Email marketing is simply the act of transmitting a commercial message to an extended collection of individuals, usually to an already established customer base. In its most broad sense, email marketing covers the use of electronic mail to transmit advertisements, solicit donations or solicit sales or subscriptions. The marketing tactics can vary according to the size and the nature of the business. The Internet, for example, has seen the rise of many large scale marketing strategies over recent years and as a result, there are a number of tools that are available to help business owners create effective email marketing campaigns.
One such tool is email marketing software. This is software that is specifically designed to help in creating, monitoring and evaluating email marketing campaigns. Some of these software programs will automatically send out promotional emails to selected members of a targeted list on a regular or daily basis, while others will track the open rates and click through on each individual emails that are sent. Other tools allow the sender to identify the best opening or first impression of the subject line and thereby improve the chances of converting the subscriber into a buyer. Other features that some programs offer include segmentation of the subscriber list into manageable groups and tracking of the results based on different criteria.
Most email marketing campaigns are run by smaller businesses rather than large corporate businesses. Since small businesses often lack the budget to launch expensive marketing campaigns, it is important that the owners find ways of generating revenue from their existing customer base. A cost effective way of doing this is through the use of an online marketing platform. These tools can be used by small business owners to develop their own campaigns that can be managed from a central location. Tools for email marketing campaigns include lead capture forms, registration forms and landing pages.
Email marketing tools may also include social media integration. Some programs will let the user signs up for RSS feeds, where they can receive updates on the latest information about their niche. Social media tools can be used in conjunction with other online marketing platforms such as email marketing campaigns, affiliate marketing and pay per click advertising.
One of the most important factors that can have a direct bearing on the open rate of any marketing email is the quality of its subject line. An email marketing campaign should have a good subject line to draw the attention of its recipients. A poor subject line will not only result in a loss of opportunity but also might cause the recipient to click away from the message because he was put off by the language used. A poor subject line does not only fail to build interest in the email, but also reduces the chances of the email being opened altogether. In order to ensure that the subject line captures the attention of the reader, a good rule of thumb is to keep the subject line creative and interesting.
While some internet marketers feel that it is important to focus solely on email marketing without paying attention to the content of the emails, this strategy could prove to be costly. Paying attention to the content of the emails sent to subscribers is more productive in terms of ensuring that the emails are read and opened. If the content of the emails fails to interest subscribers, the subscriber may not open the email or take time to read it. For this reason, it is important to ensure that email marketing strategy involves the development of an email list with a mix of content and interesting visuals and messages.