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Emails Marketing
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Email Marketing Issues
Email marketing is one of the forms of
direct marketing, which is done via Internet. Emails are sent
to potential customers to boost the business, and gain the
trust of the customer by disclosing relevant information and
help them to make good shopping decisions. It also enhances
the relationship with a current customer, by repeating
business with them. In simple words the procedure of sending
emails to customers is known as email marketing.
The major advantage of email marketing is
that it doesn’t consume a lot of time, is minimal resource
consuming and is also cost-efficient. Within a short period, a
large audience can be targeted. Features such as
Subscriptions, bounced messages, web bugs, and click through
help enables businesses to track potential customers. Since
the customers can be directly reached, feedbacks can be
collected with ease. In terms of cost also it is not as
expensive as newsletters. Reports have proven that this is the
next best marketing technique after search marketing. It is
effective in tracking the returns on investments.
Email marketing is a modernized version
of mail marketing. The advantage over direct mail marketing is
that it takes less time to reach a customer than mailing. Like
people check their mailboxes daily, inbox is also checked by
majority of the Internet users on a daily basis. Over the
period of time, lots of helpful tools and web services have
been developed. List host is web service that provides lots of
options to the marketers like managing huge emails and email
address database. If the budget is more, list managers can be
hired who can be given charge of opt-in-email newsletters and
managing databases. Software is also available in the market
that does this job too.
When the customer fills the form for the
first time, there are check boxes to be ticked which reflects
their interests. Depending on these choices, an advertiser
sends information to them, this is known as opt-in-email
advertising, because the customer has opted to receive emails
and marketing like this isn’t illegal. The content of the
email can be elaborate, but it shouldn’t be too long as people
are really busy for that. The call to action, also known as
effective words, in the email should be chosen with care. It’s
not necessary that the content should revolve around only one
item; related product’s information can also be included. This
is known as cross selling. By using email blasting or sending
an email to multiple customers at a time can save a lots of
time and will also increase the efficiency.
The dark side of email marketing is
spamming or also known as bulking. Some companies collect
email addresses of people illegally and send irrelevant mails
to them, which can be very annoying. Some hackers design an
email like an advertisement, but when clicked on downloads
adware and viruses that can destroy a computer, which makes it
even more dangerous. To make matters worse, the Direct
Marketing Association of America has petitioned to make
spamming legal. Some prohibitions are also placed on providers
who help out business organizations to manage their email
marketing by giving them already prepared email templates.
Most of the mailing websites have added
the facility of separating spam from genuine email by creating
separate folders for both and this is known as spam filtering.
But in case of large number of spam mails, a useful mail can
go into that folder and can go unnoticed and gets deleted with
the rest of the spam mails. This kind of mail is known as
false positives. But the chances of this happening are rare.
There are many laws against spamming like United States’
Can-Spam act, Europe’s privacy and electronic communications
regulations. According to these laws, the companies should get
their return address authenticated, false physical addresses
should not be included and a one click unsubscribe link should
be place in the email. The lesser penalty involves companies
sending spam to be blacklisted and on a larger scale, they can
be heavily fined.
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