Email marketing is an efficient tool for companies to communicate with their customers and prospects. When used correctly, it improves sales and loyalty while reducing costs.
Companies send two types of emails, promotional and informational. Promotional emails include sale notifications, new product highlights, and theme subjects. They are sent to customers and prospects. Informational emails are primarily transaction information. They notify customers that their order has been received, processed, and shipped.
Promotional messages are sometimes included in informational emails. The best way to determine how effective email marketing is for your company is to test it. Always insure that your recipients have agreed to receive your emails.
While email marketing is a great tool, there is a dark side. It is so cost efficient unscrupulous marketers have used it to spam consumers. The backlash resulted in laws and filters designed to block unsolicited email marketing. Rigorously following the law and best practices will prevent your company from being blocked.
by Debra Ellis
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