What is email marketing?

Email has been around since the very early days of the internet. Sending and receiving electronic mail has made day-to-day communication so simple. It has now become an avenue for not only day to day business communication but also digital marketing.

So what is email marketing?

Email marketing refers to using email as a platform to market your product, service or business to a bulk email database. Email marketing is in fact a form of direct marketing, however it can be directed to specific audiences, for example your current customer database or potential customers who have signed up for newsletters.

Email marketing campaigns work on an opt-in structure, whereby all recipients of the marketing emails have agreed to receive the email marketing campaign. The recipients may have opted in via a form on your website or by checking a box during the buying process on your website. There are various other ways that recipients may end up on your email marketing mailing list, but in all cases a voluntary decision has been made by the recipient.

Email marketing does not refer to sending unsolicited emails to a bulk database of email addresses. Sending bulk emails to recipients who have not voluntarily agreed to be part of the email marketing list is known as SPAM and is against the law in Australia and most other countries. Further to this, email marketing campaigns are required to include an unsubscribe feature, whereby any currently subscribed recipient can choose to be removed from the email marketing mailing list.

Sending email marketing campaigns is one of the most effective digital marketing strategies available. Keeping your business front-of-mind for continued brand loyalty and customer retention is imperative for all business. Netregistry can help launch your email marketing campaign with Mailroom - our professional standard email marketing platform.