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DOES EMAIL MARKETING WORK?
What is Email Marketing?
Email marketing is simply sending an email to a
current or would be customer to communicate a
commercial message with the intention of;
developing a business relationship between a
business and its customers, previous or existing
and enhance customer devotion, obtaining new
customers, or encourage a customer to procure an
item instantaneously.
What are the advantages?
You are guaranteed a definite delivery of your
advertisement to your targeted market, and the
time it takes for the message to be delivered is
short (within seconds) as opposed to snail mail
advertising which takes far much longer, with a
mailing list you are able to distribute your
emails to an extensive number of potential
customers and at a low cost, if you compare it
to other modes of advertising e.g. Newsletters,
brochures, direct mail, electronic media (radio,
television), you can easily follow up on your
investment returns, with email advertising you
are able to push the idea to the customer rather
than relying on a consumer to visit your
website, An advertiser is easily able to track
messages and users via mechanisms such as auto
responders or click –through, they can help rate
responses and compare transaction with
marketing. Email marketing lacks the hassle of
papers, in other words it is environmentally
friendly. You can advertise and conduct business
repeatedly and automatically and at an
affordable rate,
What are the disadvantages?
Interference from spammers who send bulk emails
makes email advertising a strain, messages
frequently get filtered out they tend to make
users weary of messages they may receive and
ultimately they end up ignoring them altogether.
Criminal spammers posing as legitimate
marketers, they do this with the intention of
soliciting personal information from individuals
and later robbing them or causing serious
damage. Spam has contributed to some web
applications and users mistaking legitimate
email advertisements for bulk mail.
What to do
If you are an established and legitimate email
marketer it will be helpful to build a system
where you approach a user, this system requires
a user to confirm your request for information
to be sent to them, the user will click on an
unsubscribed link that has an identification
number that affirms their acceptance to receive
information, create a mailing list that you can
directly be in control of and be in contact with
the recipients, this way the information mailed
is already foreseen, and that it is actually
relevant to the recipient. It would also be best
if you tried as much as possible to make your
advertisement stand out as opposed to being
similar in features with an already existing
spam, so many people dismiss emails just from
sight.
Conclusion
All in all after weighing both the advantages
and disadvantages, it is worth saying that email
marketing can work, just like any other venture
it has to have its challenges but it is a worthy
venture, especially because it is a gateway
through which you can reach so many people with,
it is indeed a marketing conqueror.
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