THE ABC...OF EMAIL MARKETING REVEALED

THE PREFACE

Email marketing is a set of practices aimed at exploiting email messages so as to promote or sell a product or service.  Every web marketing manual praises the email as an invaluable economic, practical, measurable and profitable business tool. And it's exactly so. Thanks to the email it’s now possible to carry out advertising campaigns at a really low cost but still benefiting from a considerably high return on investment. This is also because it is now so wide spread, demographically and geographically, it is very flexible, and is very easy to create and use. 

But how many companies are truly aware of these qualities, and exploit them to fullest?  On average a user from the Nigeria receives about 33 emails a day. Obviously, in the case of a manager or a person in the communication sector - these numbers increase exponentially.

In the midst of this deluge of information, there are also direct marketing messages: the likes of which include newsletters, bulletins, announcement lists, registration forms or confirmation requests etc. The big question is, how much attention are we willing to grant each of them? Our emails are a valuable commodity, and it is up to marketers to make the most of it.  Yet the literacy of this tool - meaning the practices of writing, sending, and managing contacts - is still rather low. Various companies - even top level ones  consider email marketing as a tool to use only because "one must", because everyone else does. 

The results are, very often, disappointing - DEMs and newsletters full of grammatical mistakes, undisplayed images, disclaimers missing, mass mail-outs without differentiation, databases not kept in order etc.  Taking for granted the email as a marketing tool - but also as a means of sharing and transmitting information, in the case it’s not to sell anything but only to inform - is a common mistake. 

A key point to remember is that via the email we literally enter people's digital homes their inbox. The least we can do is present ourselves in the best possible way, and demonstrate that we are interested in them - whether it’s proposing a commercial offer, or to keep contacts informed about our activities. 

This e-book serves as a basic tool for keeping the latest email marketing best practices in order.  Many topics have not been touched - the details relating to privacy regulations, the spread of spam, the future of email etc. - because we feel it’s better to keep it essential. We’ll look at them in a next work. 

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