What is Email marketing?
Email marketing is directly marketing a commercial message to a group of people using email. You can use email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing (on the Internet) is popular with companies for several reasons:
An exact return on investment can be tracked (“track to inbox”) 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 opted in (i.e., consented) to receive emails on subjects of interest to them.
Why it works – Email marketing works for a variety of reasons:
- It allows targeting
- It is data driven
- It drives direct sales
- It builds relationships, loyalty, trust and increases brand exposure
- It supports sales through other channels
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