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Marketing services for small and medium companies

Glossary of Terms - Email Marketing

Email is a form of communication via the internet. Email marketing is a form of direct marketing which uses internet email to communicate the message. The objectives of email marketing are usually to recruit new clients or customers, to build awareness of a brand, to bring traffic to a website or to promote new services and products to an existing customer base. The latter form of email marketing is usually in the form of an e-newsletter.

The advantages of email marketing over postal direct marketing are that it is much quicker to deliver in quantity and also much cheaper as there are no postal, print or handling costs. For email marketing in the form of an e-newsletter the sender would usually develop their own email list from their existing customer base, for a sales email marketing campaign the list would be more likely to be purchased from a list broker.

The main restriction on email marketing is that emails can only be sent to businesses and or individuals who have specifically opted to receive unsolicited emails. Unsolicited email is now illegal in the UK, however it is not illegal to send unsolicited emails to email addresses that are given as main contact email addresses in the public domain. An example of this would be a sales@ or info@ email address that was available on a website and given as the main contact email address for the business.

When purchasing a list for an email marketing campaign it is always a good idea to ask how the data on the list has been assembled, was it by gathering email addresses from websites or by directly confirming opt-in. The later type of list is likely to give better response rates – and less problems!

The design of the email itself is crucial including the subject box topic. A good email design would include several click through points to a website for further information and have clear and concise copy. A well designed email and a quality list give an email marketing the best chance of providing return on investment.

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