Email Marketing At Its Best

If you build it, they will come!

Web Electronic marketing refers to the process whereby companies reach their target audiences through digital means. While electronic marketing can refer to many different communication media, the most commonly used is email marketing. Email marketing is one of the most direct and often effective ways to communicate information about your business to your customers. It is also one of the most cost effective. The term email marketing refers to electronic communications that are sent to a current or potential customer that is intended to sell a product or deepen customer loyalty.

Types of email marketing

email marketing

Within the email marketing moniker, there are a couple of different approaches that are commonly used by businesses to attract or retain customers. These include:

Transactional emails

Transactional emails are those that are sent in order to “complete” a customer action. For example, if an existing customer initiates a password change request, a transactional email is sent to the customer in order to facilitate and complete this request. Additionally, purchase confirmation and order status emails as well as many others fall into the transactional emails category.

The primary purpose of the transactional email is not promotional as much as it is to provide service to the customer who has initiated the contact. However, many companies capitalize on these opportunities to cross or upsell products and services, introduce new products or offer add on services that might be of interest to the customer.

Direct emails

Direct emails, on the other hand, are designed to be strictly promotional in nature. The intent of a direct email is to send a promotional email to a potential or existing customer in order to promote the business. Companies often collect a list of internal customers that they send direct emails to, but can also rent or purchase customer lists in order to expand their reach and entice new customers to engage their business.
Comparison to traditional mail

For many companies, the advantages of email marketing campaigns far outweigh any downsides to this marketing technique and offer a far greater return on their investment over traditional mail marketing efforts. However, there are drawbacks to email marketing campaigns.
Advantages

One of the biggest benefits to using email marketing is the ability to track and trend the results. There is a wealth of information that can be collected with regard to an email marketing campaign.


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