So what exactly is email marketing and how does it work? You must have seen the term email marketing being used repeatedly on the Internet, discussed at conferences and during marketing strategy meetings. Well, email marketing enriches business communications by aiming at specific key markets and target audiences whilst being both cost-effective and environmentally friendly. So how is an email more effective than a radio/television advertisement, and why should your business spend time to maintain and build your email list?

Email marketing occurs when a company sends a commercial message to a large batch of people using an electronic email service. It has many purposes such as advertising your products/services, to make requests for business, provide donation solicitation or just give general updates from news and events in your business. Any email communication is considered email marketing, especially if it helps to increase sales, help build customer loyalty, to ensure trust in your products or quite simply to build general brand awareness. Email marketing is also an efficient way to stay connected with your clients without being overbearing.

With email marketing, you can easily and quickly reach target markets without the need for large quantities of print space, radio/television time or high production costs. Thanks to effective email marketing software, you can now maintain an email list that can be segmented based on different factors so you can target specific markets depending on the email content. Factors such as customers’ preferences, spending habits and other important criteria can be examined, broken down into groups and then organized to boost the effectiveness of email marketing.

Emails are then created and sent out to the selected members of your email list, providing them with a personalised email detailing information that they would be interested in or have requested. This helps to promote trust and loyalty to a company whilst also keeping the information relevant to each customer and in effect increase sales.

There are several examples of email marketing campaigns. These usually begin with a welcome email, which thanks to the new contact for opting into your email subscription. Welcome emails not only start with giving the potential customer valuable information about your company but they can also request key information about your new client. This can help you put the person in the correct category for future marketing efforts.

Following the welcome email, campaigns include sending out announcements about products or services, a newsletter regarding your company or products, coupons for future purchasing and much more. We suggest that every email you send out should have company information on the bottom, giving potential clients a chance to learn more about your company as well as ‘opt-in’ to get future emails. Incentive programs that give members a ‘promo code’ to collect discounts on purchases also allow you to monitor the effectiveness of your campaign as well as what your contacts are interested in.

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