Email Marketing History
You hear the term ‘Email Marketing’, you probably have visions of a cluttered inbox. Emails from everywhere asking you to buy this now or free trial that … most will never be opened.
In spite of all the unsolicited commercial emails (SPAM), I daily read emails from trusted companies. They provide a valuable service to me. I asked them to send me emails, confirmed my interest and expect to see them.
FACT: 93% of consumers read promotional emails every day. (OutBound Engine)
FACT: On average, $1 invested in email marketing has a ROI of $44 (OutBound Engine)
Impressive, right? How can you get returns like that using Email Marketing? Here’s some things you’ll need to know. An overview so you can quickly identify what you are doing wrong and right.
Email Marketing, Spam and Transaction Emails
Let’s get to the basics. We understand spam. Everything in my inbox is spam with the exception of messages I expect to see. If I see an email and
- Don’t recognize the sender or I,
- Don’t understand the subject or
- Don’t feel compelled to open it.
Spam is not email marketing. Just want to be clear. Some companies make attempts at marketing by sending emails to lists of prospects, clients and associates they believe would benefit from what they are selling.
Email marketing is a permission based process. Before you send, make sure you have proof of permission to send promotional emails. By getting permission, customers expect your emails, understand what’s coming and feel more at ease to open it. Read More About Spam.
Another type of email I receive that are not email marketing are transactional emails. These emails come to you and are expected during the coarse of doing business online. After purchasing an item, you may expect to receive
- Thank You email
- Confirmation email
- Receipt of Purchase email
- Notice concerning Delivery or Pickup
Although you may promote, cross sell or upsell with these emails. They are not considered spam since most people appreciate and expect to receive updates related to a transaction made online. To be safe, always get permission to send emails.
Online, direct marketing uses emails to deliver promotional messages to a group of people. Usually called a newsletter. These newsletters find their way to our inbox. Open your email account and you’ll find dozens of daily messages promoting sales, free trials and give a ways. This is email marketing.
Spam is essentially email messages from people we don’t know, didn’t ask for and will never open.
Transaction emails are from people we have purchased from with information relating to that purchase.
Email Marketing uses a permission based mailing list to send promotional messages to people who have given permission to you to send emails. Email marketers, like you and I, have a legal obligation to get verifiable permission from every contact on our email list. If you don’t have permission, you are spamming and breaking the law.
If I did my job, you have a general overview of marketing with email. The most important task in marketing online with email is to obtain permission to send. Spam is any message you send to a list without their permission.
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