E-Mail Marketing Mania

E-mail marketing is exactly what the name indicates: it is when one advertises ones product and communicates ones ideas by sending e-mails to prospective clients. The purpose is that of normal advertising: to acquire a larger client base and to enhance the relationship and strengthen loyalty between company and client. One will find that companies often attach conventional advertisement documents to e-mails in order to convey the business’ message. Millions of rands are spent every year on e-mail marketing, because in today’s technological society, it is one of the most effective methods of getting ones company known.

The main advantage of e-mail marketing is the large amount of people it can reach, because unlike poster or magazine advertising, e-mail adverts are directed towards individuals instead of random groups. It is also a much more economic way to make ones business known, because printing and spreading costs are drastically reduced.

However, e-mail marketing does not come without its share of disadvantages. More than 20% of advertising e-mails get rejected due to “spam” control on internet systems and one never has the guarantee that an e-mail message will reach the targeted customer. When a company, however, complies with its countries Internet policies and spam laws, this risk is reduced.

An easier way to get these e-mails to customers is by using permission-based marketing, where a customer has previously given consent to receive e-mails from a company and where the option of “opting out” of receiving e-mail advertisements is made possible to the customer. This leads to less e-mails being sent to spam boxes, because the system is notified that the customer wants to receive the messages.

When making use of e-mail marketing, a company has to comply with many legal requirements. This not only ensures proper marketing, but it increases reliability and trustworthiness of an organization. For example, if a company does not follow the Directive on Privacy and Electronic Communications or the CAN-SPAM Act of 2003, it could be fined or prohibited from using e-mails for marketing purposes. These directives, as well as the Coalition Against Unsolicited Commercial E-mail (CAUCE) protects customers by declaring their personal information out of bounds and limiting e-mail advertising.

Many companies make use of this service not only to obtain new customers, but to ensure current customer loyalty. Most companies will send notification, information and event invitations through e-mails to existing customers to keep them aware of the company’s presence and mission. Customers consent to these e-mails and thus the information successfully reaches the targeted customer. New automated e-mail marketing devices make it possible for a company to not have to manually send e-mails to each customer. This marketing method makes it easier for a company to communicate with existing and prospective clients and it creates a personal relationship with each customer, thus strengthening loyalty.