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. The term is usually used to refer to sending emails with the purpose of enhancing the relationship of a merchant with its customers and to encourage customer loyalty and repeat business, as well as adding advertisements to e-mails sent by other companies to their customers.
Traditional direct marketing has the 40/40/20 rule, 40% of your success is dependent on the audience, 40% on the offer and 20% on everything else. Email marketing has the 90/10 rule where 90% of your success is dependent on the subject line and 10% on everything else. When a promotion or newsletter pulls in unexpected results, the first thought is to point the finger in the direction of the subject.
There are both advantages and disadvantages to using e-mail marketing in comparison to traditional advertising mail.
An exact return on investment can be tracked and has proven to be high when done properly. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic. Advertisers can reach substantial numbers of e-mail subscribers who have opted in to receive e-mail communications on subjects of interest to them. Over half of Internet users check or send e-mail on a typical day. E-mail is popular with digital marketers allowing them to reach out to consumers with personalized, relevant, dynamic messages.
E-mail services companies face problems that e-mail deliverability is still an issue for legitimate marketers. Legitimate e-mail servers averaged a delivery rate of 56%; twenty percent of the messages are rejected, and eight percent are filtered.
Companies considering the use of an e-mail marketing program must make sure that they do not violate spam laws such as the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act, the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider’s acceptable use policy.
Opt-in e-mail advertising, or permission marketing, is a method of advertising where the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of mass e-mail marketing.
A common example of opt-in marketing is a newsletter sent to an advertising firm’s customers. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. Ideally, opt-in e-mail advertisements will be more personal and relevant to the consumer.
One example is incorporating Facebook into e-mail marketing campaigns to marry e-mail with word-of-mouth marketing. Social media is becoming a focus of e-mail marketing strategies. Recently, companies have been setting up a social sharing program to allow their clients — small and midsize businesses, nonprofits and agencies — to incorporate Twitter, Facebook and LinkedIn into their e-mail newsletters and campaigns. The goal is to provide a platform for engaged supporters to discuss the film and issues it raises, as well as to encourage support as the document is released across the country. Incorporating a Facebook “like” button directly in the e-mail, as opposed to driving people to its Facebook fan page in the near future is a great way of an aspect of social media into emails.
Email marketing can bring you closer to your clients letting you connect better with them. At Integrated Webworks, we can help establish a strategic plan to implementing an email marketing campaign from planning and designing all the way to monitoring the progress on our own in-house software for different mailing platforms.