- Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
- It usually involves using email to send: 1) Ads; 2) Request business; 3) Solicit sales; 4) Donations; 5) Build loyalty; 6) Trust; 7) Brand awareness.
US firms expenditure on email marketing
- 2011: $1.51 billion.
- 2016: $2.468 billion.
Types of email marketing
- Email newsletters: Email newsletters are direct emails sent out on a regular basis to a list of subscribers, customers. The primary purpose purpose of an email newsletter is to build upon the relationship of the company
with their customers/subscribers.
- Transactional emails are usually triggered based on a customer's action with a company. Triggered transactional messages include basket messages, purchase or order confirmation emails and email receipt.
- Direct email involves sending an email solely to communicate a promotional message (for example. an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or
prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies
- Tuesday: Tuesday was the top day of the week with 25.4% of emails sent on Tuesday getting opened.
- The worst days of the week are Saturday and Sunday, both under 1%.
- 75% of all emails delivered get opened between 6am and 6pm.
- 95% of all emails delivered are can spam compliant?
- Email marketing (on the Internet) is popular with companies for several reasons:
- Return on investment: An exact return on investment can be tracked ("track to basket") 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.
- Subscribers: Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.
- Click rates: Almost half of American Internet users check or send email on a typical day, with email blasts that are delivered between 1 a.m. and 5 a.m. outperforming those sent at other times in open and click rates.
- Global reach: No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacles in email marketing.
- Lower cost: No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacles in email marketing.
- Interactive: No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacles in email marketing.
- Highly personalized: Email enables you to personalize and greet every person you target. This helps in creating a special bond with the prospects.
- Marketing: With an email the audience can understand your offering even when you are out of office.
- Results: Special tools are available that accurately measure click-through rate, conversion rate, how a person one arrived at your website, and more, to enable you to assess the success of different email campaigns.
- Targeted marketing: Since prepackaged and custom-built lists are available, you could reach only those who might require your services, solutions or products without bothering those who do not. You can select each one
of your targets based on geography, age, income, spends, and many other parameters.
- Faster response: Time to receive responses through e-mail is one to three days, where you will get maximum responses on day one itself, while a direct mail campaign would take minimum 7 to 12 days to generate any
- Simplest: Executing an email campaign is simple and you can do it sitting at home without any extensive resources.
Sources: http://www.freelancercafe.com/sales-a-marketing/emailnewsletter-marketing/686-email-marketing-statistics.html; http://en.wikipedia.org/wiki/Email_marketing.