Posted: January 31st, 2022

Email Marketing

Email Marketing
Email marketing is an influential marketing platform, a form of direct advertising replicating the common digital marketing platform that utilizes emails to promote bazar services and products. Email marketing helps the business marketer to their customers aware of the latest offers and items through the integration of the marketing automation efforts (McGruer, 2020). Marketing through the utilization of mails plays a pivotal role in a business marketing approach with brand awareness, lead generation, building business affiliation, or maintaining clients engaged between various procurements through diverging types of promotional emails.
The concept of email marketing encompasses sending different emails to enhance the degree of relationship of business personnel with their previous or current customers, which in the long run encourages loyalty of customers and as a repeat of business. Utilization of emails as a marketing strategy encompasses acquiring novel clients or even convincing the current customers to make immediate purchases of new business products and services. Merchants have utilized emails as a platform through which they add advertisements to the mails sent by other corporations to their esteemed clients. The use of email as a marketing strategy serves different critical advantages over traditional mail marketing. For instance, email marketing has a precise Return on Investment that can easily be tracked and whose results are proven when the marketing procedures are carried out correctly (McGruer, 2020). Diverse studies entail that email marketing ranks second as the most effective online marketing tool. Advertising through email can reach a substantial number of people who have subscribed to the business through their personal or business emails and opt to be receiving emails as core means of communication on the business subjects that interest them.
Email marketing has resulted in being a cost-effective strategy, and hence numerous businesses are saving or using money that they previously overspent on traditional marketing strategies. For instance, previously, organizations were undergoing advertisement costs to place a business advert on social media such as televisions. Email marketing is deprived of advertising fees, media or printing space costs, and hence businesses can save the foregone costs (McGruer, 2020). The email marketing strategy is characterized by a flexible design. The business can choose to include graphics, plain texts, or even attach files that best suit the message intended to be conveyed to clients. As such, design options give businesses an enormous scope to convey their preferred business branding. Email promotion is more effective than traditional strategies since it is permission-based. Therefore, advertisement emails will only reach individuals that have opted to receive business emails and are likely to engage with the business in the subject.
Promotion of businesses through email is scalable because they can utilize them to reach a smaller or larger target audience list depending on the interest. Nevertheless, the intended target audience can be massive since emails are sharable, making it easy for satisfied clients to share and forward business email content to interested new customers. Therefore, email marketing can build the organization’s reputation through word of mouth or through viral marketing, which in the long run influences novel clients to become business or brand followers. Email advertising has resulted in conversions and enhanced sales. If a business has a novel promotion, the public can click on available links to follow the business online and instantly opt for call-to-action (Chaffey and Smith, 2017). Email marketing is an effective selling strategy and has influenced people into making online purchases at every stage. For example, one can be influenced to choose a product or service, nurture client’s relationship post-transaction and further encourage eligible future purchases.
Email marketing is measurable, and the business management can evaluate the effectiveness of their campaigning strategy by utilizing website analytics software. Through web analytic software, business administrators can test diverse copy, designs, and subject lines to evaluate which is the most effective and thereby allowing the business to optimize their upcoming campaigns (Chaffey and Smith, 2017). Email marketing has resulted as a convenient and time-saving business promotion strategy. Through automation, one can trigger replicating emails to be sent to different clients at the same time based on the action they requested on the business website. For example, a website can be automized to send welcome emails when new users are prompted to sign up on the business website, or can also issue emails offering discounts and incentives if the use chooses to abandon a shopping cart. Once the business has developed a considerable template, then they can reuse it for several email campaigns.
The email marketing strategy can drive viable clienteles away with persistent, annoying spam mails. Transactional emails consent businesses to automatically respond to imperative consumer procedures such as making purchases or shop-cart desertion. Subsequently, email marketing is surrounded by disadvantageous events such as spam or rejection rates by the preferred consumer’s email programs (Chaffey and Smith, 2017). The email delivery rate is facilitated by the idea of “Opt-in” emailing where the target consumer accords consent to frequently receive business emails, thereby eliminating the idea of receiving automated emails and ideally maintaining appropriate and relevant emails to specific individuals recipients. Business organizations and individuals who opt not to receive business advertisement emails frequently negatively affect business email delivery rates.
Email marketing encompasses the inclusion of newsletters containing recent updates on the company’s profiles, products on promotion and sale, and even the attached exclusive deals for all subscribers. The embracement of email marketing enables businesses to endeavor to disburse general messages on behalf of the entrepreneur, for instance, in the wake of natural disasters and scandals. The dawn of email marketing has enabled commerce to keep their clients informed and also in tailoring their marketing messages to the target audience. Anytime a business organization sends out emails, aside from directives, order confirmations, and directly responding to client inquiries, all the inclusive business transactions via email are considered forms of email marketing. It can thus conclusively be considered that email marketing is a single segment of internet or online marketing, which includes online promotions through websites and social media platforms.

References
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
McGruer, D. (2020). Dynamic digital marketing: master the world of online and social media marketing to grow your business. John Wiley & Sons.