Email Marketing Resources

Finding effective email marketing resources is one of the big challenges for anyone doing business online. Email Marketing is being used by industry professionals around the world to build, manage, and profit from their own email marketing lists.

Effective email marketing includes the ability to send newsletters, campaign followups, and individual emails. Check the listings below for many available email marketing resources.

 

The easiest way to think of email marketing is the sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, communicate with customers, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

Effective use of email marketing resources is a critical strategy for both online and offline businesses.


Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customer’s interaction with a company, either directly or through the company web site. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender”, along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to engage customers: to introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns.

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies, but safe mail marketing is also used.

Mobile email marketing

Email marketing now develops large amounts of traffic through smartphones and tablets. Marketers are researching ways to capture the attention of users, in both span and volume. This is because the rate of delivery still relatively low due to strengthened filters and also because certain users have multiple email accounts that serve unique purposes. Because emails are generated according to the tracked behavior of consumers, it is possible to tailor promotional material to their needs and to present relevant details to potential buyers. Because of this, modern email marketing is perceived more often as a pull strategy rather than a push strategy.

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