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Advantages
E-mail marketing (on the Internet) is popular with companies because:
- Compared to other media investments such as direct mail or printed
newsletters, it is less expensive.
-
Return on investment has proven to be high when done properly and
e-mail marketing is often reported as second only to
search marketing as the most effective online marketing tactic.[2]
- It is instant, as opposed to a mailed advertisement, an e-mail
arrives in a few seconds or minutes.
- It lets the advertiser "push" the message to its audience, as
opposed to a website that waits for customers to come in.
- It is easy to track. An advertiser can
track users via
web bugs,
bounce messages, un-subscribes, read-receipts,
click-throughs, etc. These can be used to measure
open rates, positive or negative responses, corrolate sales with
marketing.
- Advertisers can reach substantial numbers of e-mail subscribers who have
opted in (consented) to receive e-mail communications on subjects of
interest to them
- Over half of Internet users check or send e-mail on a typical day.[3]
- Specific types of interaction with messages can trigger other
messages to be automatically delivered.
- Specific types of interaction with messages can trigger other events
such as updating the profile of the recipient to indicate a specific
interest category.
- An exact Return on investment can be calculated with "track to
basket" - this tracks the journey of the recipient from message delivery
all the way through to purchase confirmation.
- GREEN - obviously email marketing is massively GREEN with almost no
impact whatsoever on the environment - don't want it, just delete it!
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