1 Email Marketing prepared by: Yespayeva Sandugash marketing 4

Sandugash

marketing 4

marketing is a form of direct marketing which utilises electronic

means to deliver commercial messages to an audience. It is one of the oldest and yet still one of the most powerful of all eMarketing tactics. The power comes from the fact that it is:
Extremely cost effective due to a low cost per contact
Highly targeted
Customizable on a mass scale
Completely measurable
Furthermore, email marketing’s main strength is that it takes advantage of a customer’s most prolific touch point with the Internet… their inbox.
Email marketing is a tool for building relationships with both existing and potential customers. It should maximize the retention and value of these customers, which should ultimately lead to greater profitability.

credited with creating the first network email application in 1971.

He initiated the use of the @ sign and the address structure that we use today (username@hostname) (Crocker). Email was used to send messages to computers on the same network. It was only in 1993 that large network service providers, such as America Online and Delphi, started to connect their proprietary email systems to the Internet. This began the large scale adoption of Internet email as a global standard.

The first email spam dates back to 1978. Spam is defined as unsolicited commercial or bulk email, and today is said to account for 80 to 85% of all email (Waters 2008)!

more direct and are geared at enticing the user to

take an immediate action.

Retention based emails: also referred to as newsletters, these may include
promotional messages but should be focused on providing information of value to the user, geared at building a long term relationship with the user.

planning around the goals you will need to achieve. These

will probably be in line with the goals of your web site, with
email marketing being used as a tool to help you achieve those goals.
Promotional emails will usually have an immediate goal:
Users make a purchase
Users download a whitepaper
Users request further information

has a genuine opt –in database.
Every interaction can be used

to ask permission to send emails.
Offer something valuable for free, and ask if they would sign up to your
newsletter at the same time (e.g. white paper, gift voucher, music track).
Add a subscribe box to the checkout process of your retail site.
Use interactions at trade shows to ask for email addresses.

as text emails. Bear in mind, though,
that sometimes HTML emails

are rendered as text emails.

Parts of an email
Header
Subject line
personalized greeting
Body
Footer
unsubscribe link

a stand alone marketing campaign, integrating it with other channels,

both online and offline, will serve to both reinforce a brand’s message and increase responses. In-store promotions can be reinforced and promoted to an email database, or web site information can be summarized for email. Custom landing pages, as required, should be created for any promotions being communicated in an email communication.

customization – it is one to one marketing on a

macro scale. Customization starts at using the recipient’s name and sending either HTML or text emails based on preference, to sophisticated measurement of a recipient’s preferences and tailoring content to suit them. Segmenting a database can allow for customization across demographics or purchase history. Being able to reconcile browsing activity to an email recipient can give further opportunities for customization.

is regarded
as spam

of a campaign (promotional
emails and newsletters) every interaction via email

should be considered as part of a
company’s email marketing practice.
Generate reports
As with all things eMarketing, tracking, analysing and optimising is key to growth. Email tracking systems produce statistics in a user-friendly manner.
Analyse results
Once the reports have been generated, it is time to work out what the numbers are revealing, and to use this information to improve the next email sent out.

can render the best ROI of any eMarketing tactic. It

is:
Highly targeted and customizable
Cost effective
 
Gaining explicit permission to send email marketing to a person is a prerequisite for successful email marketing, however all emails sent by an organization and the individuals in that organization can be seen as marketing opportunities.
 
Successful email marketing requires careful planning and testing. HTML emails need to be tested across a range of email clients, and should be tested for a spam score, before being deployed.

All email sent to a list of subscribers needs to provide an easy and accessible unsubscribe link in the email.