Email marketing should be a component of your overall marketing plan. Email marketing is essentially the same as direct mail, but instead of sending items through postal mail, you’re sending digital communication electronically.
There are several options and a lot of variables to consider. If you are just starting out, this might seem a bit daunting to you. Let’s walk through the basics and make it a little more manageable for you.
1.Why is email marketing important?
Email is opt-in, so you are talking to potential customers that have already expressed an interest in your product or service. This helps to ensure that you are hitting your target market. It’s also customizable. You can create list segments, schedule sending times, and it’s easy to monitor your results and make changes based on your successes. Email marketing can be a very targeted and specific marketing tool. It’s easy to see returns on your investment and it’s easy to change your strategy when you notice things that aren’t working as efficiently as you like.
2. Why do I need a specialized platform?
You may ask why you need a specialized platform … why can’t you just send out emails from your own e-mail account? There are several reasons:
- HTML emails created with these tools look more professional and are less likely to be reported as spam.
- Email marketing platforms allow you to grow and manage your lists easily.
- They offer great tracking tools to monitor your efforts and successes. If you operate your own website or blog, these platforms won’t be difficult for you to use.
- Most importantly, the CAN-SPAM Act requires commercial messages to have an opt-out mechanism, which allows recipients to unsubscribe at any time. If you’re found to be in violation of these rules you can face costly penalties (up to $16,000)! Email marketing platforms automate this process, so that you’re in compliance with the CAN-SPAM Act.
Posted in Marketing & PR