Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold 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 messages 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.

email marketingResearchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will spend $2.468 billion by 2016.

Email Marketing For Business

Email provides you the most direct line of communication for conversion to sales – which is why the most savvy online marketers have no intention of giving it up any time soon.

It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself – and saves a tree or two. It’s what you use when you want to move from “conversation to commerce.”

All of us are far too familiar with email newsletters that waste our time, pitches that annoy us, and downright spam. Those don’t work.

What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you – that you’re not a soulless self-promoting spam-bot.

Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).