"surfing" the net I found an interesting article on email marketing and it seemed appropriate to share you transcribe as is without making any changes ..
This text is:
Alejandro Wald - alejandroarrobawaldweb.com.ar
Lecturer, trainer and author.
http://www.gestiopolis.com/Canales4/Wald/75.htm
"A simple introduction for newcomers to the field. Email marketing is, as the name implies, the use of email in marketing communications.
What kind of email?
In its broadest sense, the term covers any email you send to a customer or potential customer. In particular, the term is used to refer to:
1. Sending promotional emails to try to acquire new customers or to try to persuade existing customers to buy again
2. Sending emails designed to encourage customer loyalty and improve commercial relations
3. Placing your marketing messages or advertisements in emails sent by other people.
Let's see, Wald, an analogy ...
You may think that these three forms of email marketing is like the electronic equivalent of:
1. Direct mail
2. Sending a printed newsletter
3. The placement of advertisements in magazines and newspapers subscription
There are, however, one extremely important difference: the issue of the permit (see below)
Why is so popular email marketing?
Email marketing is so popular because:
- Sending email is much cheaper than most other forms of communication
- The email lets you deliver your message to the people (not as a website where people have to go find your message)
- Email marketing has proven very effective for those who use it correctly
The three main types of email marketing
return briefly to the three types of email marketing:
1 .
Direct Email Direct Email involves sending a promotional message in the form of an email. May be an announcement of an offer especially, for example.
As you may have a mailing list of customers or prospects to send your promotions, you too can build a list of email addresses of prospects and customers.
2. Email retention
Instead of promotional email designed only to encourage the recipient to do something (buy, subscribe, etc.), You could send emails retention.
This type of communication often takes the form known as a regular email newsletters.
A newsletter may include promotional or advertising messages, but its primary purpose is to produce a long-term impact in their relationship with their customers.
must provide value to their readers, which means more than just messages to sell.
must contain information, entertainment or other benefits to readers.
3. Advertising in emails to other people.
Instead of producing its own newsletter, you can find newsletters published by other people and pay them to advertise on the emails they send to their subscribers. In fact, there are many email newsletters that were created for that purpose: sell advertising space to others.
Because people are tired of receiving email marketing messages, are these quality publications which are likely exhibiting a greatest potential for the future.
Where is the problem?
All this sounds great. Imagine how much cheaper it is to send a message to thousands of email addresses, against the cost of sending out thousands of postal!
Unfortunately, it is not so simple. Adding to the complexity of design and send email messages to the right people, getting them to read and respond to your message, and measure and analyze the results, is the issue of permission.
What do you mean, Wald, with "permission?"
responsible email marketing is based on the idea of \u200b\u200bpermission. This is a complex issue and is the subject of intense debate in the marketing community.
Basically, you need permission from the owner of an email address before sending a commercial email.
If you do not have this permission, then the recipients of your email they can view your message as spam, ie unsolicited bulk commercial email.
YOU DO NOT SEND SPAM!
If you are accused of sending spam, you may find your email accounts closed, discharged place and reputation, the floor. In some parts of the world, you'll even be breaking the law.
Beyond these practical considerations, there is another strong argument successful business relationships based on long-term email marketing can only work if they are based on the permit.
The big question is, of course, which means permission, and that's the main reason for debate. It is important to remember that on this issue, not his point of view, even the majority view, that counts.
What counts is how they see the cuetión who receive their emails and how they see those who are responsible for managing infrastructure Internet. Permission
An example is when your customer buys something in your e-commerce site and also selects a box with the text "Please send me news about product updates via email."
Now you have "permission" to send that person product updates by email, provided you also gives you the opportunity to rescind permission at any time. Educate
is important to make clear that anyone who is considering using email marketing should be educated about the issues of permission and spam.
If you do not understand the importance of permission and the risks of ignoring it, then you could be going straight to a commercial disaster.
For starters, I suggest reading the book "Permission Marketing" by Seth Godin. "
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