Email Marketing – An Introduction

Here we shall look at how email marketing works, the key terms that contributes to its success and how to grow a database and explore the creative execution of emails. We also look at how to integrate email campaigns with other channels, how and when to deploy emails and how email analytics can be used to track and measure campaigns.

At its core, email marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investments (ROI) of any digital marketing activity.Simply put, email marketing is a form of direct marketing which uses electronic means to deliver commercial messages to an audience. It is as known, one of the oldest yet most powerful of all digital marketing tactics.

The factors that make it powerful:

  • Extremely cost effective due to a low cost per contact
  • Highly targeted
  • Customizable on a mass scale
  • Completely measurable

Further, email marketing’s main strength is that it takes advantage of a customer’s most prolific touch point with the Internet – their inbox. Many of the principles covered in this chapter can be applied to any type of permission marketing.

Email marketing is one of the best tools for building relationships with both existing and potential customers. It will maximize the retention and value of these customers, which ultimately lead to greater profitability.


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