Email Marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing can be done to either cold lists or current customer database.
Email marketing is popular with companies for several reasons:
- An exact return on investment can be tracked (“track to basket”) and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.
- Email Marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.
- Advertisers can reach substantial numbers of email subscribers who have consented to receive email communications on subjects of interest to them.
- Email is popular with digital marketers, rising an estimated 15% in 2009 to £292m in the UK.
- In 2002 the Europen Union introduced the Directive on Privacy and Electronic Communications. Article 13 of the Directive prohibits the use of email addresses for marketing purposes. The Directive establishes the opt-in regime, where unsolicited emails may be sent only with prior agreement of the recipient.
- If not done correctly e.g simple spelling error the marketing campaign can have a negative impact on the brand.
There are a number of online email marketing management software available to buy, personally I find Mail chimp is by far the best in terms of the service and value.