What is Email Marketing? Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In a broader sense, every email we send to a potential or current customer can be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing that we do to either cold lists or current customer databases. Broadly, this term is usually use to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers, or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.
Some common techniques used in email marketing include:
- Segmentation: dividing your email list into smaller groups based on certain criteria (e.g. location, interests, behavior, etc.) so you can send more targeted and relevant messages.
- A/B testing: sending two slightly different versions of an email to a portion of your list. Then measure which version performs better.
- Personalization: using a customer’s name, location, or other information to make the email feel more relevant and personalized.
- Automation: Set up automated email campaigns that trigger based on certain actions. (e.g. abandoned cart emails, welcome emails, birthday emails, etc.).
- Mobile optimization: ensuring that your emails look good and are easy to read on mobile devices.
Effective email marketing requires a well-thought-out strategy. A targeted email list, and engaging content. If done correctly, it can be an extremely effective way to reach and convert customers.