E-mail Marketing


By
Geetha C P
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
geetha_aradhana@rediffmail.com
 


Advertising is major industry in today's economy. Advertising represents the main source of revenue for traditional media and is a fast growing source of revenue on the Internet. There are different kinds of advertising and one of the powerful ways is E-mail Marketing.

E-mail marketing is the use of electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing newsletters are the most commonly used form of email marketing. Frequency ranges from daily to quarterly.

However, the term e-mail marketing is usually used to refer to:

  • Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers.
  • Sending e-mails to encourage customer loyalty and repeat business.
  • Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.

Many companies use e-mail marketing to communicate with existing customers, but many other companies send unsolicited commercial e-mail, also known as spam. Most Internet users view spam as a nuisance, and the presence of e-mail spam has tarnished the reputation of e-mail marketing. Due to the volume of spam e-mail on the Internet, spam filters are essential to most users, and legitimate commercial e-mails frequently get caught by filters, and hidden. Sometimes users can not open their mailboxes due to high volume of spam. Yahoo! mail provide a separate folder "spam" for handling spam mails.

E-mail marketing is popular with companies because:

  • It is extremely cheap.
  • It is instant as against a mailed advertisement.
  • It is easy to track. An advertiser can track bounce-backs, positive or negative responses, rise in sales.
  • It has been proven successful when well done.

There are some web-based email marketing services used by businesses and associations. E-mail marketing software enables to easily design rich HTML emails and newsletters, and deliver personalized HTML emails to target audience using mailing lists.

When used correctly, and ethically, email marketing is one of the most effective forms of online advertising.  When abused, email marketers are referred to as spam senders.  Permission-based email marketing with a clear way to opt out of future marketing emails is considered industry standard.
 


Geetha C P
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
geetha_aradhana@rediffmail.com
 

Source : E-mail March 23, 2005

 
 
 

 

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