Email marketing the act of sending a promotional message to potential or current customers in the form of an email. When considering what email marketing means, there are a few ways to explain it ranging from the broad definition to the very specific definition. Here’s a look at a few key parts of a successful email marketing campaign.


  1. Direct Email – Emails that are sent to your current and potential customers
  2. Retention Email – Frequent and regular emails are sent to your current customers
  3. Email Placed Ads – Marketing ads that are placed within emails sent by others



Let’s look further at each of these components.


  • Direct Emails

It is a call to action on the part of the customer. Let’s say you receive an email from a business. You may or may not have heard of them, and you may have never signed up for any of their email lists. Businesses can obtain these lists by buying them. Either way, the business sees you as a potential customer and wants to entice you with a good deal. You may even have done business with them before and they want to do business once more by offering something you might be interested in, or give you a better deal than before. The main purpose of direct mail is for a business to offer promotions to their customers to generate sales. Businesses may promote a product or service, or they may even ask you to sign up for special offer or event. Potential customers are more likely to get these types of emails.


  • Retention Emails

Retention emails are the equivalent of printed newsletters. While still promotional in nature, retention emails attempt to retain customer loyalty by offering the customer something. This could range anywhere from coupons to up-to-date news on the latest products. These types of emails are sent out on a regular basis. It could be a weekly or monthly basis, but usually the business tries to send out emails weekly to retain customer interest.


  • Email Placed Ads

Another way to do email marketing is to get some advertisement space within another email. Many times, businesses that send out retention emails reserve space for other businesses to place their advertisements. This can be beneficial for you as a business owner, this is why studying your target market is so important, it allows you to put yourself in front of your ideal clients. Knowing what other types of businesses your potential customers go to and listen to, can be advantageous to you because it allows you to strategically place your ads in emails, giving you a fair click-through-rate (CTR). It is also a benefit for the businesses which you are partnering up with to do ad placement, because they will be able to track the behavior of their customers in each email to determine what is getting the best CTR in their email campaigns.



Does Email Marketing Work?

Simply put, yes, email marketing works. Of course, there is the stigma of SPAM that keeps people wondering whether or not email marketing is still effective. Email marketing, just like other forms of Internet marketing such as social media marketing, is fast paced and must be adjusted based on your subscriber’s behavior within each email campaign. As you can see, many companies invest quite a lot in their email marketing campaigns. They are willing to spend the money because they are seeing a return on their investment. Your email marketing campaign can also be monitored once you have sent out emails to customers, both current and potential.

The data can be analyzed in a number of ways, including web analytics, downloads, search inquiries and visits to promotional events and offline stores. Using an email marketing software is the best way to grow your email list and track your campaigns. Make sure you do your research and find an email software that suits your needs and fits in your budget. It may also help to hire a professional writer to take care of your email copy. With their expertise they will make sure you have effective emails going out to your list, that are building up trust with your readers so that they are ready to buy from you when you send out your promotional offers.


P.S If you need help growing your email list Lead Pages offers a FREE Weekly Webinar to help you grow your email list. They also show you digital marketing strategies to help build and grow your business online:

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