Email marketing is a type of digital marketing, where the marketing message is communicated through an Email. This can be through ads delivered to a user’s email account by the service provider (like those annoying Gmail ads that we keep getting) or a mail is sent by the business to its customers or leads who have subscribed with the business for communication. Email marketing is a type of
What type of mail?
Between a business and a user, there can be different types of mails that happen with different motives besides marketing. There is no hard and fast rule as to exactly what type of mails are part of Email Marketing activity.
The different types of mail that are sent as part of communication includes:
1. Transactional email: this type of email is triggered based on the user’s interaction with the website. Purchase confirmation, sales receipt, password reset etc., fall into this category. The primary purpose of a transactional mail is to provide the user information about the event that triggered it, but due to the high open rates, transactional email provide an opportunity to provide the users with other marketing messages, cross-sell or upsell products etc.,
2. Direct email: emails that are sent to convey solely a marketing message fall into this category. The email addresses are collected on the website through various means, subscription to a newsletter, lead form etc. sometimes, and the mail list is also rented from third party vendors.
Why Email Marketing?
Email Marketing is one of the cheapest ways to push users to your websites. The other type of push marketing includes advertising which is much more expensive.
Like most other digital marketing channels, the exact ROI on email marketing can be calculated and segmented customer targeting can be achieved. When compared to a standard mail, studies report that a direct mail provides higher average order value for ecommerce businesses.
Using email marketing analytics tools, performance of email marketing can be continuously improved to provide higher ROI.
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