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Email Marketing

Email 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, and adding advertisements to email messages sent by other companies to their customers.

How Can My Organization Use Email Marketing?

Including email marketing campaigns in your approach to educate, engage or sell is a great opportunity to connect with a very targeted list. However it is important to consider that you should not abuse your list, you don't want to be marked as spam.

Most companies with an online presence will agree that email marketing is one of their most powerful tools. The size of your email list is often a measure of your reach and power of influence. This is of course provided you have a qualified and targeted list, simply amassing names is not the golden ticket. You must offer value in each email you send. People respond to incentives and if there is no good reason they should read your message then it is probably not worth sending.

Five Challenges in Email Marketing

Listed below are the top challenges email marketers face. You may have already guessed that communicating with your list is not the same thing as sending an individual email to a colleague, client, user or friend.

Email Marketing Integration
Improving Deliverability
Growing & Retaining Subscribers
Achieving measurable ROI
Email Marketing Sales Funnel

Email is just one piece of the puzzle. Knowing when and where to implement it in order to achieve the desired result requires experience as well as patience since optimization is not automatic.

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