from Wikipedia Email marketing is the act of 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, or solicit sales or donations, and is meant to build loyalty, trust, or
brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. The term usually refers
to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers,
encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something
immediately, and sharing third-party ads.
Opt-in email advertising
Opt-in email advertising, or permission marketing, is a method of advertising via email whereby the recipient of the
advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages
of email marketing.
Opt-in email marketing may evolve into a technology that uses a handshake protocol between the sender and receiver.
This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in email
advertising is used, the material that is emailed to consumers will be "anticipated". It is assumed that the recipient wants to
receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt-in email advertisements will be
more personal and relevant to the consumer than untargeted advertisements.
A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters
inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to
send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.
With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials
automatically using autoresponders—known as drip marketing. They can also segment their promotions to specific market
An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite
The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given
address. These create bounce messages such as "your e-mail could not be delivered because..." type responses. Today's
autoresponders need to be careful to not generate e-mail backscatter, which can result in the autoresponses being considered
Autoresponders are often used as e-mail marketing tools to immediately provide information to their prospective
customers and then follow-up with them at preset time intervals.
Such follow-up autoresponders can be divided into two categories:
. Outsourced ASP model — these autoresponders operate on the provider's infrastructure and are usually configurable via
a web-based control panel. The customer pays a monthly usage fee. This is easiest to implement for the end-user.
.Server-side — enables users to install the autoresponder system on their own server. This requires technical skills.
Autoresponders are also incorporated into electronic mailing list software, to confirm subscriptions, unsubscriptions,
posts, and other list activities.
Direct marketing is a form of advertising where organizations communicate directly to customers through a variety of
media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution,
promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among
practitioners, it is also known as direct response.
The prevalence of direct marketing and the unwelcome nature of some communications has led to regulations and laws such
as the CAN-SPAM Act, requiring that consumers in the United States be allowed to opt out.
Benefits of direct marketing
Direct marketing is attractive to many marketers because its positive results can be measured directly. For example, if
a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can say with confidence that
campaign led directly to 10% direct responses. This metric is known as the 'response rate,' and it is one of many clearly
quantifiable success metrics employed by direct marketers. In contrast, general advertising uses indirect measurements, such as
awareness or engagement, since there is no direct response from a consumer. Measurement of results is a fundamental element in
successful direct marketing.
One of the other significant benefits of Direct Marketing is, it enables promoting products or services that might not
have a strong brand. Products or service with a sound value proposition, matched with an attractive offer, supported with
effective communication, delivered through a suitable direct marketing channel and targeting the relevant customer segment can
result in a very effective cost of acquisition albeit the brand might be relatively unknown. Relative to other channels of
distribution (say retailing) Direct Marketing as a practice principally relies on the proposition, offer, communication, choice
of channel and the target customer and so less dependent on the brand strength.
The Internet has made it easier for marketing managers to measure the results of a campaign. This is often achieved by
using a specific website landing page directly relating to the promotional material. A call to action will ask the customer to
visit the landing page, and the effectiveness of the campaign can be measured by taking the number of promotional messages
distributed and dividing it into the number of responses. Another way to measure the results is to compare the projected sales
or generated leads for a given term with the actual sales or leads after a direct advertising campaign.
Solo ads are standalone advertisements, meaning your message goes out alone without any others attached. To purchase solo ads
you need to contact online newsletters (ezines) and ask what they charge for a standalone solo ad.
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