How It Works Email Marketing :
If you consider marketing as communicating with current and potential customers, you will see that every email that is sent from your organisation should be considered as part of your email marketing plan.
Does that sound a little complicated? Consider an online retailer, www.zappos.com. Zappos is an online shoe retailer. What are the ways that, as a customer, you might receive emails from Zappos?
Transaction emails: when you place an order, there will be a number of emails that you receive, from confirmation of your order, to notice of shipping. Should you need to return an item, you will no doubt communicate with Zappos via email.
Newsletters: these are emails which are 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.
Promotion emails: should Zappos have a summer sale, they will send an email relating directly to that promotion.
There are other emails sent by Zappos, for example:
Emails to suppliers
Communication with affiliates
All of the communication sent out can be used to convey your marketing message.
Every touchpoint will market the organisation. However, here we will focus on commercial emails.
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.
If you consider marketing as communicating with current and potential customers, you will see that every email that is sent from your organisation should be considered as part of your email marketing plan.
Does that sound a little complicated? Consider an online retailer, www.zappos.com. Zappos is an online shoe retailer. What are the ways that, as a customer, you might receive emails from Zappos?
Transaction emails: when you place an order, there will be a number of emails that you receive, from confirmation of your order, to notice of shipping. Should you need to return an item, you will no doubt communicate with Zappos via email.
Newsletters: these are emails which are 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.
Promotion emails: should Zappos have a summer sale, they will send an email relating directly to that promotion.
There are other emails sent by Zappos, for example:
Emails to suppliers
Communication with affiliates
All of the communication sent out can be used to convey your marketing message.
Every touchpoint will market the organisation. However, here we will focus on commercial emails.
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.
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| How It Works Email Marketing |
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.
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.
