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What is email marketing and what are its advantages?

In today’s world, marketing techniques have shifted significantly to the digital field. Naturally, electronic commerce sites, social media platforms, and email marketing techniques are rapidly replacing traditional commercial practices.

Since the very first email sent by Ray Tomlinson years ago, this method of communication has continued to persist and maintain its importance. Electronic mail has an important role in bilateral relations and inter-institutional communication processes. Organizations that are aware of this potential can turn email into a potential marketing network.

Electronic mail has become a tool not only for communication but also for marketing. In this context, we will try to explain here what email marketing means and the advantages it offers for brands.

What is email marketing?

Anyone who spends time on the internet now needs at least one email address. In fact, nowadays, it is necessary to have an email address in order to use a smartphone or download various applications. Therefore, we can realistically say that billions of electronic mail addresses exist worldwide. This is truly an incredible number in terms of marketing potential. So, what exactly is email marketing?
Essentially, email technologies were created to meet communication needs, similarly to telephones. Therefore, email is basically accepted as a means of communication. In time, though, just like other communication tools, email began to undergo radical changes. Shortly after its invention, email began turning into a promotional tool. In fact, it has managed to become one of the most effective advertising devices of its time.

The phenomenon that we refer to as “email marketing” is the delivery of commercial texts to huge numbers of people via email. It is possible to send one email to hundreds of thousands of people at the same time. Brands use this approach to better and more accurately describe their services or products at certain times of the year. Information, deals, discounts, campaigns, special celebrations, and other special details can also be shared in this way. According to researchers, 35% of people regularly check their emails every day.

That finding alone reveals how effective the email marketing method is. If an appropriate and creative strategy is utilized, brands can make a serious difference with email marketing methods. From the perspective of efficiency, the fact that it is a highly productive and cost-effective method leads brands to embrace email marketing.

What are the advantages of email marketing?

We can list the most important advantages of email marketing as follows:

• It is much cheaper than other methods.
• Such advertisements achieve effective responses quickly.
• These ads can be customized for target audiences.
• It is not difficult to analyze these campaigns.
• It is possible to create personalized promotional content.

How can brands conduct effective email marketing?

First of all, it must be recognized that not every sector is suitable for email marketing. Brands need to perform accurate analyses of this issue, and the necessary approval must be obtained from prospective recipients to receive emails with commercial content. Mistakenly or inappropriately adding people to the mailing list may lead you to suffer financial costs. Creating emails that address the recipients by name will make your marketing efforts more attractive.
Try to personalize your outgoing emails as much as possible. Evaluate Yandex or Gmail’s advertising services. Be careful about scheduling your emails. To avoid getting caught by spam filters, don’t persistently send emails to people who do not open the messages.

What are the metrics for email marketing?

The most prominent email marketing metrics are as follows:

• Email delivery rates
• Open rates
• Click-through rates
• Conversion rates
• Costs per conversion
• Complaint rates
• Unsubscribe rates
• Well-written texts