What Is E-mail Marketing?
E-mail
Marketing - This also has a place in the marketing mix, and should not
be overlooked as an avenue of increasing sales and promoting customer
loyalty.
Email marketing programs can be implemented to increase your business
with existing customers as well as establishing new ones.
Opt-in
e-mail advertising, or permission marketing, is a method of advertising
via e-mail whereby the recipient of the advertisement has consented to
receive it. This method is one of several developed by marketers to
eliminate the disadvantages of e-mail marketing.
Opt-in e-mail
marketing may evolve into a technology that uses a handshake protocol
between the sender and receiver. This system is intended to eventually
result in a high degree of satisfaction between consumers and
marketers. If opt-in e-mail advertising is used, the material that is
e-mailed to consumers will be "anticipated". It is assumed that the
consumer wants to receive it, which makes it unlike unsolicited
advertisements sent to the consumer. Ideally, opt-in e-mail
advertisements will be more personal and relevant to the consumer than
untargeted advertisements.
A common example of permission
marketing is a newsletter sent to an advertising firm's customers. Such
newsletters inform customers of upcoming events or promotions, or new
products. 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.
With a foundation of
opted-in contact information stored in their database, marketers can
send out promotional materials automatically—known as Drip Marketing.
They can also segment their promotions to specific market segments.
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