Email marketing refers to the sending of electronic messages to potential and current customers in a move to promote interactions and sales. The modern generation is more reliant on the internet for information, socialization and even shopping. This together with advancements in technological software that enhance e-commerce has made the internet indispensable for most consumers.
Email marketing is, therefore, one of the most effective ways of reaching previous, existing and new customers. It may seem simple although, for businesses, this form of marketing may need some special infrastructure or configuration to allow efficient communication through established client lists and channels. To achieve this, there are several email marketing companies, which have the responsibility to offer such solutions to businesses.
Types of email marketing
Any email sent to a customer by a business can be assumed to constitute email marketing. There, however, exist three different forms of emails used in this form of marketing. They are categorized as follows;
• Transaction emails – This refers to those emails sent to facilitate, finalize or confirm a transaction based on the customers previous interaction with the business. Some examples include email verification of sign up details, confirmation of purchase order, email recipients, password resets and drop baskets among others. These emails are sent to convey information that led to their composition.
• Direct mail –Involves sending emails to customers with the sole purpose of promoting services and products. It may be exemplified in emails sent to inform customers about new products or services. The business must have a list of recipients which they often collect through subscriptions. They can also lend contacts from service companies.
• Another form that email marketing companies employ is opt-in advertising where customers agree to receive certain types of emails. This can be illustrated through automated sending of newsletters and notifications of upcoming events, products or services.
Advantages of email marketing and companies
There are many advantages of email marketing to businesses mainly because it allows for a more personalized relationship. A large number of the internet community send or receive emails on a daily basis and this practice is very popular. If the right message is sent, the business can be sure that customers will read and possibly act. Direct emails produce a higher rate of response and are significantly faster and cheaper when compared to other forms of marketing. Email marketing companies will help the business establish an effective framework that enables fluid communication to the customers.
Email marketing requires a very cautious approach otherwise the companies risk failure. Customers have diverse reactions to message length, pictures, links and frequencies among other aspects. If the first email does not impress them, they are more likely to delete ant subsequent messages before reading. There are also issues with spam filters that may result in unread emails. Additionally, there are different statutory laws placed to govern the sending of emails which must be strictly followed.
Among all other forms of internet marketing, using emails to communicate with customers can be considered the most effective. It’s personalized effect, rapid response and ability to target various consumers differently are some of the advantages of this practice. It is also very cheap and easy to maintain with a great potential of gaining sales and customer loyalty as well as new clients.