email Marketing

email marketing    

At its core, email marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity.

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 focussed on providing information of value to the user, geared at building a long term relationship with the user.

As with all eMarketing activities, careful planning is called for, as is careful 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.

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This post and future ones, will be a compilation cited from the book: "eMarketing: The Essential Guide to Online Marketing. Second Edition by Rob Stokes"