Understanding How Email Marketing Works

Email marketing is a form of direct marketing that uses electronic mail as a method of advertising. Technically, email marketing is an all-encompassing term. It can refer to any commercial or fundraising message. However, the term seems to convey to a direct form of advertising, with the specific purpose of (a) acquiring a new customer or motivate someone to make a purchase; (b) retain customers by strengthening a professional relationship; or (c) adding an advertisement to another email.

Is email marketing a lucrative business? Definitely, which is why marketers were prepared to pay over 400 million dollars on email marketing in the year 2006. It is definitely the most cost-efficient form of advertising, as a single email message can cost as low as one penny to create and send. This is a much better rate than advertising with direct mail or newsletters. Since over 150 million people have an email account, you are surely reaching a wide audience.

What are the advantages of email marketing? Besides the cost and return on investment, there are several strong advantages to consider. For one thing, when you attain mailing lists, you can get targeted customers who are probably more inclined to listen to your pitch. So the idea that millions of emails are sent to millions of uninterested, broad-category customers isn’t necessarily true. Another advantage is that email is delivered within seconds or minutes. You no longer have to wait for weeks on end for a reply.

With email marketing, your company is able to push the message to a greater extent than with website advertising. Website advertising requires that a potential customer come visit the site first. The newest trend in online advertising today is to use objective attraction-style writing for copy instead of hard selling techniques. Email can be straight to the point. Email also allows the company manager more high-tech features like automatic responding and automatic updating. Email is a much more popular method of advertising with the green community. By using email, paper is no longer needlessly packaged and thrown away. That means less litter and waste to contend with and a faster mailing process all around.

One of the most important aspects of an email campaign is in tracking email results. With this form of marketing, statistics are so much easier to analyze. Users can track their Return-On-Investment, as well as numerous other statistics such as who read the message, who clicked on a link, who immediately deleted the message and so on.

Email marketing is considered the second most effective form of Internet advertising, following search marketing. One of the reasons why this strategy is so effective is because of its involvement with customer retention. The most sales come from satisfied customers who were moved to make more purchases because of a creative or timely newsletter or company promotion.

Email can be used to appeal to new and existing customers alike. Understand that email marketing isn’t a limited avenue by any means-it’s a very flexible type of marketing that can be tweaked to fit your plans.

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