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Email Marketing – A New Promotional Tool
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Email marketing is a type of direct digital marketing tool that makes use of electronic mail for the purpose of delivery of commercial message. Email marketing is gaining popularity these days with the use of internet. As a result, it is used in a number of ways so as to build customer loyalty or trust, creating brand awareness among the potential customers, company advertisements, acquiring, converting and retaining the customers as well as for communicating promotional offers.
There are primarily two types of email marketing:
The purpose of direct email is solely to communicate a promotional message like the announcement of some special offer or launching of the new catalog of products. Before sending these promotional emails, the company’s first collect the list of potential customer and prospect email addresses so that direct message promotional messages can be send. In addition, these companies also rent a list of email addresses from the service companies.
These emails are basically generated on a customer’s action with a company. These messages may include dropped basket messages, purchase or order confirmation emails as well as email receipts. The prime function of these emails is to convey the information related to the action that triggered it. However, transactional emails are a golden opportunity in order to engage the customers as it has high open rates. The transactional emails try to introduce s well as extend the email relationships with customers or with the subscribers, to answer the questions, to cross sell or to up sell the products as well as services.
There are many email newsletter software vendors that provide transactional email support, which in turn give companies the ability so as to include promotional messages within the body of these emails. Furthermore, there are also software vendors available that provide specialized transactional email marketing services that include providing personalized and targeted transactional emails, in addition running particular campaigns for, marketing.
However, there are many advantages as well as disadvantages of email marketing. Email marketing serves as a better communication for business. The email marketing is extremely cost effective and is very environmental friendly as there is no use of paper and ink. One of the significant benefits is that advertisers can reach substantial number of email subscribers who have given the consent so as to receive emails that can interest them. Emails are extremely popular with the digital marketers. By making use of email marketing, business may increase their sales resulting in huge profits. These also help in gaining honest and valuable feedback as it acts as a medium of communication between the customer and the business house. However, email marketing also help in building up the customer loyalty. As a matter of fact, it is the fastest way of communicating the message, and within a time period of only 48 hours a campaign may occur. In addition, it has also disadvantage as there is an issue of illegitimate marketers. There are so many messages that are rejected. Some are filtered, and only few are considered to be legitimate. Hence, email marketing programs must support spam laws.
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