What is email marketing?

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.

Email marketing is also one of the most profitable means of marketing, like SMO, PPC, etc. It refers to sending a commercial message to a group of people, usually potential customers using mail. In simple words, it is the use of emails for promoting products or services as well as developing and maintaining relationships with the clients.

Email marketing can be a very cost effective and powerful way to reach your customers and encourage them to buy your products or services. Through email marketing you are able to send relevant messages to your customers by segmenting your marketing list and tailoring your messages based on customer preferences. Email marketing also enables you to react in real time to customer actions eg if a customer has abandoned a transaction mid-process you can email them to offer an incentive to complete that transaction.

Your email marketing messages can be monitored and analysed to gage how well your email campaigns are performing. This data can help you identify changes you can make to improve the effectiveness of your email marketing messages.

There are also legal aspects to email marketing that you must comply with such as data protection including the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR).

Email marketing is when you send a commercial email message to your ‘email subscribers’ — contacts who have signed up to your email list and given express permission to receive email communications from you.

Email marketing is used to inform, drive sales, and build a community around your brand (e.g: with a newsletter).

Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization.