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Understanding email marketing

November 29, 2014 by in category Content Marketing, News with 0 and 0

With almost half the world’s population owning email accounts, email marketing is one of the key weapons in the arsenal of any respectable marketer. Email marketing allows you to send your message to a wide audience and ensures maximum exposure of the goods, services or company that you are marketing.

However, like any other marketing technique, email marketing needs to be undertaken with a touch of care and finesse in order to avoid being instantly deleted or consigned to the spam folder.

Email marketing is a very popular method due to the sheer numbers of people that it can reach. Over 3 billion people worldwide use email and over 90% of consumers check their emails at least once a day. This means that any company using email has the potential to tap into a huge audience. However, the rates at which emails are opened are still relatively low: in the UK, they are under 30%. This means that any marketer needs to ensure that their effort is not squandered on an email that will not be opened.

There are a few things to consider when email marketing. The first is to consider your target audience. You will need to personally tailor your email to ensure it appeals to the right people. Secondly, you should ensure that the people who want the emails are the ones who are receiving them. Your campaign must include an option to opt-out of any further emails. Finally, you need to consider the actual content. Many millions of people are now regularly checking their email on mobile devices such as tablets or smartphones, and you need to ensure that any coding or imagery is suitable for these devices. In terms of content, it needs to be concise, easy-to-read and to the point.

Email marketing is considerably easier and cheaper than other marketing campaigns. For example, a postal campaign costs money to print out the materials and then to send them. Emails simply require the initial cost of a computer and an internet connection and nothing else afterwards. This makes it especially useful for small businesses that need to get started with building a strong customer base.

You need to work hard to earn the trust of all recipients to ensure your email isn’t consigned to being deleted. However, a successful email marketing campaign is certainly one method that can bring great rewards. If you’re looking to start an email marketing campaign, then our team at can provide advice and help you to get in touch with your customers in the right way.

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