What is Email Marketing?  Email marketing is the use of email to promote products and/or services. But a better definition of email marketing definition is the use of email to develop relationships with potential customers and/or clients.

Particular groups of customers can be targeted or even individuals. Offering individual customer’s special deals on merchandise and/or services on the customer's birthday, for instance, is one example of email marketing personalization. Email marketing helps a business develop and maintain a ABGrelationship with a customer over time that hopefully results in increased sales and increased customer loyalty. At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their customers.

Developing Email Lists

Developing one's own email list rather than buying an email list(s), and making participation in your email list opt-in rather than opt-out (using permission-based email marketing).

There are many ways to build these “permission” lists from asking customers for their email address when closing sales to those you've built from the people who provided the necessary information on your website, for instance, providing these potential customers with news updates about your company, upcoming events and/or special offers – and, of course, reminding them that your business exists and that maybe it's time for another visit.

The Advantages of Email Marketing

The two big advantages of email marketing are price and ease. Emailing is an inexpensive way to advertise your company and its products and/or services compared to many other types of marketing. It's also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.

Email Marketing Is Still Relevant

In an age of increasing usage of Social Media for advertising, email marketing still rules the roost, according to a study conducted by HostPapa:

  • 94% of Internet users use email, while only 61% use social media
  • 75% of adult online users say that email marketing is their preferred marketing method
  • The "opt-in" feature of email allows marketing by consent
  • Email marketing allows targeting by demographics (age, income, etc.)
  • Email messages have a much wider range of formatting possibilities than social media messages
  • email offers more reporting and analytics capability, such as click-through rates, open rates, bounce rates, and conversions

Ideally, email marketing should go hand-in-hand with social media. Adding social media "Like" or "Share" buttons to your marketing emails gives an additional way for customers to connect with your brand

 Email marketing for Non-Profits

Email marketing is also a good way to send newsletters to communicate events and other pertinent information regarding an organization.  “Permission” email addresses can be collected from the organization’s membership.   Emails can then be directed to the organizations membership as a whole or segmented.

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