Email Marketing: Definition, Benefits, and Strategies

Are you running a business and want to grow it? We recommend that you run an email marketing strategy. This marketing strategy has been widely practiced by big brands to this day.

That means, marketing via email is still effective and relevant since ancient times to this day. Keep reading this article from start to finish to get complete information about what email marketing is, for example, benefits, and strategies that can be implemented.

Simply put, email marketing is email containing commercial content or messages sent to customers and potential customers, such as information about products, ongoing promotions or events, and others. The main goal of email marketing is for you to be able to connect with customers and prospects on a more personal basis, then maintain these relationships properly, as well as “activate” passive customers again until they convert into sales.

What is Email Marketing and Some Examples

The definition of email marketing is email whose contents are emails sent to customers and potential customers with contents in the form of messages or commercial content. For example product information, events, or promos that are currently underway.

The e-mail is sent by business people so that they can connect with customers and potential customers in a more personal way. In addition, the email also functions to maintain good relations with customers and increase sales conversions.

Emails containing commercial messages of this type are not spam. But also not the kind of personal email that a friend sends you. Commercial email falls right in the middle between the two types of email.

Did you know that the email marketing strategy was first created in 1978? In the early days, this strategy was able to generate revenue of 13 million dollars for businesses. This is a very fantastic result.

Since then, email marketing has continued to be carried out because it is indeed promising. Even today this strategy is still relevant. To make it easier to understand, here are some examples of emails sent for marketing purposes.

  • An email sent by a travel platform offering a 5% promo for booking plane tickets for Eid.
  • One of the banks that you use sends an email containing a credit card offer with various benefits.
  • E-commerce where you usually shop sends emails containing events that are currently running.

Advantages of Using Email Marketing

As mentioned above, this marketing strategy is more than 40 years old. Even so, this marketing strategy is never obsolete. The reason is, there are many benefits and advantages that you can get by implementing a marketing strategy via email. Check out the explanation below to find out the various advantages of using an email marketing strategy.

Increase Brand Awareness

Every time you send a commercial email to customers, their awareness of your brand, products and services will increase. Indirectly, this will help you to keep the company name or brand in mind.

Later, your brand will still be the first choice when customers or potential customers need the products or services you offer.

Increasing Customer Trust and Loyalty

In addition to brand awareness, customer trust and loyalty will also increase by implementing an email marketing strategy. To achieve this goal, you should not only send messages in the form of product offers and the like.

Schedule delivery of other content such as well-written and engaging newsletters. Choose content that customers or potential customers might like. This kind of email will help them to get to know and trust your business better.

Easy to use

The next advantage of a marketing strategy via email is the ease of use. You don’t have to design it yourself. Now there are many software companies and digital marketing service providers ready to help.

The price for this service is also relatively affordable. You only need to prepare the content you want to send as well as a list of recipient email addresses.

Can Adjust Market Segmentation

You can also adjust market segmentation before sending emails containing commercial messages. Customers can be classified based on behavior, interests and demographics. If you already have segmentation data like this, you only need to choose which group to send the email to.

Selection of segmentation like this makes it easier for you to determine the type of content to be sent. In addition, choosing market segmentation also increases the effectiveness of this one marketing strategy.

Easy to Measure

The last advantage that you get from using a marketing strategy via email is the ease of measuring it. The reason is that there will be a report available for every email that you have sent to customers and potential customers.

The report contains email open rate, click and view rate, unsent email rate, and conversion rate. The data provided in the report is a benchmark to determine the success of the marketing strategy.

The data can also be used as a reference in evaluation. Furthermore, you can make improvements so that the results are maximized in the future.

Must-Know Email Marketing Regulations

When starting to move in the field of email marketing, there is one thing that must be obeyed. Those are email regulations. Email regulations are related to the rights of customers. They must know what to use the information they have provided. There are several rules that need to be noted in the world of email marketing. Here’s an explanation.

CAN-SPAM Compliance

First is CAN-SPAM Compliance. CAN-SPAM stands for Controlling the-Assault of Non-Solicited Pornography and Marketing. CAN-SPAM began to be implemented in 2003 ago. The goal is to protect subscribers’ rights to keep them getting relevant emails. In following this rule, companies must include a lot of information.

Among them are the name and address of the company, including a special link in the email, using the correct email account in the sender and reply fields, and writing a subject that contains the contents of the email.

GDPR Compliance

GDPR stands for General Data Protection Regulation. Email regulation is predicted to build relationships between companies and customers to be more durable.

Indeed, in the GDPR, the requirements that must be met are more stringent. The language used in the email should not be wordy. The data shared in the email must also match the business the company is currently in. In addition, the data used must also be stored properly. Companies must also include their track record. If this GDPR is met, companies can gain more trust from customers.

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