Understanding of Email Marketing


What is email marketing?

Email marketing is an act that sends message to potential or current customers using email. The purpose of sending email messages is to enhance your relationship with customers, to encourage customer roralty, to acquire new customers or to convince current customers to buy some products.

You can promote your business using email marketing. Then, it leads to increase sales, and it also helps to tell a story, or share some news.

With the software provided from email service provider (ESP), you can design a campaign for the messages you want to send your customers. In the software, you can find right templates for a campaign design. Designing a campaign easily for the messages from the selected template is huge benefit of using the email marketing software.

Why email marketing?

First of all, it is one of the most cost effective way of various marketing methods.

Second, you can collect information about the behavior of your customers as you send a high volume of emails to them. So, the information collected from email marketing helps you understand and make use of the behavior of your customers.

Third, many people still use email as a means of communication. Most of the people receive or send email on a typical day. So, it can be an opportunity that you notify your business by standing out the mail you sent in your customers’ mail boxes.

Your responsibility for legal requirements

As many emails were filtered as spam, the number of complaints have been growing over spam emails. So, the US Congress passed Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM) in 2003.

By the CAN-SPAM Act, the email you send should not mislead recipients over the source or content of them, and that all recipients of such emails have a right to decline them. So, email service provider (ESP) should provide the special software to comply with the act.

A list of emails for opt-in email advertising

Opt-in email advertising is permission based email marketing, which means that the recipient of the advertisement has consented to receive it. If you don’t have an engaged subscribers’ email list, you have to create an email list by creating sign up form or contact us form. You must NOT purchase an email list because the MailChimp doesn’t allow you to send the purchased list.

Related article: Do not use purchased or rented email list for marketing

Related article: The ways of getting an email list from potential customers

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