1. Email marketing

2. o is directly marketing a commercial message to a group of people using email. o every email sent to a potential or current customer could be considered email marketing o It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. o Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business

3. Types of email marketing Transactional emails Direct emails

4. Transactional emails o primary purpose must be to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with the sender

5. Direct emails o involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to

6. Marketing mistakes o Sending emails without permission o Sending emails without goals o The Dear Sir or Madam mistake o Not proofreading your emails o Not targeting your clients

7. Advantages o Email marketing is significantly cheaper and faster than traditional mail o Advertisers can reach substantial numbers of email subscribers who have opted in to receive email communications on subjects of interest to them o If compared to standard email, direct email marketing produces higher response rate and higher average order value for e-commerce businesses

8. Disadvantages twenty percent of the messages are rejected eight percent are filtered

9. Opt-in email advertising Also called permission marketing The recipient has agreed to receive advertisements via email Marketers can send promotional materials automatically using autoresponders – this is known as Drip Marketing

10. Legal requirements o The EU introduced the Directive on Privacy and Electronic Communications in 2002. Article 13 in this act prohibits the use of personal email addresses for marketing purposes. o In the USA the CAN-SPAM Act was passed in 2003. It established first standards for sending commercial email.