What Is
Email Marketing
Marketing
Email marketing is the use of email to promote products or services while developing relationships with potential customers or clients. It is essentially direct mail done electronically insted of through the postal servi
Learn about the perks of email marketing, methods do it right, and how it compares to some other forms of marketing.
What Is Email Marketing?
Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it could be considered a form of email marketing. Email marketing is one segment of interent marketing, which encompasses online marketing via websites, social media, blogs, and more.
Email marketing can include newsletters with updates on the company, or promotions of sales and exclusive deals for subscribers. Marketing emails may also seek to share a general message on the company's behalf, such as in the wake of a natural disaster or company scandal.
At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their audience. At its worst, this kind of marketing can drive customers away with persistently annoying spam
How Email Marketing Works
It's easy to set up and track an email marketing campaign, which makes it accessible for small businesses. You can add a newsletter sign-up option to your website, for instance. As people sign up, you can send newsletters to a growing audience. You can also direct customers to the newsletter from your social media profile
Build Your Own List
All you're going to do by sending an unsolicited email is turn off most of the people you were hoping to turn into customers. Whether through your website, in your store, or at an event, make it clear when customers are opting in to receiving your emails.
Follow the Law
Email marketers must adhere to the rules of the CAN-SPAM Act. These rules include having a non-deceptive subject line, providing a clear way to unsubscribe, and including your name and address at the end of the emails.4
Mix Up Your Messages
Don't just send out ads to buy all the time. Use your emails to build rapport with customers by sharing your expertise or that of others, giving them tips and insights they can value. Share information that lets them know more about you and your company.
Respect Your Subscribers
Treat your list well. Remember that the people you're communicating with have trusted you with their information; they deserve your respect. If you want a chance to convert them from customers to fans and even evangelists for your brand, then make them feel special.
Follow a Schedule
Stick to a schedule if you're doing a newsletter. Sending out an email on the same day (or days) every week will help your subscribers know what to expect from you and when.
Optimize for Mobile
Studies by marketing analysts with the company Litmus have consistently found that just under half of all emails are opened on mobile devices.5 That means, if your email doesn't display correctly on mobile platforms, half of your audience is going to think you don't know how to properly craft email.
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