Email marketing is considered as one of the most effective tools for online advertising but at the same time, it has given birth to spam mails as well. Customers hate spam and unfortunately this has to a great extent created a negative impact where email marketing is concerned. Off late, we can see that spam filters have been introduced and this is for the sole reason of retaining the effectiveness of email marketing. The question is does email marketing really work?
Yes! It does. In fact, according to a recent survey, it has been found that the email marketing industry (permission based) in the US is now being valued at approximately $8 billion. According to experts, the value is certainly going to grow considerably because one-half of B2C (business to clients) marketers and two-thirds of B2B (business to business) marketers are planning to use email marketing for business promotion and sale. Currently the size of the email marketing industry in the UK is £178 million, which is a 20% increase since 2005. Similarly, there has been a growth of 8% in the Australian email marketing industry in the first quarter of 2009 and experts believe that the industry will stand at AUD250 million by the end of 2012.
The question is how email marketing can help your business. There are basically two primary purposes of email marketing and they are:
- Enhancing the “business-existing customer” relationship and developing increased loyalty and repeat sales in the future
- Attracting and acquiring new customers, increasing brand visibility and value, and customer retention
Every business is looking for new customer’s everyday and in this competitive age, this is no mean feat. There are 3 ways by which you or your business can attract new customers and they are by 1) using a list broker 2) cost per acquisition and 3) newsletter/e-mailer sponsorship.
Email marketing is basically a type of online direct marketing and in order to make it a success, you will need to think like a customer and focus primarily on customer requirements.