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  • Advantages of Email MarketingAdvantages of Email Marketing

    • Date: 07/07/09

    • Category: Email Marketing

    Email Marketing is a popular form of direct marketing which uses email to communicate to prospective or existing clients. Any email sent to a prospective or existing client could be considered email marketing, but the term is usually used to refer to sending emails to current clients with the intention of enhancing B2C (business to client) or B2B (business to business) relationships, or sending emails to prospective customers with the intention of making them buy a product or service.

    See Best Practices for B2B Email Marketing

    The advantages of email marketing are:

    • Over half of internet users access email in a single day. This means email marketing has the largest captive audience out of any form of marketing technique.

    • Compared to other forms of direct marketing such as direct mail, catalogues or printed newsletters, email marketing allows businesses to reach a much wider audience for a lot less money.

    • An exact return on investment (ROI) can be tracked using email tracking software, which analyses statistics such as open rates, click-through rates, forwards and links. See What are ‘email metrics’? and Tracking Email Marketing Campaigns

    • As opposed to website-based advertising, email marketing allows businesses to “push” messages to its audience. The delivery time for emails (seconds or minutes) is also a lot less than direct mail (a couple of days).

    • Interaction with emails can trigger other emails to be delivered automatically, meaning recipients can receive relevant content when they want it without the need for human intervention.

    • Email marketing is paper free!

    See Know How to Make Email Marketing Work and Why Email Marketing Matters

    In order to begin sending email marketing campaigns, businesses need to build their email lists. This can be done organically, by the strategic positioning of sign-up forms on websites, company documentation and at social or networking events, or by buying or renting an email list from a reputable company.

    See How to Grow Your Opt-In Email Lists and Building Email Marketing Lists