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What is E-mail Marketing?
E-mail marketing is a form of direct marketing. It is the promotion of products or services via electronic mail with the purpose of enhancing the relationship of a company with its current or old customers and to encourage customer loyalty and repeat business.
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Email communication is often more effective than printed direct mail, because a reader can click on a link and go straight to the company's website.
Enterprise email marketing solutions include sophisticated email marketing technologies and services capable of launching and tracking integrated online/offline marketing campaigns involving millions of recipients. These solutions help enterprises to improve conversion rates.
Direct e-mail marketing is about sending permission-based opt-in e-mail, rather than unsolicited commercial e-mail (UCE).
Permission-based opt-in e-mail is a term for a promotional e-mail that recipients have previously requested by signing up at a company's website or ad. So opt-in e-mails are only sent to people who specifically request them.
UCE or unsolicited commercial e-mail, also called spam, is a term used to describe an electronic promotional message sent to a recepient without his prior request or consent.
Direct marketing e-mails often include mechanisms that provide the company with feedback on the effectiveness of a campaign, by making it possible to track metrics such as the number of e-mails that were opened, the number of clicks that were generated from an e-mail, the number of recipients that requested removal from the company's list, the number of e-mails that were bounced by the recipient's server etc. |
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