Email Marketing

Definition: What is Email Marketing?

Email marketing is sending a direct marketing message via electronic mail (email). Email marketing is associated with periodic promotional or message marketing. It has evolved with the introduction of email marketing tools and analytics to segment and make messaging more relevant. Recently automated marketing sends targeted emails based on the passive and active actions of the recipient. Apart from a web-site, in 2017 it is still class as the most effective digital marketing channel . 

Why is email marketing used and regulated? 

Email marketing is used for retention, rather than new client acquisition. This is because stricter data regulation (email addresses) has forced marketers to acquire and use recipient data with their consent. Strict data and privacy laws regulate email marketing and the use of client data. The most famous guidelines were established in the USA with its Can Spam Act 2003. A gross oversimplification is once you have a recipient’s consent, one may send emails related to what was agreed and what a reasonable man would consider appropriate and truthful.

Why Email Campaigns Get Classed As Spam?

Emails senders fall foul of being classed as spam due a few factors. Complaints happen due to emails frequency (how often a message is desired),  targeting, tone, truthfulness or relevance. Typically an email campaign is classed as ‘spam’ if more than 1 in 1,000  recipients complain. Good email marketing is understanding the recipient and encouraging them to part with data to ‘not waste their time’ with unnecessary sales messages.