I originally wrote this 3-part series on email marketing back in 2001 and it was modern confessed by the American Marketing Association. Even though several years have bygone these extreme principals quiescent ring true

Email Marketing Basics Part#2: The Rise of Email as a Marketing Tool

Email Marketing Basics Part#2: The Rise of Email as a Marketing Tool

Email is proving itself to be one of further cost-effective marketing tools available which is why some 68 percent of medium- to large-sized US. firms incorporated email into their marketing strategies in 2000

Several attributes statement for the acclivity of email as a marketing tool:

Faster Prep Time

Depending on the campaign universe utensils that you use, email marketing programs can be express to produce and may arrive in the customers inbox immediately

More Flexibility

It is much easier and less expensive to cause multiple offers and test various creative and copy intrigues in email than in traditional delayer mail.”

Reduced CPM

Email messages charge only a few cents per recipient compared to traditional downright mail costs because email campaigns dont incur printing or postage costs Email costs compass from $01 to $025 for per message, compared about $1.70 to $2.00 for each entity mailed in traditional downright snail mail

Greater Acceptance

Some 73 percent of US. consumers gibber they raise email as their practice of collision with online merchants (Virtually the same standard further prattle they elevate rich-content media email with graphics and typography versus plain-text email

Quick Response

Responses from recipients usually arrive within 48 hours reasonably than taking days or weeks via printed and posted mail

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Higher Response Rates

It is easier and other inviting for someone to cope to an email memorandum than to harvest up the phone or mail a emotion card. And email has a much higher regular click-through rates (between 5-15%) than online colours ads

Accurate Reporting

Electronic forms of oratory and sensation make tracking and reporting quick and viable It is much easier than waiting weeks for responses and returns

Email marketing can use a variety of tactics including offers, coupons, contests, newsletters and more value-added links and information

Those tactics can basically be divided into two types permission-based marketing and spam

Spam is the electronic counterpart of refuse mail or that affronting telemarketing denominate during dinner It is unsolicited and unwanted Unfortunately for consumers, today spam represents 10% of all email.

In response to this invasion, email users have created inbox filters and dummy email addresses

Permission emails are those messages that users posses requested This can move the tunnel of newsletters, or a checkbox in the registration process on miscellaneous Web sites giving the marketer permission to deliver product updates or additional marketing information

Forrester Research predicts that the figure of solicited emails leave flourish to 250 billion in 2002. Permission emails hold higher success rates than spam both in terms of ROI and in preserving a companys reputation.

Permission email can take the haunt of acquisition or retention email that is, mailings whose primary objective is to view for customers or whose chase is to forge a relationship with an modern customer base In 2000, some 57 percent of permission email dollars were spent on retention and 43 percent on customer acquisition

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By Hong