Online Marketing: What is Email Marketing? | Benefits of Email Marketing | Direct Email | Joint Mail | Anti-Spam Legislation
Email Marketing
Return to the index of frequently asked questions about online marketing.
What is Email Marketing?
Email marketing is, as the name suggests, the use of email in marketing communications. Email marketing may include:
- Direct mail (a promotional message)
- Retention mail (e.g. a newsletter)
- Joint marketing mail (promotional joint marketing advertorials, banner ads, etc).
Benefits of Email Marketing
There are many benefits associated with using email marketing as a means of promoting a business, services, products and in particular, special offers, namely that it is:
- A highly cost-effective way of sending mass communications
- Quick-fire marketing, which is easily personalised
- An eficient way to maintain and build customer relationships
- Proven generator of leads and sales, promotion of special offers or services
- Can promote (sub) website pages to recipients
- Offers results that are highly measurable (with the right email marketing software)
- Avoid spam issues when correctly set up.*
* Email Spam
Many countries have passed anti-spam legislation which attempts to limit the amount of unsolicited emails 'clogging' up private and business in-boxes. Email marketers can avoid the spamming issue by sending emails only to those customers or contacts who have given their permission to be contacted.
Read more about New Zealand's anti-spam legislation.
Glossary
If these terms sound like a foreign language to you, please don't stew about it. You can refer to the (easy-to-understand) glossary of terms for more information.
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