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This step introduces learners to the potentials of email as a marketing channel.

At its most basic level, email marketing consists of using emails to promote your business. It is used to cultivate relationships with potential customers, keep current customers informed and updated on your brand.

Think about what your customers want from your product, and how you can give them value through your emails to encourage customer loyalty.

Why should you use it?

Email remains one of the most trusted ways to contact customers, it is the channel where they deem marketing is most relevant and remains their preferred channel for receiving marketing messages.

Email is becoming increasingly flexible, with the ability to use moving images and sound and, as technology advances, purchases can be made directly from emails.

Email can be very cost-effective but be cautious, it is easy to send too many of them. Sending too many emails, aiming to increase the business’ sales can have the opposite result. If you fail to consider your customers’ needs they will quickly become disengaged. This will result in decreasing open-rates.

According to the DMA’s Acquisition and the consumer mindset report, consumers deem email to be the most relevant marketing channel. ( DMA Acquisition and consumer mindset)

Bar graphs showing the percentages of people who use different online channels.

When should you use it?

  • Email marketing can be used to build trust with customers over time to turn them into repeat customers.
  • Email is particularly effective for:
  • Sharing inside information about your brand
  • Giving them relevant information to help them use your product
  • Sharing new products
  • Giving loyalty discounts
  • Competitions
  • Creating customer journeys

People who want to stay informed about your brand will often favour email marketing as the best method of doing so.

Things to consider:

  • Don’t send emails every day to your customers. You will kill your credibility and no one will read your email.
  • Email allows you to be very targeted with your audience.
  • Email provides a great opportunity to personalise the content by serving up different content to align with their interests, or relationship with your organisation
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Introduction to Marketing: Omnichannel Marketing and Analysis

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