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Why Use Email Marketing?

Why is email so popular?

Because it's easy, fast, cheap, direct and it elicits and immediate response. When you add email to your marketing mix you spend less time, money and resources than with traditional marketing vehicles like direct mail or print advertising.

From a marketing standpoint, email was initially primarily used for gaining new customers - often via spam techniques. It has since shifted to promotional and customer relationship marketing. Consumers expect emails to confirm transactions and shipping, and they are open to the ideas of their email addresses being used to promote ancillary offers.

Customer service is another area of opportunity for email.

According to an October 2004 Doubleclick survey, nearly 8 out of 10 consumers have used email for customer service. A consumer expects a service inquiry response immediately but up to 24 hours is acceptable.

More than that, businesses spend 80% of their marketing budget on gaining new customers but cultivating the current customer base costs less and generates greater revenue. Every email contact with a prospect or customer is a marketing opportunity in that is it a brand building and relationship building tool.

So what is the difference between an effective email marketing campaign and one that is tainted?

The email recipient is the sole decision maker of what constitutes spam. And the recipient pays for the email. Among the top reasons an email is deemed to be spam: Deceptiveness and unknown senders (of course), frequency and irrelevancy (even though permission was granted).

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