recipients receive an email that they think is worthwhile, they are likely to make a purchase and also be able to pass the information on to a friend or family member who they think might be interested in that information as well...
eBook - ePubEmail Marketing By the Numbers
How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level
- Chris Baggott, Ali Sales(Authors)
- 2011(Publication Date)
- Wiley(Publisher)
...Indeed, no marketing communications medium exists that is more targetable, customizable, and flexible than email. That is why email is revolutionizing direct marketing. Email direct marketing, when done correctly, can overcome the limitations of traditional direct marketing by offering limitless targeting ability at pennies per email and allowing marketers to have a one-to-one conversation with each of their customers. With proper targeting, tracking tools and a carefully built optin list, email can be highly personalized to the needs of individual customers. Communications sent on behalf of companies from messaging solution providers can be targeted and customized using sophisticated database marketing techniques. The technology can capture and track individual responses throughout the campaign, “learn” more about customers from response and purchase behavior, and refine customer profiles for future communications. Packaged email-marketing software and outsourced emailmarketing services leverage customer and CRM databases, allowing companies to create and send highly targeted and customized email campaigns for maximum response. For person- alizing messages, these programs not only use standard mail merge operations, but can also make all or part of the entire content of marketing messages conditional on one or some database attributes, such as the interests, transactional behavior or personal characteristics of list members. Dynamically assembled email based on past purchase and response profiles promises to bring marketers closer than ever before to one-on-one marketing capability. It seems that with Email marketing, we may finally be approaching that heralded goal of one-to-one marketing. This has been bruited about in marketing circles for some time but, as with many great ideas, it was more talk than reality. But now the technology is in place to bring this to fruition...
eBook - ePub- empreender(Author)
- 2020(Publication Date)
- Bibliomundi(Publisher)
...Email marketing The key to success on the web is not just to gain traffic but also to control that traffic. What does that mean? It means that you need to know how to decide which of your visitors you want to talk to at any time. It means that you need to understand your visitors and to know what they’re thinking, what their moods are and what they’re interested in at any given time. And it means you need to know how and when to strike when it comes to selling products or encouraging people to sign up to your mailing list. This is a theme we’ve seen come up time and again with machine learning and AI. And Email marketing is no different. You can do all this by building a mailing list and then segmenting that list. First, let’s go over the basics of Email marketing again for those that aren’t familiar. Email marketing is of course the process of marketing via email. In other words, this means you’re going to be building a big list – a collection of emails – and you’ll do this by asking visitor to your site to share their contact details when they land on your home page. This in turn requires an autoresponder. An autoresponder is a tool that you use to create email forms and then to manage all of the contacts on your list. You can use the form somewhere on your page to let people input their details and you’ll use the autoresponder to actually send all your emails. It should be immediately apparent what the value of this is. Sending all your emails manually using Gmail or another web client is not easy and would likely result in many not getting delivered. You’d have to send lots of different emails for longer lists and you’d need to manually manage any requests to subscribe or unsubscribe. An autoresponder manages all that for you, so you just need to write one email and then click “send.” The other benefit of an autoresponder though is that it can collect data for you and use that information to do a range of different things...
eBook - ePubDigital Marketing in the Zone
The Ultimate System for Digital Marketing Success
- David Reske(Author)
- 2017(Publication Date)
- Morgan James Publishing(Publisher)
...To make your email program even more effective, you can also integrate it with other online marketing activities such as search and social media marketing. A high-performance email program will use the strongest email tools and best practices available to deliver the best results possible. By using the techniques described here, you’ll no longer be satisfied with just getting higher open rates and lower opt-out rates. You’ll be focused on getting more leads and sales, and with every email sent you’ll be learning more and more about what drives results. Here are the steps you’ll need to take create a powerful email program: Email marketing Goals When you start an Email marketing campaign, it’s critical to have clear goals in mind. Do you want to simply inform your audience? Do you want them to click to your website to read content? Do you want them to watch a video, download a trial, or even buy something? Your goals for the campaign will directly influence the design, frequency, and messaging of the email program. It will also determine the reporting metrics you put in place during the campaign set up process to help you see if you are accomplishing your goals. The Email Audience It’s critical to clearly understand your audience when you begin your email program. Several different groups you may consider creating email programs for are: • Your top customers • All existing customers • Partners • Potential customers who have opted in to get information from you • Other potential customers in your target market You should plan to communicate with each of these groups using email in a different way. Your best customers may receive a personalized email from the CEO and be invited to special events or to provide product or service feedback. All existing customers may receive a regular email newsletter with updates on the company, products and services, or other important announcements...
eBook - ePubDigital Branding
A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
- Daniel Rowles(Author)
- 2022(Publication Date)
- Kogan Page(Publisher)
...09 Email marketing The majority of emails are now opened on a mobile device (99Firms, 2021). The reality, however, is somewhat more complicated. Many of us use our mobile devices to ‘triage’ our emails, that is, we use our mobile devices to monitor our incoming email and respond to anything urgent. Non-urgent and more complex email is generally responded to from a desktop or laptop in many cases (this is a reflection of the limitations of mobile devices in many cases still). This means we need to make sure our emails are fully optimized for the multiscreen journey. Focusing on the user In this chapter we will look at each element of Email marketing in turn, but we need to keep our target audience at the heart of this journey. Bear in mind your ability to target, personalize and maximize the impact of your emails will be highly impacted by your email service provider (ESP). For example, in Figure 9.1, you can see the options in Hubspot (a popular ESP and Customer Relationship Management (CRM) that we will explore later in this chapter) for previewing your emails on various mobile devices to make sure the user is having the optimum experience. Email isn’t exciting I don’t agree with this statement one bit, and I’ll explain why in a moment, but let’s start with an example. If I run a webinar or a conference talk and I include the phrase ‘latest trends in social media’, I am pretty sure I’ll fill the room (virtual or otherwise). However, if we talk about some element of Email marketing, it just won’t get the same level of response. Most of us are interested in what’s new and what’s changing, and many of the core principles of Email marketing have been the same for some time...
