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Email marketing
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o is directly marketing a commercial message to a group of people using email.
o every email sent to a potential or current customer could be considered email marketing
o It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
o Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business
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Types of email marketing
• Transactional emails• Direct emails
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Transactional emails
o primary purpose must be to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with the sender
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Direct emails
o involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to
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Marketing mistakes
o Sending emails without permission o Sending emails without goalso The Dear Sir or Madam mistakeo Not proofreading your emailso Not targeting your clients
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Advantages
o Email marketing is significantly cheaper and faster than traditional mail
o Advertisers can reach substantial numbers of email subscribers who have opted in to receive email communications on subjects of interest to them
o If compared to standard email, direct email marketing produces higher response rate and higher average order value for e-commerce businesses
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Disadvantages
• twenty percent of the messages are rejected
• eight percent are filtered
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Opt-in email advertising
• Also called permission marketing The recipient has agreed to receive
advertisements via email• Marketers can send promotional
materials automatically using autoresponders – this is known as Drip Marketing
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Legal requirements
o The EU introduced the Directive on Privacy and Electronic Communications in 2002. Article 13 in this act prohibits the use of personal email addresses for marketing purposes.
o In the USA the CAN-SPAM Act was passed in 2003. It established first standards for sending commercial email.