E-MAIL MARKETING

Promoting e-mail marketing campaigns means to realize marketing strategies using the e-mail message as the communication channel with your actual or potential client.

It is important to point out that to send e-mail marketing campaigns is not spamming, that is to send in an indiscriminate way, without the receiver’s consent, a huge number of e-mail messages and/or newsletters. On the contrary, on the base of e-mail marketing campaigns there is always the explicit availability of the receiver to receive advertising information.

All the most recent investigations point out that the e-mail marketing will increase quickly, considering the low price/service relation and the message delivery rapidity.
The e-mail marketing main purposes are:
• acquiring new clients
• fostering customers loyalty

Advantages
The companies appreciate the e-mail marketing very much because:
• It costs less than the direct marketing prepared on paper.
• The investment return (ROI) is usually very high, if it is a well done job.
• It is immediate, above all if compared to the paper mail: an e-mail arrives within few seconds or minutes.
• It allows the advertising agent to “push” the message to the client, the contrary of what happens on a website that “waits” for the visitors to arrive.
• More than half of the web users send or read e-mail messages every day.


HOW THE E-MAIL MARKETING TAKES PLACE
An e-mail marketing activity includes:
• the planning and creation of the e-mail message;
• the e-mail addresses collection, storage and management;
• the sending of the e-mails to the receivers;
• the necessary software management and maintenance.

The decision to carry out these activities inside a company or give them in outsourcing to the suppliers depends on the combination of different factors, as for example:
1. the importance given to the e-mail marketing
2. the specific professionalism available in the company
3. the number of e-mail messages to be sent and the possible need to select the receivers according to specific parameters
4. the frequency of the sending

By deciding to use the e-mail marketing as a strategic communication instrument with your clients and potential clients, it is necessary to study carefully the related costs and advantages considering the decision to carry out this kind of activity inside the company or in outsourcing.
Normally, when there is no much experience, it is advisable to rely on the suppliers for the e-mail marketing activities.

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