Email marketing is a marketing strategy that involves sending a commercial message, typically to a group of people, using email.

The goal of email marketing is to develop relationships with potential customers or clients in order to persuade them to buy products or services or take other desired actions.

There are many different types of email marketing campaigns that businesses can use, including newsletters, promotional emails, abandoned cart emails, and drip campaigns. These campaigns can be used to target specific groups of customers or to send personalized messages to individual customers.

In order to be effective, email marketing campaigns should be carefully planned and executed. This includes segmenting the email list to target specific groups of customers, writing a compelling subject line and message, and testing and optimizing the campaign to ensure its effectiveness.

History

Email marketing has grown swiftly alongside the technical advancements of the twenty-first century. Prior to this trend, when emails were still unfamiliar to the majority of people, email marketing was less effective.

However, as email marketing grew in popularity as a direct communication tool in the 1990s, customers began to refer to it as “spam,” (refer to Gary Thuerk, known as the first spammer in 1978) and began filtering and blocking content from emails with filters and blocking programs.

To effectively communicate a message via email, marketers needed to devise a method of delivering content to the end user without being interrupted by automatic filters and spam-filtering software.

Types of Email Marketing:

Transactional emails

Transactional emails are typically sent in response to a customer’s interaction with a company. The primary goal of these communications must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed.

Dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts are examples of triggered transactional messages.

Direct emails

Sending an email solely to offer a promotional message is known as a direct email (for example, a special offer or a product catalog). Usually, companies create a database of client or prospective email addresses towards which they send direct promotions.

Opt-in Email Marketing (News Letter)

Opt-in email advertising, also known as permission marketing, refers to email advertising that the recipient has agreed to receive, for example, a newsletter distributed to the customers.

Customers get such newsletters to stay up to date on future events, discounts, and new items. A company that wants to send a newsletter to their clients may ask them at the time of purchase if they wish to receive the newsletter.

Advantages

Despite the growing number of complaints about spam emails, email marketing is popular among businesses for several reasons:

• Email marketing is significantly cheaper and faster than traditional mail.
• The insights provided by consumer responses to email marketing help businesses and organizations understand to understand their customer behavior.
• Almost half of the citizens in the world have emails.