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Email Database and Email Marketing

All of us are far too familiar with email newsletters that waste our time, pitches that annoy us, and downright spam. Those don’t work.

What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you … that you’re not a soulless self-promoting spam-bot.

Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).

 

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How Email Marketing Works

Over the past 200 years or so, the principles of modern advertising haven’t changed much. If a business wants an audience to purchase certain goods or services, it needs to make a persuasive argument and put it in front of people. As far back as the late 18th century, Benjamin Franklin’s Pennsylvania Gazette started including headlines, drawings and other advertising techniques for products along with its usual editorial articles [source: GMU]. If you flip through magazines and newspapers at your local newsstand, although styles and interests may have changed, the basic technique businesses use to communicate with consumers is still the same.
Exactly how businesses get their message out, on the other hand, has changed dramatically and continues to change. The ubiquity of television in our homes, for instance, made it possible for advertisers to market their products to a huge audience during commercial breaks, whether they liked it or not. Telephones eventually gave way to telemarketing, much to the chagrin of families in the middle of dinner.
Another common form of marketing communications is direct mail. When you open up your mailbox hoping to find letters and postcards, you instead see a handful of flyers for local restaurants and retail stores that offer coupons and inform you of upcoming sales. After a quick glance, most people probably end up throwing these ads in the trash. Not only do businesses spend a lot of money for nothing, but lots of paper gets wasted in the process.
The Internet has introduced a new twist on direct mail and given businesses another chance to reach people, a technique known as e-mail marketing. It’s a cheap, fast way to reach a large base of customers, and unlike direct mail, it’s easy to track the effectiveness of an e-mail marketing campaign electronically. On top of that, it can help save a ton of a paper, since the U.S. Postal Service delivers more than 87 million pieces of direct mail each year [source: Environmental Sustainability Committee]. If done right, it can also provide revenue — the Direct Marketing Association predicts that for every dollar spent on e-mail marketing in 2008, companies will make $45.65 million in sales [source: Direct].
Sounds great, right? Is e-mail marketing the perfect, inexpensive way to target customers, or does it have any disadvantages? What about spam? To learn about how companies get the word out on their products with e-mail marketing, read the next page.

 

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What is Email Marketing? – IndiaEmailDatabase.com

Electronic marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database. Broadly, the term is usually used to refer to:

  • Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
  • Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
  • Adding advertisements to email messages sent by other companies to their customers.

 

Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016.

 

 

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