Email Marketing

E-mail marketing is a form of direct marketing that uses email as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to: • sending e-mails in order to improve the relationship of a merchant with your current or previous clients and to foster customer loyalty and repeat business, • sending e-mails with the aim of acquiring new customers and convince existing customers to buy something immediately, • add ads to e-mails sent by other companies to their customers, and • sending e-mails over the Internet, like e-mail and does not exist outside the Internet (for example, the network of e-mail and FIDO). The researchers estimate that U.S. companies alone U.S. $ spent 400 million e-mail marketing in 2006 Benefits E-mail marketing (Internet) is very popular with businesses for several reasons: • A mailing list has the potential to distribute information to a wide range of specific potential customers at relatively low cost. • In comparison with other investments in media, such as direct mail or printed newsletters, e-mail is cheaper. • An accurate ROI can be monitored ( "track to cart") and has proven to be high when done correctly. E-mail marketing is often regarded as second only to search marketing as the most effective online marketing tactic • The deadline for delivery of an email is short (ie, seconds or minutes) compared with a notice by mail (ie one or more days). • An advertiser is able to "push" the message to your audience, as opposed to the site based on advertising, which is based on a customer to visit that site. • E-mail messages are easy to trace. An advertiser can track users through autoresponders, web bugs, bounce messages, requests to unsubscribe, read receipts, click-throughs, etc. These mechanisms can be used to measure the rates of open , Positive or negative responses, and to correlate sales with marketing. • Advertisers can generate repeat business affordable and automatically. • Advertisers can reach a large number of e-mail subscribers who have opted in (ie consent) to receive email communications on subjects of interest to them. • More than half of Internet users check or send e-mail on a typical day • Specific types of interaction with messages can trigger other messages to be delivered automatically, or other events, such as updating the profile of the recipient to indicate a specific category of interest. Disadvantages Many businesses use email marketing to communicate with existing customers, but many other companies for sending unsolicited bulk e-mail, also known as spam. Internet system administrators have always considered responsible for dealing with "abuse of the network," but not "abuse in the network." That is, who will act very strongly against spam, but leave matters such as defamation or trademark infringement to the legal system. Most managers have a passionate dislike of spam, which is defined as any unsolicited e-mail. Draconian measures such as having a corporate website, with or without notice, are completely normal responses to spamming. Normally, the terms of service for Internet companies in contracts permit this type of action, so the spammer does not often resort. Illegal e-mail before the marketing legitimate e-mail marketing. In the early Internet (ie Arpanet), you can not use half for commercial purposes. As a result, marketers are trying to establish themselves as legitimate businesses in the e-mail marketing have had an uphill battle, hampered also by criminal spam operations billing themselves as legitimate. It is often difficult for observers to distinguish between legitimate and spam e-mail marketing. First, spammers attempt to represent themselves as legitimate operators. Second, direct marketing groups, such as the U.S. Direct Marketing Association (DMA) have pressured lawmakers to legalize the activities that some operators of the Internet are considered spam, such as sending "opt-out 'mail unsolicited commercial e. Thirdly, the volume of spam has led some people to mistake legitimate commercial e-mail spam. This situation occurs when the user receives an e-mail from a mailing list to which it subscribes. Additional confusion arises when both legitimate and spam messages have a similar appearance, as when messages include HTML and graphics. Established an effective technique used by companies marketing by e-mail is to require what is known as the "double opt-in" method of requiring a potential recipient manually to confirm your request for information by clicking on a link and enter only a unique identification code to confirm that the beneficial owner of the e-mail address has been requested information. Responsible email marketing and auto companies use this double opt-in method to confirm each request before any information is sent out. A report published by the e-mail services company, a return path, starting in mid-2008 e-mail deliverability remains a problem for legitimate traders. According to the report, legitimate mail servers on average implementation rate of 56%, twenty percent of the messages were rejected, and eight percent were filtered. Because the volume of spam e-mail on the Internet, spam filters are essential to most users. Some traders report that legitimate commercial e-mail messages often get caught and hidden by the filters, however, is somewhat less common e-mail to users complain that spam filters blocking legitimate mail. The companies taking into account the use of an e-mail marketing program must ensure that your program does not violate spam laws, such as the United States' Control Assault of Non-requested Pornography and Marketing Act (CAN -SPAM) [5], the European Union Privacy and Electronic Communications Regulations 2003, or your Internet service provider in the Acceptable Use Policy. Even if a company adheres to applicable laws, may be blacklisted (by example, in SPEWS) if Internet e-mail administrators determine that the company is sending spam. CAN-SPAM compliance The CAN-SPAM Act of 2003 authorizes the U.S. a penalty of $ 11,000 per violation of spam each recipient. Therefore, many commercial e-mail marketing within the United States use a service or special software to ensure compliance with the law. A variety of older systems that exist do not guarantee compliance with the law. To comply with the Act regulating the e-mail, services typically require users to authenticate their return address and include a valid physical address, providing a click on an unsubscribe feature, and prohibit the import list Addresses that has not acquired a valid permit. Besides meeting the legal requirements, e-mail began to service providers to help customers set up and manage their own e-mail marketing campaigns. The supply of service providers of e-mail templates, as well as methods for managing subscriptions and cancellations automatically. They also provide statistics on the number of messages received and opened, and whether the recipients clicked on links within the messages. The CAN-SPAM Act has recently been updated with some new regulations which came into force on July 7, 2008. Opt-in e-mail advertising Opt-in e-mail advertising, or permission marketing is a method of advertising via e-mail whereby the recipient of the publicity has given his consent to receive it. This method is one of several developed by merchants to eliminate the disadvantages of e-mail marketing. Opt-in e-mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. [6] This system is intended to eventually result in a high degree of satisfaction among consumers and marketers. If you opt-in e-mail advertising is used, the material that is sent by email to consumers was "expected". It is assumed that the consumer wants to receive, which makes it unlike unsolicited advertising sent to consumers. Ideally, opt-in e-mail ads will be more personal and relevant to the consumer that targeted ads. A common example of the marketing authorization is a newsletter sent to a company advertising for clients. These newsletters inform customers of upcoming events or promotions, or new products. [7] In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the time of purchase if they would like to receive the newsletter. With a base of opted contact information stored in its database, marketers can send promotional material automatically. They can also segment their promotions to specific market segments.