Email marketing is the act of sending a commercial message, usually to a group of people, using email. In a broad sense, any email sent to potential or current customers can be considered email marketing. It usually involves using email to post ads, soliciting businesses, or soliciting sales or donations, and is intended to build brand loyalty, trust or awareness. Email marketing can be sent to a list of prospects purchased or current customer databases. This term usually refers to the delivery of email messages with the aim of enhancing the merchant relationship with current or previous customers, encouraging customer loyalty and repeating the business, acquiring new customers or convincing current customers to buy something immediately, and sharing third-party advertising.
Video Email marketing
History
Email marketing has evolved rapidly alongside technological growth in the 21st century. Prior to this growth, when email became something new for the majority of customers, email marketing was not effective. In 1978, Gary Thuerk of Digital Equipment Corporation (DEC) sent the first mass email to about 400 potential clients through the Advanced Research Projects Agency Network (ARPANET). This email generates $ 13 million worth of sales in DEC products, and highlights the potential for marketing through bulk email. However, since email marketing is developed as an effective means of effective communication, users start blocking content from emails with filters and blocking programs. To effectively convey messages via email, marketers must develop ways to drive content through end users, without being cut off by automated filters and spam erasing software. This results in the birth of a triggered marketing email sent to a specific user based on a tracked online search pattern.
Historically, it is difficult to measure the effectiveness of a marketing campaign because the target market can not be adequately defined. Email marketing brings the benefits of enabling marketers to identify return on investment and measure and improve efficiency. Email marketing allows marketers to see feedback from users in real time, and to monitor how effective their campaigns are in reaching market penetration, uncovering the scope of communication channels. However, at the same time, it also means that the more personal nature of certain advertising methods, such as television commercials, can not be captured.
Maps Email marketing
Type
Email marketing can be done through different types of email:
Transactional email
Transactional emails are usually triggered based on customer actions with the company. In order to qualify as a transactional or relationship message, the main purpose of this communication should be to "facilitate, resolve, or confirm commercial transactions previously approved by the recipient for entry to the sender" along with several other narrow definitions of transactional messages.. Triggered transactional messages include dropped basket messages, password reset emails, purchase confirmation emails or orders, order status emails, reorder emails, and email receipts.
The main purpose of transactional email is to convey information about the triggering action. However, due to the high open rate (51.3% compared to 36.6% for email newsletters), transactional emails are opportunities to introduce or extend email relationships with customers or customers; to anticipate and answer questions; or to sell or sell products or services.
Many email newsletter software vendors offer transactional email support, which gives the company the ability to enter promotional messages in the body of transactional emails. There are also software vendors offering specialized transactional email marketing services, which include providing targeted and personalized transitional email messages as well as running specialized marketing campaigns (such as customer referral programs).
Live email
Direct emails involve sending email solely to communicate promotional messages (e.g., special offers or product catalogs). Companies usually collect a list of email addresses of customers or prospects to send promotional messages directly to, or they lease a list of email addresses from a service company. Secure mail marketing is also used.
Mobile email marketing
Email marketing is developing a large amount of traffic through smartphones and tablets. Marketers are looking for ways to advertise to more users and get them to see longer ads. However, the delivery rate is still relatively low as it is better to filter ads and users have multiple email accounts for different purposes. Because the email is created according to the behavior of the user being tracked, it is possible to post ads based on the behavior of the recipient. Therefore, modern email marketing is more often regarded as a strategy of attraction than a push strategy.
Comparison with regular mail
There are advantages and disadvantages to using email marketing compared to traditional advertising letters.
Benefits
Email marketing is popular among companies for several reasons:
- An appropriate return on investment can be tracked ("track to cart") and has been proven high when done correctly. Email marketing is often reported as the second after search marketing as the most effective online marketing tactic.
- Email marketing is significantly cheaper and faster than traditional email, mainly because of the high cost and time required in traditional mail campaigns to produce artwork, printing, addressing and delivery.
- Businesses and organizations that send high-volume emails can use ESP (email service provider) to collect information about the behavior of recipients. Insights provided by consumer responses to email marketing help businesses and organizations understand and take advantage of consumer behavior.
- Email provides a cost-effective method for testing a variety of marketing content, including visual, creative, marketing copy, and multimedia assets. The data collected by testing on an email channel can then be used across all marketing campaign channels, whether print or digital.
- Advertisers can reach many of the participating email subscribers (i.e., agree) to receive mail.
- Nearly half of Internet users in the United States check or email on a typical day, with email sent between 1 am to 5 am local time beating emails sent at other times in open rates and clicks.
- Emails are popular with digital marketers, up about 15% in 2009 to Ã, £ 292 million in the UK.
- When compared to standard email, direct email marketing generates a higher response rate and higher average order value for e-commerce businesses.
Losses
Until mid-2016 email delivery is still a problem for legitimate marketers. According to the report, legitimate email servers deliver on average 73% delivery rates in the US; six percent filtered as spam, and 22% lost. This lags behind other countries: Australia gives 90%, Canada 89%, England 88%, France 84%, Germany 80%, and Brazil 79%.
In addition, consumers receive an average of about 90 emails per day.
Companies considering the use of email marketing programs should ensure that their program does not violate spam laws such as the United States' Control of the 2003 European Electronic Communications and Paid Attack (CAN-SPAM) Directive, Privacy Policy and Communications Or acceptable to their Internet service providers.
Opt into email advertising
Opt in email advertising, or permission marketing, is an email advertising method in which the ad recipient has agreed to accept it. This method is one of the few developed by marketers to eliminate the weaknesses of email marketing.
Opt in email marketing can evolve into a technology that uses the handshake protocol between sender and receiver. The system is intended to ultimately produce a high level of satisfaction between consumers and marketers. If you select an email ad to use, the material emailed to the consumer will be "anticipated". It is assumed that the recipient wants to receive it, which makes it unlike unwanted advertisements sent to consumers. Ideally, choosing an email ad would be more personal and relevant to the consumer than an unexpected ad.
A common example of permission marketing is a newsletter sent to an advertising company's customers. Such bulletins let customers know about upcoming events or promotions, or new products. In this type of advertising, companies that want to send bulletins to their customers can ask them at the point of purchase if they want to receive the bulletin.
With basic contact information options stored in their database, marketers can submit promotional materials automatically using autoresponders - known as drip marketing. They can also segment their promotions to specific market segments.
Legal requirements
Australia
The Australian Spam Act 2003 is enacted by the Australian Communications and Media Authority, widely known as "ACMA". The law defines the term unsolicited electronic messages , states how the unsubscribe function should work for commercial messages, and provides other important information. The fine ranges with 3 AU $ 110,000 fines issued for Virgin Blue Airlines (2011), Tiger Airways Holdings Limited (2012) and Cellar Master Wines Pty Limited (2013). Canada
The "Canadian Anti-Spam Act" (CASL) came into effect on July 1, 2014. The CASL requires explicit or implicit participation from users, and the maximum fine for non-compliance is CA $ 1 million for individuals and $ 10 million for businesses.
European Union
In 2002, the European Union (EU) introduced the Directive on Privacy and Electronic Communications. Article 13 Instructions prohibit the use of personal email addresses for marketing purposes. Instructions establish an opt-in regime, in which unsolicited email can be sent only with prior approval from the recipient; this does not apply to business email addresses.
Since then the directive has been incorporated into the law of member states. In the UK it is covered by the Electronic Communications and Privacy Regulations (EC Directive) 2003 and applies to all organizations that transmit marketing through a form of electronic communication.
United States
The 2003 CAN-SPAM Act was passed by Congress in direct response to the growing number of complaints on spam emails. Congress stipulates that the US government is showing an increasing interest in national commercial email regulations, that those who send commercial emails should not mislead recipients for their source or content, and that all recipients of those emails have the right to reject them. This law authorizes a fine of US $ 16,000 per violation to send spam to each recipient. However, it does not prohibit spam from sending emails directly, but enforces laws using deceptive marketing methods through "materially misleading or misleading" posts. In addition there are requirements that email marketers must meet in terms of their formats, content, and labels. As a result, many commercial email marketers in the United States use specialized services or software to ensure compliance with laws. Old systems exist that do not ensure compliance with laws. To comply with commercial law rules, the service also typically requires users to authenticate their sender address and include a valid physical address, provides a one-click unsubscribe feature, and prohibits importing a list of purchased addresses that may not grant valid permission.
In addition to satisfactory legal requirements, email service providers (ESP) are beginning to help customers build and manage their own email marketing campaigns. Service providers provide email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESP will provide insight and help with deliverability issues for large email providers. They also provide statistics relating to the number of messages received and opened, and whether the recipient clicks on links within the message.
The CAN-SPAM Act is updated with some new rules including no-fee provisions for opt-out, further definition of "sender", post office or personal mailbox is counted as "valid physical postal address" and "person" definition. The new provisions are effective on July 7, 2008.
See also
- CAUCE - Unsolicited Commercial Email Coalition
- Customer engagement
- List of suppressors
- Email spam - Unsolicited email marketing
References
Source of the article : Wikipedia
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