Email marketing is used for direct communication with the customer and so is a part of Direct Marketing. It consists in sending the requested emails to previously obtained addresses (e.g . filling out a form on your website, using competitions etc.). Thanks to these emails you can be in touch with your customers. You can remind yourself to the old customers via newsletters and thus remain in their consciousness. And as it’s known it‘s easier and cheaper to retain old customers than to acquire new ones.
Email marketing is not just about sending emails. It is about creating a database and building relationships with customers.
When using email marketing it is important to take into account also the legislation, which determines for sending commercial advertising set of special rules. Leaving aside the conscious informed consent of the email recipient, any email must contain the following elements:
Benefits of email marketing consist mainly of low cost and the possibility of testing (eg . A/B testing) and evaluation (e.g . Google Analytics).
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