Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database.
The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
If your aim is to generate leads, then usually, the first step of an effective email campaign is to find or purchase data. This can be achieved in a number of ways including datamining (researching contact details on websites, directories, membership bodies and social media) or to purchase the data from a reputable source.
You will need an email marketing platform for setting up, running and managing email campaigns, such as MailChimp or Campaign Monitor, both of which deliver robust, scalable, cost-effective solutions.
Best email marketing practices
- Make the content as personal as possible
- Customised, timely and relevant messages are always likely to increase impact
- Sending too many emails can be counterproductive
- Set up an email campaign to minimise its spam rating
- Keep the email simple in design, avoid graphical elements
- As with all marketing activities, testing is crucial
- Understand the legal requirements for email marketing
How can Deep Blue Media help?
We have a lot of experience in running email campaigns and using email marketing platforms such as MailChimp. We also have access to data that can be used for your email marketing campaign. For further information, please contact us.