Email marketing is a direct type of marketing in which a commercial message is being sent to a group of people via email. In its most generalized sense, all emails sent to a current or potential customer can be considered as email marketing. The term email marketing is usually used to refer to:
1. Sending emails for the purpose of improving the relationship of a seller with its customers to motivate customer loyalty so that, in turn, their current or previous customers will do business with them again.
2. Sending emails for the purpose of gaining new customers and convincing them, including their current customers, to purchase something from them immediately.
3. Adding adverts to emails sent by other companies to their current, previous or potential customers.
There are different types of email marketing:
1. Transaction emails
Transactional emails are also sometimes referred to as relationship emails. This type of email is usually being triggered based on a customer’s action with the company. The main purpose in order to qualify the message as transactional email must be “to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with the sender”, plus other narrow definitions of transactional messaging. Triggered transactional emails usually include dropped basket messages, email receipts, order status emails, order or purchase confirmation emails, password reset emails, and reorder emails.
The main purpose of transactional emails is to impart information about the action that triggered it. But since transactional email messages have a higher open rate (51.3%) compared to email newsletters (36.6%), people have realized its potential and started using it as an opportunity to attract customers. Merchants are now using it to introduce and extend the email relationship they have with their customers and subscribers, to answer questions and to cross-sell and up-sell products and services.
Because of these, many email newsletter software vendors are now offering transactional email support that gives companies the capability to include promotional messages in their transactional emails. There are also some software vendors that offer specialized transactional email marketing services such as providing personalized and targeted transactional emails and running very specific marketing campaigns.
2. Direct emails
Direct email or sometimes referred to as interruption based marketing usually involves sending of emails only to communicate a promotional message (e.g. brochure of products, announcement of new products or special offers). The companies usually gather a list of their customers or prospect email addresses to send direct promotional messages to and sometimes, they can also rent a list of email addresses from service companies, although safe mail marketing is also used.
I believe that email marketing is an effective way to increase your sales. It is also a good way to attract leads or potential customers, disseminate information about your company, your products and your services, and improve your customer’s loyalty and their overall relationship with your company. When done with the use of proper procedures and with the aid of today’s technology, I am sure that success in your business is inevitable.