Email Marketing, the basic concepts and principles

Email marketing is now considered as one of the basic and important tools to reach your potential customers. It is also an additional opportunity for promotion on the Internet and in this way, the client can communicate with the seller and service provider. The main objective is to build loyalty and increase sales.

The marketing market is actively developing and new solutions, practices and opportunities are constantly emerging, but it is postal marketing that remains one of the most important tools to work with. This option is used for a variety of purposes, from direct sales to improving customer feedback.

What is Email Marketing?

This method helps create as well as strengthen quality relationships with the target audience and also increases repeat purchase rates. In addition, it is the preferred way for companies to promote new products and quickly gather feedback from users regarding the work and product.

The main advantages are:

1. Budgetary support for the channel.
2. The ability to build a relevant base of your own audience.
3. Effective communication between buyer and seller.
4. The ability to engage in all sorts of interactions, for example, researching recommendations, acquisitions, and so on.
5. Automation of the process.
6. Increased efficiency through personalisation based on consumer data.

Types of messages

In practice today a variety of e-mail types can be used, among which the following ones deserve attention.

Welcome email

A welcome letter which comes after you have subscribed. This is a kind of guarantee of the effectiveness of the mailing, and it gives the understanding that the communication is established and the target audience will be aware of the products in the future. And statistics show that such messages are opened more often.

Informative message

This format is the most frequently encountered and serves to reinforce loyalty through quality content. The idea is to disseminate useful materials or to widen the target audience.

Digest

This variant is a bit like a newsletter, but it is supplemented with a short summary of new information, current for the week and so on.

Commercial Letter

Often serves as a direct sales pitch. As for the content, it can act as a continuation of the offer or contain a description, recommendations, general information about promotions.

But here you need to be very careful, because an aggressive strategy is more likely to make the client dissatisfied.

Mailing

It’s a series of messages that will increase the customer’s interest over time. But it also requires a well-designed strategy, which is the only way to get the desired result.