Email marketing has been around for almost as long as the Internet itself and it remains a popular driver of business for successful marketers the world over. Email marketing just works!
Email marketing is a permission-based marketing solution. This means you should use it to target only individuals
who have given their permission to receive marketing information from you. Permission is granted normally via
a subscription, a request for more information, or a purchase. Because of this, email marketing is often considered a retention marketing tool. As anyone who has been in business for any length of time will confirm, it is much cheaper—and therefore profitable—to retain and attract business from an existing client or contact than to acquire a new one.
You can employ email marketing to deliver a number of different marketing communications. These include, but
are not limited to, the following:
• Regular marketing newsletters (both customer facing and internal)
• Educational materials and coursemotions
• Daily deals, coupons, voucher codes,s
• Product or service updates and pro and discounts
• Third-party advertising promotions
• Customer surveys
• Event promotions and follow-up marketing
This guide will help you build successful email marketing campaigns. It features easy-to-follow strategies and best practices, which will help you drive engagement, increase conversions, and maximize your profits.
We have set a suggested timescale for each of the steps in this guide, however, depending on your resources, available time, and experience, you may be able to get up and running much quicker.
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