Email marketing, quite simply as the name suggests, is commercial marketing and promotional communications conducted through the use of email. Generally these messages are sent to current customers or potential customers but can also include emails sent to public venues. Although there are numerous reasons a business may send emails to the group of people mentioned above, in the broadest sense email marketing entails any communication sent with commercial intent. This may be a direct solicitation of new services, or a thank-you email sent to a customer after a sale.
Now that you’re a little more familiar with what email marketing is in a general sense, let’s look at a few specific email marketing campaigns a company may undertake – whether in-house, or through a company that specializes in email marketing services.
Newsletter Emails
One of the most popular forms of email marketing is the newsletter, which are electronic newsletters sent out to subscribed customers or potential customers. Typically newsletters are sent out on a scheduled basis (generally each month) and are a great way to keep your company fresh in the minds of your customers. Newsletters often include informational updates on the company, new products and services, industry news, etc.
Catalog Emails
As companies begin to see the numerous advantages of email marketing, they have begun to shift to electronic catalogs over traditional print based catalogs. Although these emails often do not provide an extensive list of all the products and services offered by a company, they are an excellent way of showcasing new products and services as well as current deals and promotions taking place.
Survey Emails
One of the most important aspects of running a business is keeping up-to-date on what your customer’s wants and needs are. Surveys are an excellent avenue to extract this information. One of the primary advantages of survey emails is that they are cheap and affordable to send out allowing you to reach a large number of potential survey participants. In addition, by adding an incentive to filling out your survey such as a coupon you may be able to turn a reader into a paying customer.
Press Release Emails
Although traditionally press releases are handled by large media such as newspapers, magazines, or television, many small businesses are taking advantage of the low cost and simplicity of press release emails. This is a great way to inform the public and showcase new services and products that your company is offering.
Thank-you Emails
One of most important aspects of running a strong business is post-sale customer relations. By showing customers that you appreciate their business and by making them feel important, you can better ensure a long-lasting relationship. Sending a thank-you email is a great way to do just that.
Whether you’re planning to do email marketing in-house or outsource it to a company providing email marketing services, one thing is for certain – it is an invaluable method of gapping the bridge between you and your customers. By maintaining ongoing communication with your client base you can better ensure you’ll stay fresh in their minds when it comes time for them to purchase the products and services you offer.
