• Katrin Lenner

What Is Email Marketing

Email marketing is the process of sending commercial messages, usually to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to:

Sending emails with the purpose of enhancing the relationship of a merchant with its current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately;

Adding advertisements to emails sent by other companies to their customers; and

Sending emails with the purpose of earning revenue, such as through affiliate programs. Email marketing can be very cost effective if done correctly but it can also become very spammy very quickly if not done correctly. Here are some tips on how to do email marketing effectively:

1) Know Your Target Audience - This seems like a no-brainer but you would be surprised how many businesses try to send out mass emails without really knowing who their target audience is. It is important that you segment your email list so that you are only sending relevant information to those who will actually care about it. Not only will this make your recipients happy, but it will also increase your open and click-through rates which are important metrics for any email campaign.

2) Keep Your Emails Short and Sweet - No one wants to read a novel in their inbox so make sure that your message is clear and concise. Get straight to the point and use strong calls-to-action (CTAs) telling your recipients exactly what you want them to do whether it clicking through to your website or making a purchase. And always include links! People are more likely click on links than they are to read lengthy paragraphs of text.

3) Make Your Subject Lines Compelling - The subject line is typically what determines whether someone opens an email or not so this is definitely an area where you want to put some thought into before hitting send. Try testing out different subject lines until you find one that has high open rates then stick with that general format moving forward adding in different keywords or personalizing each message slightly for maximum impact. For example, if you're running a sale you could use something like "Final Chance!" or "Last Day!" which creates urgency and encourages people open see what's inside before it's too late.

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