Email Marketing

Email marketing is used as both an efficient and cost effective way to transmit business and product information to both new and existing customers.

It is an extremely popular method of internet marketing and website promotion as not only does it have the capacity to build relationships with customers but can also be used to effectively increase traffic to a website and therefore gain further customers.

Many companies use email marketing as a way to advertise and promote their business.

Money invested in email marketing campaigns can easily be tracked by using email report facilities such as ‘track to basket’, auto- responders, click-through rate and percentage, bounces, how many emails were opened, how many emails were forwarded on and unsubscribe requests.

The extensive report enables both positive and negative responses to be counted, providing data which can correlate sales with marketing.

Advertising campaigns which use email have distinct advantages over more traditional marketing techniques; they are far more cost effective than other media investments such as newsletters sent by direct mail as there are no postage or printing costs involved.

Emails can be sent and received globally within seconds giving customers valuable information within the shortest possible time frame.

Skillful email marketing techniques can be used to add advertisements to emails sent to other companies which can increase the target audience by suggesting and encouraging them to visit websites to seek out further information about a product, service or special offer.

Once email lists have been established they can easily be updated thus providing the opportunity for automatic repeat advertising.

Further more, subscribers who have ‘opted in’, by filling out requests on websites to receive emails and newsletters, are a captive audience which can be kept abreast of current and emerging trends within a specific industry that is of interest to them.

Certain types of email interaction with messages can also be used to trigger other messages to be delivered automatically such as updating information about the recipient.

One of the latest innovative ways of email marketing is used is to promote ‘paper-free’ and use the public interest in being ‘ green’ to indicate that a business cares for the planet and the environment simply by adding ‘think before you print’ or similar phrases to the bottom of an email. This simple action can have a marked effect on the customer’s perception of a business.

Many people believe that email marketing is the second most effective method of marketing a product or online business - search engine optimisation being the most effective method.

As with the majority of Internet marketing tactics and techniques, effective e-mail marketing should more often that not be carried out by reputable and professional firms otherwise emails may well be classed as spam or phishing which although used as a deliberate intention by some people is not considered to be ethical by all.

We recommend Constant Contact for your email marketing campaign.