Email Marketing is a form of marketing that uses email for marketing of any commercial product. It is an act of sending messages via email to a group of people using email. It usually involves using email to send advertisements, request business, solicit sales or donations and is meant to build loyalty, trust or brand awareness.
There are several ways of marketing a good or a service. The question than arises that why email marketing is important. The answer to that is stated next. It is an easy and effective marketing tactic which keeps business owners and customers connected. In email marketing emails are sent with a purpose of acquiring new customers or convincing new customers to buy something. Also for marketing any product you need to invest lots of money. But high volume email service is cheaper and faster than any other form of marketing. If compared to standard email, direct email marketing produces higher response rate and higher average order value for e commerce businesses.
Email Marketing Advantages
It is the second only to search marketing as the most effective online marketing tactic.
Advertisements can reach to many number of email subscribes who use email and opted for receiving email communications which interests them.
Almost half of internet users check or send email on a typical day.
Email marketing allows the marketers to reach out the consumers with personalized, relevant and dynamic messages.
Transactional emails allow businesses to respond automatically to important consumer events like purchases.
After knowing the advantages of email marketing we need to get verse with how it works. Following are some points which will tell how it works.
It refers to the overall design off the email. Its background and the creativity used in making the email is what matters and attracts the customers. Also making your email relevant and personalized to each recipient will make response rate to rise.
The time at which your mail is shown to the consumer also matters. If it is received overnight than it will not be considered important. If you pop it up during working hours the customers will take time to read the email.
These emails are usually triggered based on a customer’s action with a company. These are automated emails you get in your inbox after taking a certain action on a website. This could be anything from filling a form to purchasing a product. These are plain text emails that marketers set. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.
Therefore, these are some ways in which email marketing works. The best example of email marketing is BuzzFeed. It is an American internet media company that uses digital marketing. It has awesome subject lines and preview texts that are soft and punchy like “32 texts that will make you laugh way harder than you should”.
We know that everything in the world has pros and cons. Similarly, email marketing also has some disadvantages. The main disadvantage of email marketing is the rejection/spam rate of emails. As of mid-2016 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 73% in the U.S. in which 6% were filtered as spam and 22% were missing. So companies must consider that the use of email marketing does not violate any spam laws.