Email marketing is one of the best powerful tools for direct marketing a commercial message to a group of targeted people using email. In a descriptive way every email sent to a potential or current customer could be considered under email marketing. Generally it involves email to send ads request business, or solicits of donations and is meant to build loyalty, trust or brand awareness.
Email Marketing can be done to either cold lists or current customer database. Broadly the term is usually used to refer to
- Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers to encourage customer loyalty and repeat business.
- Sending email message with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
- Adding advertisements to email messages sent by other companies to their customers.
- Transactional emails
- Direct emails
Transactional emails are usually triggered based on a customer’s action with a company. Triggered transactional messages include dropped basket messages, purchase or order confirmation emails and email receipts.
The primary purpose of a transactional email is to convey information regarding the action that triggered it. But due to its high open rates transactional emails are a golden opportunity to engage customers, to introduce or extend the email relationship with customers or subscribers to anticipate and answer questions or to cross-sell or up-sell products or services.
Direct email involves sending an emails solely to communicate a promotional messages companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies.