Friday, September 22, 2006

What is email marketing?

Everyone understands what email is but not everyone knows what I mean when I say email marketing. Picture the blank look of a relative when I respond to the standard "what does your company do?"

After a little explaining, they have an ah ha moment and say "oh you mean spam!"

So close...

Email marketing is about using email to deliver newsletters, promotions, news and other messages to people who have asked to receive them.

Email marketing builds on the experiences of traditional direct mail but it adds two major factors.

First, permission. Email marketing without permission is spam. Simple and clear. This simple fact has changed the rules of marketing forever. The consumer is in control of the relationship.

Second, technology. Instant delivery. Instant response. Customized message to every recipient. Everything is measured in realtime.

So what is email marketing?

Using technology to deliver information in a timely, cost effective and measurable manner. It is paperless. It is targeted and it effective.

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