Email Marketing

Email marketing has been done ever since email became regularly used. The idea seems to be a win-win on both sides: businesses can directly contact customers without the cost of printing and sending physical mail, while customers can continue to get information about businesses they like but can more quickly and easily delete that information. Today, email marketing has become more automated, but it’s still very much the same as it was when it first began: an electronic version of direct mailers.

Getting Email Addresses

One of the most difficult parts of email marketing is getting email addresses. Businesses go about collecting emails in a number of different ways. Some ask customers for their email when they check out. Others have a mailing list and ask customers if they want to sign up. This may be done in person, or if the business has an online store, customers might be asked if they want to sign up when they check out.

Some businesses collect and use email addresses without the express permission of the customer. For example, they may add the customer to their mailing list when that customer makes an online order without asking. This is often considered a form of spamming. While some customers may be okay with it, some are not and will do everything they can to unsubscribe immediately. This may also ruin the company’s reputation with that customer, especially if they’re signed up for emails every time they place an order.

What to Email

Some businesses don’t email all of their marketing items. Instead, they will use their email marketing list for their weekly or monthly newsletters or promotions. Then they will mail physical ads or reminders for large sales or special events. This makes their physical mailers seem much more important, and customers often pay more attention to them than they would if they received something from the company on a more regular basis.

Email marketing, especially now that emails can contain much more than text, can be done for anything. Businesses can email large, colorful advertisements, provide links to their sites, or showcase new products in email without requiring the user to visit any website.

Email Marketing versus Spam

One thing businesses have to remember is to avoid spamming people. Emailing more than once a week may be considered too much, and some people don’t even want to receive email that often. It’s also important to give customers a way off the email list in case they change their minds.