E-mail marketing is a form of direct marketing that uses e-mail as the delivery medium for communicating a marketing message to a group of people. Any e-mail sent to existing or prospective customers can be regarded as e-mail marketing. E-mail marketing is used for both internal customer contacts or customer prospect lists purchased from external sources. E-mail marketing can be used to help enhance the relationship of a business with its customers as well as to reach out to acquire new customers. Specifically e-mail marketing is used to support customer loyalty and encourage repeat business with existing customers, as well as to deliver information and offer promotions to both customers and prospects via newsletters and other forms of communication. Different types of e-mails, used by businesses to achieve these objectives, are as follows:
Types of Email Marketing
The main focus of promotional e-mails is to deliver offers or invitations that are relevant to a subscriberâ€™s preference settings, resulting in either a sale or another predetermined action. It is important to make sure the e-mail is relevant to the recipient and well written to ensure the customer will want to continue receiving and paying attention to such e-mails.
Confirmation e-mails are sent to customers to confirm receipt of a customer request. Some common types of confirmation e-mails include subscription confirmations, e-mail address verifications, login details, auto-responses to customer e-mails, updates to subscription preferences, unsubscribe requests, and more.
Informational e-mails are sent to educate subscribers on topics relevant to their preference settings with the provider. This type of e-mail is often in the form of a newsletter. For example, an agency specializing in corporate travel may send an e-mail about special rates on business class flights and discounted hotel rates for business travelers.
Lifecycle e-mails are sent to customers to support acquisition, conversion, growth, retention, and reactivation of subscribers. When a marketing automation software company sends an e-mail about an upcoming webinar on strategies for lead generation to prospects who previously downloaded an e-book on the same topic, it supports the earliest stage of the customer lifecycleâ€”raising awareness of the company.
Transactional e-mails are usually trigger-based e-mails based on a customerâ€™s action with a company, often to acknowledge that a business transaction has been completed. Purchase receipts are the most common type of transactional message. As these e-mails are usually opened and read by the customer, transactional e-mails provide an opportunity to cross-sell or up-sell by including promotional messages within the body of the transactional e-mail.
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