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By: Mark Henry, Fri Jan 26th, 2007
Electronic mail, better known as e-mail is the primary form of communication over the Internet. Like we all know, it’s quick easy and doesn’t cost much. Thanks to its advantages, e-mail has become an intrinsic part of our lives. It is this fact that Internet marketers are able to make good use of. To put it simply, email marketing is a targeted mass-mailing mode of marketing where the medium of mailing is electronic. Many people believe that email marketing is actually spamming. Well, not quite! Email marketing is a very legitimate and rather popular way of marketing products and services online. The targeted audience is the main feature of genuine email marketing. The emails sent out have valuable content that actually has something to say. Spamming on the other hand is unscrupulous. If you go out and buy a list of email Ids and send utter junk to their email addresses simply to bombard them with mails, then you are a spammer. Thanks to spammers, email marketing has acquired a bad name but it is still one of the most popular ways of successfully marketing via the Internet. Email marketing requires you to send emails about your products and services to prospective as well as present customers. A marketing team specially compiles the mailing list. For instance, if you were selling women’s clothing, you could have a list of ten thousand women living in areas around your stores and you could send them a newsletter telling them all about your new fall-winter collection. Many marketers develop mailing groups through a Subscribe link on their website. The ideal way to send out emails is to people who wish to receive your mails. These people might further circulate your newsletters and increase your customer base. An unsubscribe option is a must have for good email marketing. Email marketing has several advantages. For one, it is personal and costs much lesser. You can develop quality content that can be actually informative and hence attract customers. You could also develop credibility and awareness especially if you are furthering a cause. Emails can stay in the customer’s inbox and he/she can view them whenever, unlike banner ads which will be visible only when the customer logs on. If you do not have the capability and the bandwidth to develop your campaign in-house you can outsource to email marketing companies who will develop rich HTML emails for you and manage the sending. These companies also manage the subscribe/ unsubscribe options as well as bounce-back email. If you are looking at acquiring customers or retaining old customers, email marketing might just be up your alley.
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