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Email Marketing

Email marketing

Email marketing is sending a commercial message to a defined target audience via electronic mail.

Beneficial for advertising new products, keeping in touch with your audience and requesting new business, subscriptions or donations, email marketing allows you to connect to people genuinely interested in your product or service at a time convenient for them.

So where should you begin?

Firstly, it is important to develop an email list. Depending on your type of online business, you might decide to segment your list for personalised communications, tailored offers or customised products or services delivered to a specific target audience.

Once you have determined who you are sending your email campaign to, you must decide on what you want to say. You may choose to increase loyalty, stimulate awareness and generate sales. Email marketing can be used for a variety of various reasons:, to welcome visitors to your site, distribute promotional codes and special offers, inform your customers of new products, drive traffic to your website and much more.

Depending on the size of your email database, there are various options for an email campaign. Firstly, you can develop and send your own campaigns via your own email account. Alternatively, there are many email marketing software platforms, both free and subscription-based. Take a look at MailChimp or Benchmark as a starting point for your campaign.

Don’t forget, before making the decision to launch an email marketing campaign, find out about the legislations for the use of databases and email marketing in your country. Country legislations and regulations can vary. So, before embarking on any database or email marketing campaign, go and find out the information to make sure your business is not considered to be undertaking spam or other unwanted email activities.


With database collection and email marketing being so important for an online business, what do you think might constitute good database marketing practice (for example, frequency of contact, information being sent etc).

Share your thoughts in the Discussion area.

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This article is from the free online course:

Online Business: Digital Marketing for Success

RMIT University