Email Marketing Explained

What is Email Marketing?

Over the past ten years email marketing has taken its place amongst the top most effective direct marketing campaigns being used. With the economy still struggling to revive itself and competition more fierce than ever, business professionals are having to re-evaluate how they market their services and products in a cost-effective way. Electronic marketing via email, Facebook and other social mediums has become monumentally important in these times.

Email marketing in basic terms is the use of electronic communications, or emails, in direct marketing schemes. How it works is that a customer or potential customer provides your company with an email address. This may be collected on customer satisfaction surveys, at booths during social events, through referrals and so on. You or your marketing director would then put together some sort of promotional material, such as a flyer, newsletter or coupon page, which could be easily attached and emailed to return and potential customers.

Email marketing is ideal for creating relationships with your customers. This gives you an opportunity to let them know a bit about yourself and your company. The more familiar they feel, the more loyal they are bound to be and the more business comes your way. Sending newsletters can be effective and can make customers feel that they are “in the know”. Try to make them both informational and entertaining. Humour can be a positive aspect of a company newsletter. Another option is to send coupons via email for services or products. Use this tool wisely and the return on investment could be great.

To determine whether or not email and social marketing is working for your company, track the results and compare them with other types of marketing you are utilizing. Just be cautious when studying spamming laws and other Internet ethical guidelines to make sure you are not violating any rules. Remember, you want to entice the customers, not irritate them.

Ultimately, electronic direct marketing is low-cost and can bring in business on a tight budget, so it is certainly worth exploring in these difficult economic times.