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Email Marketing

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Email marketing is a form of marketing technique that uses email messages to communicate with customers. These messages may be sent to prospective customers or to existing ones. They are usually sent with the aim of:

• Building brand loyalty -- emails may be used to keep customers/subscribers up to date with news and developments and details of special offers and loyalty programs. They are often sent after an initial purchase has been made or when a visitor to a site has signed up to the service.
• Initiating action -- emails are also often sent with the aim of getting a customer to perform a specific action. So, for example, an online store may send a mail outlining a sale or special offer. The target here is for the customer to then visit the site to perform the desired action. These mails can be solely targeted at existing customers, at new ones or at a mix of the two.
• Introducing affiliates -- some businesses will use email marketing to promote the products/services of other businesses with which they have a connection. This may take the form of running adverts on their own mails or using the email to pitch a product/service or business as a whole.

Email marketing brings a lot of advantages. It is, for example, a quick and low cost way of getting a message to a customer or prospect.

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