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Understanding the basics of E-mail Marketing

This post provides the basics of Email marketing and its relationship to digital and online marketing.

E-mail marketing has been in existence since the dawn of digital marketing and that is because E-mail communications continues to dominate the Internet and online world. It would be safe to say that almost every person who is an online user has a minimum of one E-mail address that he or she uses for communicating with others. For most, E-mail continues to be be the primary platform to communicate with others. It’s for this reason that capturing digital leads is mostly about capturing users’ E-mails. These E-mails then become the basis for following up with the leads by pushing content, establishing an ongoing relationship, offer them promotions, and so on.

Some of the features of E-mail marketing systems include the following:

Auto Follow-up

This allows marketers to setup E-mail messages that automatically follow-up with users and prospects by providing them useful content and to use that as a basis to start and establish an online relationship. E-mail marketing systems allow the setup of numerous follow-up messages using a set of business rules.

Creation of lists by audiences

E-mail marketing systems allow grouping of various digital audiences in various lists thus allowing marketers to establish different follow-up rules for each of the lists that contains audiences of unique preferences and behaviors.

Availability of different E-mail Templates

The E-mail marketing systems provide various types of templates to businesses allowing them to reach different types of audiences. These templates are based on various industry types such as retail, banking, etc. and also provide various themes depending on the type of E-mail communications that an organization wishes to have with its users and the marketers overall online marketing goals.

Managing E-mail Subscribers

The E-mail marketing systems allow online marketers to manage their subscribers. This allows importing new subscribers that marketers may have gathered from elsewhere, deleting subscribers that they feel are no longer responsive to an organization’s marketing messages, further segmenting users based on certain criteria (e.g. location, engagement behavior), etc.

Email Sign-up Forms

E-mail marketing systems provide various types of E-mail sign-up forms that marketers can insert in various web pages of their websites. Each sign-up form can then be associated with a specific list.

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