E-mail marketing is the use of e-mail to develop relationships with potential customers and / or clients.
E-mail marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via e-mail.
Much of the spam e-mail we all get proclaiming ‘deals’ on this, and that is a good example of e-mail marketing at its worst – the mindless e-mail barrage.
How is an e-mail marketing piece constructed?
E-mail marketing that contains text and images is broadly speaking a single webpage. Whichever agency you choose to use would go through a design – proof – build stepped system in the same way that a website traditionally would. The only difference being that e-mail communications are restricted on some of the advanced layouts and functionality of a website due to the need to be compatible in a wide range of e-mail programs, webmail services and mobile phones, yet still look good and present the right messaging. Once the design is crafted from the agreed content which could be mainly text, or products, news, or images, this is then passed to web developers to code as HTML with relevant links to websites / landing pages or e-mail links.
How are they sent?
You might ask why can’t an e-mail message be sent out through Outlook, bcc’d to contacts. We have seen this happen and this has the following problems:
- Bad email set up – on the whole, the technical settings for the domain name and the mail server that your business mail goes out through is likely to be incorrectly set up for best delivery likelihood through spam filters.
- Email tracking – sending out your mail through anything other than a proper email marketing tool means that the data, opens and clicks can’t be tracked which ultimately makes it an unmeasurable campaign.
Following up on e-mail marketing
So we have users who click through to the landing page or website, then what? What if they don’t buy, or don’t fill in a form to communicate. This is where it’s important to have your sales team follow up on the clicks as hot leads as they will have read the e-mail, clicked, and then read the information on your website. It is a good opportunity here to engage with those interested customers and strike while the iron is hot.
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