E-MAIL MARKETING
What is Email Marketing
Email marketing is one of the tools that is increasingly used by entrepreneurs incorrectly and inappropriately, causing serious technical problems for corporate email.
E-mail marketing is a type of direct marketing that uses e-mail as a means of communicating commercial (and non-commercial) messages to the public.
In a broad sense, any email sent to a customer (or potential customer) can be considered email marketing. However, this term is usually used to refer to:
Sending e-mails with the intention of taking the relationship between a company and its previous or current customers to a more advanced level and to encourage their loyalty.
Sending e-mails with the intent of acquiring new customers or convincing previous ones to buy something immediately.
Adding line items in email messages sent by other companies to their customers.
Companies, both in the United States and in European countries and in emerging economies, are investing more and more resources in e-mail marketing, which is often also used by public and non-profit organizations.
Who is Email Marketing for?
In the field of web marketing, not all promotional tools are applicable to all situations because in general there is NO promotional tool that is ALWAYS GOOD in ALL cases, but here is the exception.
Email marketing is for everyone
Email marketing is the exception to the rule.
In fact, it is the web marketing tool that more than any other is potentially suitable for all types of companies.
The response to this statement is easily found in everyday life: everyone asks you for an email, the clothing store, the supermarket, the pet shop, the supplier company, sometimes even your favorite restaurant.
This is because with email marketing it is possible to obtain the most “intimate” contact that the web promotion tools make available to you: “enter” the mailbox of your customer (or potential customer) creating a communication relationship “one to an exclusive ”one that cannot be obtained in any other way, and this relationship, IF EXPLOITED WELL, is the one that manages to bear the best results.
Goals of email marketing
Well, at this point it should be clearer to you What Email Marketing is and why it can be important to use it for your company as well.
But what goals should an email marketing campaign achieve?
For each company, the daily goal is to SELL products or services, to get in touch with new customers or with existing customers.
The main problem in selling, in our experience, is the fact that in most cases the company comes into contact with the potential customer at a time when the customer IS NOT READY to buy.
Maybe they like the seller, the company meets their trust, they like the product or service you offer, but when they come into contact, for any reason, the potential customer IS NOT IN A CONDITION to buy …
And what happens in many cases like this? It happens that months or even years go by, until that customer is ready to buy, but in the meantime you have never been able to establish a “relationship” with him and he ends up turning to a competitor simply because he shows up at the right time without even calling you. This thing happens often, and it probably has happened to you too
