Email can be a very powerful marketing tool, if used correctly. We say 'if used correctly' because of the fact that today there are many spammers who abuse the power of the email by spending unwanted spam mail. However despite this occurring on a regular basis, email is still valued by many online users as a timely, easy, cheap and convenient way to get information from advertisers and marketers. Most small and medium sized businesses also agree. This is because marketing through email allows them to make a real connection with their target audience while at the same time allows them to compete with larger businesses at a much lower cost in a leveled playing field.
According to the most recent statistics the volume of email is expected to increase from 2 trillion messages last year to over 2.7 trillion by the year 2006. This figure not only emphasizes the importance of email as the ideal marketing tool, but also underscores its significance to the business community as well. So what exactly is marketing through email? Well, as the name implies email marketing is the use of email in the process of marketing.
In the broadest sense of the term, email marketing refers to the email you send a customer or a potential prospect to promote a product or service that you are offering. Marketing through email also includes sending emails that are designed to encourage customer loyalty or enhance customer relationships. However emails can also simply be about persuading a new or existing customer to come and buy again. Economical, uncomplicated, and timely the importance of marketing through email is very crucial for any type of business not only because of the cost factor but also because of its easy use.
Kinds of email marketing
There are three main kinds of email:
Direct email - where you send your message directly to your customer. These emails can be in the form of an announcement or a special offer.
Newsletter emails - These emails basically serve as the purpose of memory retention. These are used to remind customers and clients both new and old that your business is out there and what products or services you are offering. These emails are not really about making a sale, instead they are sent to act as a reminder or for informational purposes only.
Subscriptions based emails - Subscription based emails are emails that are personalized and must be subscribed as the name implies. They can be either newsletters or promotional emails; however the catch is that your client or customer has to subscribe for them.
The main difference between these three kinds of email marketing is that the last one requires the permission of the sender to be sent.
Email marketing popularity
The reasons why marketing through emails are so popular is because:
Emails are probably the most cheap and inexpensive form of communication any business can own. It requires very little capital to send and takes very little time as well.
Emails help you to deliver your message to your customers and potential clients. You can in this way personalize each email, or you can send the same email to everyone.
Emails are very timely since they are received almost immediately after they are sent. This means that you can send an email even at the last minute and your customers will be informed.
Don't Spam
While from the above we can see the tremendous importance and significance of marketing through emails, it is important that you do not spam. The reason is because spam is basically unsolicited commercial bulk/junk email. You must and you should always ask permission for using the email address of anyone. This is not only because it is the polite thing to do but also because it shows your customers and prospects that you care enough to ask. Sending spam can often mean the end of your business's reputation, while in some countries sending spam is now against the law.
