E Mail Marketing

What is Email marketing? 

Email marketing is using e-mail as a means of promoting your products or services. This can be direct one to one e-mails but typically it relates to sending e-mails to a group of people that have subscribed to a mailing list. For example some people may subscribe to receive a regular newsletter from you.

In general the term “Email Marketing” is used to refer to: 

• Sending promotional e-mails in order to acquire new customers or convincing current customers to purchase something immediately.

• Sending emails specifically designed to enhance relationships with current or previous customers, to encourage customer loyalty and repeat business.

• Adding advertisements to others companies’ e-mails (on a partnership basis) to gain exposure within a new market.

Email marketing is a good and cheaper alternative to sending direct mail (via the post)

Uses of Email Marketing:-

Email marketing can be used for many different purposes. 

Promotion — you can use emails to promote a special offer, or a new product or service to a list of existing or potential customers. The main aim of a promotional email is to get the reader to take some type of action, such as, book a room, buy a gift card, or reserve a table. If your readers have specifically subscribed to your mailing list to receive special offers and promotions then that’s fine, but if they have subscribed to a list to be kept upto-date on news and events then if you are constantly bombarding them with promotional emails you stand the risk of alienating them and forcing them to unsubscribe. 

Retention — these are emails aimed at building a relationship between you and your readers. These generally take the form of newsletters where you are providing your readers with information and stories that they may find interesting. A newsletter can of course also include promotional messages or advertisements but these should not be their main aim. Your customers can forget about you very quickly so keeping in contact with them on a regular basis is a good way to keep them aware of you and your business. 

Communication — These types of emails are generally short emails designed to communicate some important information to your readers. For example, invitation to an event in your hotel, a traveller tip for your area, details of a news article about your hotel.

Benefits of Using Email Marketing :-

There are many good reasons to use e-mail marketing because even with the growth of social media, e-mail marketing can still be very effective. Here are some specific reasons:

Cost — Communicating via email has many of the advantages of traditional direct mail but with much lower costs.

• Speed — if you need to, you can get a message out to your entire list very fast.

Easy to create — with the many email tools out here, such as, Mail Chimp and Constant Contact, it has become extremely easy to send out professional looking emails and track their performance through reports. Most of these tools provide standard templates and layouts for all different types of emails, such as newsletters, invitations, special offers and many more.

Personalized — the more information you collect, the more messages can be tailored and personalized. • Tracking — you can track how well your email campaign is doing, such as, how many emails were opened, what links did they click, and so on. With this information you can then adjust your next campaign and improve performance.