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Email marketing represents the use of email in marketing communications. The term covers every email you ever sent to a client, potential client or public venue. In general, it is used to refer to sending direct promotional emails in order to try to get new clients or help other clients decide faster to buy again. Emails are also sent in order to encourage customer loyalty and to enhance the customer relationship.

Good email marketing campaign can help you increase your sales conversion, get valuable feedback from your visitors, generate repeat sales and up-sell and cross-sell products and services. Here are some of the advantages of email marketing:

. When compared to other media investments, such as direct mail, it is far less expensive.
. As compared with a mailed advertisement, an email arrives in a few seconds or minutes to its receiver.
. The advantage of the mailing list gives the huge opportunity to distribute information to a wide range of specific, potential clients at a relatively low cost.
. The advertiser has the opportunity to “push” the message towards its audience, unlike websites, where you have to wait for customer to visit it.
. Advertisers can also generate repeat business affordably and automatically and they can reach substantial numbers of email subscribers that have opted in to receive emails on subjects that are interested to them.
. Email marketing gives you the opportunity to easier track users via web bugs, bounce messages, click-troughs etc. This can be useful when measuring for example open rates.
. Specific types of interaction with messages can make other messages be automatically delivered or other events such as updating the profile of the recipient to indicate a specific interest category.
. Probably one of the most important benefits is the possibility to track the exact ROI (return on investment).
. Increase your offline sales – if you run an offline business and you don’t have a website, email marketing is a good way to give you a chance to new and potential clients to find you.

If you use email marketing strategies wisely, correctly and consistently, you can outperform your other marketing activities substantially. All in all, email marketing is very cost-effective and an easy way to communicate with prospective clients and existing customers. It is fast and low-cost way of approaching to your (potential) clients and regardless of what type of business or industry you are in, email marketing can have a positive impact on your sales and bottom line.

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