Email marketing is an approach to advertise your business using email. From a marketing standpoint, every email sent to a potential or current customer can be considered a part of an email marketing strategy. Objectives of email marketing can differ, depending on the business and types of service it provides. Generally, there are three main objectives of email marketing, which are:
Email marketing has two types of emails, which are transactional and direct.
Transactional emails are usually triggered-based and are sent based on the customer’s personal actions related to the company’s website or advertisement. For example, in ecommerce, when you purchase a product from an online retail shop (Amazon, Best Buy), you can later receive an email with recommendations on making an additional purchase to your recent one. Also triggered transactional messages include password reset emails and email receipts.
Direct messages, or direct emails, is usually a conversation between two individuals, one of whom is the company’s representative. The goal of direct emails is to promote and encourage a potential customer (also known as a prospect) to buy a product or service. The content of such messages usually includes a special offer (for example, buy 1 product and get a second one for free) or a promo discount for certain goods. For these types of messages, companies collect a list of prospects and customers using surveys and organizing public events. They can also “rent” a list of prospects from other companies.
Despite the fact that email marketing is one of the most popular types of marketing with companies, there are advantages and disadvantages of adopting email marketing:
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