Email marketing has become one of the most popular and effective way of advertising online. Business firms are finding it pretty useful and economical for advertising their products and services online.

Concept: Email marketing is also known as direct marketing where we use electronic mail to communicate commercial and fund-raising messages to the viewers. Emails are sent to the current  customers for the promotion of certain campaigns or new offers that helps to get maximum response within the specific time period.

Purpose: Ensures customers loyalty and regular business. We all know that, old customers are more profitable than generating new customers. Email marketing helps in generating new customers through its message and encourage the customers to purchase something without delay. Sometimes, emails are used by companies for  indirect promotions.

Procedure: companies usually create a good database of their valued customers, draft lucrative advertisements, promotional schemes, and related information to send it through stored email data. This procedure is highly specific and very positive.

Advantages:

• Targets specific and target customers at affordable cost.
• Distributes information at a same time over a wide range of people.
• Return on investment can be calculated
• Most useful online advertising technique
• Advertisers are able to repeat their customers through time to time beneficial offers. These messages are pretty affordable and automatic. Emails can be sent to the large amount of buyers for better business generation.
• The database of email ids can be categorized as per different customers. Different customers can be approached with different schemes, as per the requirements. The email marketing is paper free so it is green.

Disadvantages:

• If unrelated messages are sent to the customers, they are marked as “Abuse of the net” instead of “abuse on the net”.
• Emails must be sent to only those who do not take any objection on such advertising mechanisms. E-mail was not considered as commercial means of marketing, in the beginning.
• It is okay to send emails only to those people who allow such promotional schemes. It is necessary that users should not violate spam laws for email marketing.

Email marketing is a good way to introduce a particular business-line among targeted customers. It is a good means of promotion as well. Business units are making the most of this means of communication for improving their business activities and ultimately business as well.

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