Definition:
Email marketing is a method in which an advertiser sends advertisements through emails to targeted customers with an aim to offer products and services. The purpose is to sell these goods and services, retain the current customers and bring new clients to the market. It is a push communication tool or a push medium as a marketer prepares an advertisement to deliver to its prospective customers. He is not dependent on the customer to visit his website as it happens in the case of advertisements on websites.
Procedure:
A marketer prepares an opt-in mail list that equips an advertiser with the mail addresses of the potential customers to distribute information or an advertisement. An advertiser should conduct an extensive research about his customers. He should study their psychographics, socio-economic status and geographical conditions. This would help him to determine the likes and dislikes of his customers as he has already studied their mindset. This can help an advertiser to prepare the advertisement for the potential clients. He can take care of the captions, text, colors, graphics or images that he might use in the advertisement. After preparing an advertisement, a company forwards the message to all its clients. The advantage with such kind of advertisement is that its results are traceable. One can keep a record of the results either by checking out the number of sales after the campaign or by recording the responses of the clients. An advertiser becomes aware of the strengths of the campaign that he should maintain and the areas on which his team should work in future campaigns.
Significance:
Marketing through mails is beneficial not only to sell products and services of the company but also to promote the brand of an enterprise. Through mails, you can reach far-flung areas transcending geographical boundaries. You are able to connect with many clients within less time and easily across borders. An entrepreneur is able to tap the international market. An organization can conduct marketing through other forms of media like television, radio, print but it has to adjust the message within short period or within the given length. However, in this form you can customize the message. A company can mention its history, credentials, certification and much more to convince the customers about itself and its products. The delivery time is also short and convenient to send. An entrepreneur can earn popularity for his business at the national as well as international level.
