email marketing is simply the act of sending out a commercial message, usually to an extended group of individuals, by means of email. In its most broad sense, email marketing actually constitutes the use of email to transmit advertisements, solicit donations or request new business. The basic definition of email marketing as a marketing technique does not clearly define what it actually is; therefore, it is sometimes difficult to determine whether or not email marketing actually constitutes marketing. Generally speaking, email marketing means any communication that consists of an object that conveys one or more of the attributes of marketing.
To determine if email marketing is an effective technique for generating revenue, it is important to test different subject lines and call-to-action statements. Differentiating between what is required for a good email and what is required for a bad one will help determine the effectiveness of a campaign. Many businesses mistakenly place the same call-to-action in each email and expect results from a single campaign. Although a single email may not generate the revenues desired, repeated campaigns under the same subject line and call-to-action will definitely achieve better results.
One way to separate email marketing from other forms of advertising is through segmentation. Segmentation refers to identifying the characteristics of a customer so that the email marketing campaigns can be designed. For example, a pharmaceutical company might segment their customers according to age, gender, health status and geographic location. Through segmentation, a company would be able to determine which messages would produce the most responses.
Another way to separate email marketing from other promotional emails is to check for bounce backs or “junk mail” in the inbox. If the customer “returns” a promotional email after reading it, the sender should know and address this concern and remove it from the recipients’ mailings. This method helps send a clear message that the email was read. In addition, the sender can also determine why a particular customer “returns” the promotional emails in the first place.
One of the biggest pitfalls for online businesses when it comes to email marketing campaigns is that many forget about the sender’s contact information. This means that many marketing emails end up in spam filters and are deleted before they have the chance to be read by anyone. An email marketing campaign should never attempt to contact customers with unsolicited bulk mail. A great way to make sure that your customers are made aware of your email marketing campaign is by including them in all email marketing campaigns.
Finally, an important reminder to email marketers: It is never too early to start building a targeted marketing list. Establishing a solid customer base before the holiday season gives you plenty of time to develop new customer lists. If you include recipients in your email marketing campaign who have expressed an interest in your products or services, you will likely notice a boost in new email marketing sales.