E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. Sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO).
What sort of email?
In its broadest sense, the term covers every email you ever send to a customer, potential customer or public venue. In general, though, it’s used to refer to:
- Sending direct promotional emails to try and acquire new customers or persuade existing customers to buy again
- Sending emails designed to encourage customer loyalty and enhance the customer relationship
- Placing your marketing messages or advertisements in emails sent by other people
Comparison to Traditional Mail
There are both advantages and disadvantages to using e-mail marketing in comparison to traditional advertising mail.
E-mail marketing (on the Internet) is popular with companies for several reasons:
E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic.
E-mail allows marketers to reach out to consumers with personalized, relevant, dynamic messages.
A report issued by the e-mail services company Return Path, as of mid-2008 e-mail deliverability is still an issue for legitimate marketers.
Opt-in E-Mail Advertising
Opt-in e-mail advertising, or permission marketing, is a method of advertising via e-mail whereby the recipient of the advertisement has consented to receive it. If opt-in e-mail advertising is used, the material that is e-mailed to consumers will be “anticipated”. In addition to satisfying legal requirements, e-mail service providers (ESPs) began to help customers establish and manage their own e-mail marketing campaigns.
