Email marketing is the act of sending a commercial message, typically to a group of people, using email.  There are more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than Twitter? In its broadest sense, every email sent to a prospective or current customer can be considered as email marketing. This usually involves the use of email to send ads, request a business, or ask for sales or donations, and this is to create loyalty, trust, or brand awareness. Marketing email can be sent to the purchased lead list or current customer database. Words usually increase the relation of a merchant with current or previous customers, encourage customer loyalty and repeat business, to gain new customers or to buy existing customers immediately to believe and share third-party ads. References refer to sending email messages with purpose.

Email marketing working principle

Transactional email marketing

It is a type of email sent to facilitate an agreed-upon transaction between the sender and the recipient. The Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender” along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.

Transactional email working

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products or services. Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs).

Direct email marketing

Direct email marketing is a format for email-based campaigns in which standalone advertisements are sent to a targeted list of recipients. Direct email involves sending an email solely to communicate a promotional message (for example, a special offer or a product catalog). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies. Safe-mail marketing is also used Opt-in email advertising, or permission marketing is a method of advertising via email whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of email marketing.

Direct Email marketing

Opt-in email marketing

Opt-in email is a term used when someone is given the option to receive email. Typically, this is some sort of mailing list, newsletter, or advertising. Without obtaining permission before sending email, the email is unsolicited bulk email, better known as spam. Opt-in email marketing may evolve into a technology that uses a handshake protocol between the sender and the receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in email advertising is used, the material that is emailed to consumers will be “anticipated”. It is assumed that the recipient wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in email advertisements will be more personal and relevant to the consumer than untargeted advertisements.[citation needed].

A common example of permission marketing is a newsletter sent to an advertising firm’s customers. Such newsletters inform customers of upcoming events or promotions or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter. With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically using autoresponders—known as drip marketing. They can also segment their promotions to specific market segments.