How Email Marketing Works?

How Email Marketing Works?

If you consider marketing as communicating with current and potential

customers, you will see that every email sent from your organisation should be

considered part of your email marketing plan.

Think about all the ways a company could make contact with you.

Transaction emails: when you request a quote, submit a contact form or seek

financial advice there will be a number of emails you may receive. Should you

need to communicate with a brand, you will no doubt need to send an email

back.

Newsletters: these are emails sent to provide information and keep customers

informed. They do not necessarily carry an overt promotion, but instead ensure

that a customer is in regular contact with the brand.

There are two types of commercial emails:

Promotional emails: these are more direct and are geared at enticing the user

to take an immediate action.

Retention based emails: also, referred to as newsletters, these may include

promotional messages but should be focused on providing information of value

to the user, geared at building a long-term relationship with the user.

As with all digital marketing activities, careful planning is needed, as well as

proper testing and evaluating, so as to optimise your revenue. Email marketing

may be highly cost-effective, but the cost of getting it wrong can be very high

indeed.