Email Marketing is a form of direct marketing used to send valuable messages and other content to its audience. Most, if not all, successful businesses still use this method of marketing as part of their customer acquisition and retention strategy. It is often said that "the money is in the list" and many internet marketers consider list building a cornerstone of their business. Email marketing usually refers to:
- Sending a series of emails to customers to develop or maintain an ongoing relationship, customer loyalty and repeat business.
- Sending email messages to customers and prospects to convince them to purchase something immediately eg. with a time-limited discount.
- Sending third party advertisements to the list owners' subscribers:
- As a paid solo ad from the third party
- An affiliate offer
- Combination of the above
- Return on investment (ROI) can be tracked and is proven to be high when done properly. This is especially so with permission marketing via an autoresponder service, where the visitor chooses to opt-in to receive further email messages from the list owner. Statistics can then be gathered based on subscriber actions to determine the success or failure of the email marketing campaign.
- Advertisers can reach large numbers of subscribers to:
- Develop relationships,
- Get feedback
- Provide value
- Make sales
- Email deliverability is still an issue for many marketers, even those with permission-based, opt-in, email lists.
- Responsiveness, on average, has decreased over the years as people have got used to and even tired of receiving increasing amounts of email.
Opt-in Email Marketing
Opt-in, permission-based, email marketing is where the recipient consents to receiving further email messages from the list owner. It is one of the methods developed to overcome or eliminate the disadvantages of email marketing. It is widely accepted that a more positive relationship between sender and receiver is created when a user opts-in.