What is email marketing and how does it work?

Email Marketing is one of the most used tools for digital communication. The term Email Marketing summarizes the strategies implemented by a company to promote certain services or products. This type of action aims to have economic returns from the dissemination of content and a positive response to the promotion of one’s business.

The marketing strategy, through the direct sending of emails or DEM (Direct Email Marketing) to the regular user or potential customer, is perceived as attention to wanting to build a personal relationship between the company and the recipient of the digital mail.

The message has promotional or informational content of a periodic and not impromptu nature.

To carry out this type of service, there are online databases of e-mails that can be purchased, or there is the possibility for the company to build its own database by registering the user with its own service. newsletter.

How Email Marketing Works

Email marketing is one of the most direct tools for inviting a specific user to make a call to action, that is an action described in the email.
This tool, like most marketing tools, must be used effectively in order not to cause unwanted effects.
One of the most common undesirable effects is the cancellation by the recipient of the marketing action because it is overwhelmed by emails of all kinds, such as promotional emails, information, discounts, etc., without a well-targeted marketing action.

What is ROI and How It Works

Recent studies have shown that the ROI or return on investment (in Italian means the return or fallout of the investment made) of email marketing, for the effectiveness and return of the advertising message, also precedes the SEO indexing techniques of websites.
According to industry analysts, the sending of DEM e-mails is not considered as an unwanted communication, but the user or customer relates to the message actively, deepening the content and carrying out research based on what is received.
The advertising message that uses email marketing strategies has a greater chance of being read than the banner placed on a site or from an article published on a site or a post on social networks.

ROI is a parameter with which some indicators of relapse and the effectiveness of the action can be verified. There are, in fact, software that measures this parameter, and when a direct marketing campaign or DEM has implemented this type of measurement is essential because it predicts and quantifies future revenue concerning a marketing action by sending emails.

The Use of Email Marketing in Various Sectors

Communication strategies on the web must be modulated according to the target and the set objective. Email marketing has shown tangible effectiveness in all economic sectors of the web, its use is effective in many business and market sectors.

The email and its content have the ability to establish a relationship between the supplier and the customer, with a personalized approach that a banner placed on a website cannot have. The visitor of a web article is not necessarily clicked on an advertising banner, while the probability of reading the content of an email is much higher. An e-mail can contain a personalized message thus creating an empathic relationship between those who send the massage and receive it.

How to Use the Newsletter in Email Marketing

As mentioned in the previous paragraphs, the newsletter is a service where a user voluntarily signs up to receive news and promotions from the company, this is the best solution of all because, through the newsletter service, a database of own emails is built. with flat authorization for use.

With this type of database, you can establish lasting contact with the customer or potential customer by setting and planning the right strategy to use, not for the sole need to sell a product or service but by creating a link between the parts where the company goes. to simplify a problem by finding the solution.

The Use of Email Marketing in Various Sectors

Communication strategies on the web must be modulated according to the target and the set objective. Email marketing has shown tangible effectiveness in all economic sectors of the web, its use is effective in many business and market sectors.

The email and its content have the ability to establish a relationship between the supplier and the customer, with a personalized approach that a banner placed on a website cannot have. The visitor of a web article is not necessarily clicked on an advertising banner, while the probability of reading the content of an email is much higher. An e-mail can contain a personalized message thus creating an empathic relationship between those who send the message and receive it.

Mistakes not to make with Email Marketing

One of the mistakes not to make is to send e-mails where there are explicit phrases in the form of slogans such as those that aim to impose: offers, discounts, with which the cards and characteristics of a product are outlined. These types of e-mails do nothing but divert the customer or potential buyer from the purchase and from the company itself.

Many companies make the mistake of buying a large number of e-mails of potential customers from resellers of email addresses available online, to send them continuously to these addresses, inviting them to visit sites or blogs that are mostly static pages that are not updated.

This is a mistake that must not be committed, in fact, if the communication via e-mail must be well structured and sent continuously, the website and the company web pages must also be updated with always new and interesting content.

Conclusion

To be able to send mass emails there is specific software, paid or not, which allows you to create an ad hoc advertising message based on the campaign you want to create. This software also has parameters that allow those who create the message to prevent the email from being recognized as SPAM and therefore marked as spam by the various providers.

In fact, many providers that manage email boxes have activated powerful anti-spam filters that reject emails that do not reflect certain characteristics indicated in the sending software. There are many platforms on the market for the professional sending of e-mails, capable of avoiding the risk of them being classified as SPAM and never viewed and read because, as mentioned, they are marked as junk mail.

Having said that, we conclude by saying that email marketing is a tool of a much broader marketing strategy and that every company should adopt to grow in the web world.