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what is email marketing?

In its broadest sense, every email sent to a possible or current customer might be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.
Email marketing strategies commonly seek to realize one or more of three primary objectives, to create loyalty, trust, or brand awareness.
The term usually refers to sending email messages with the aim of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business,
acquiring new customers or convincing current customers to get something immediately, and sharing third-party ads.

Types of email marketing:

Transactional emails
Transactional emails are usually triggered to support a customer’s action with a corporation. To be qualified as transactional or relationship messages,
these communications’ primary purpose must be “to facilitate, complete, or confirm a billboard transaction that the recipient has previously agreed to enter into with the sender” alongside a couple of other narrow definitions of transactional messaging.
Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails, and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, thanks to their high open rates (51.3% compared to 36.6% for email newsletters),

transactional emails are a chance to introduce or extend the e-mail relationship with customers or subscribers; to anticipate and answer questions, or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which provides companies the power to incorporate promotional messages within the body of transactional emails.

There also are software vendors that provide specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns.
Direct emails
Direct email involves sending an email solely to speak a promotional message (for example, a special offer or a product catalog).
Companies usually collect an inventory of customer or prospect email addresses to send direct promotional messages to, or they rent an inventory of email addresses from service companies. More about email marketing
Comparison to traditional mail
There are both advantages and drawbacks to using email marketing as compared to traditional advertising mail.

Advantages of email marketing
Email marketing is fashionable companies for several reasons:

Email marketing is significantly cheaper and faster than traditional mail, mainly because with email, most of the value falls on the recipient[citation needed.

Businesses and organizations that send a high volume of emails can use an ESP (email service provider) to collect information about the behavior of the recipients.
The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behavior.
Almost half of American Internet users check or send an email on a typical day,[5] with emails delivered between 1 am and 5 am civil time outperforming those sent at other times in open and click on rates.
Disadvantages of email marketing
As of mid-2016 email deliverability remains a problem for legitimate marketers. consistent with the report, legitimate email servers averaged a delivery rate of 73% within the U.S.; six percent were filtered as spam, and 22% were missing.
This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80%, and Brazil at 79%.
Additionally, consumers receive on average about 90 emails per day.
Companies considering the utilization of an email marketing program must confirm that their program doesn’t violate spam laws like the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM),
the ECU Privacy and Electronic Communications Regulations 2003, or their Internet service provider’s acceptable use policy.
Opt-in email advertising
Opt-in email advertising, or permission marketing, is advertising via email whereby the recipient of the advertisement has consented to receive it.

A common example of permission marketing maybe a newsletter sent to an advertising firm’s customers. Such newsletters inform customers of upcoming events or promotions or new products.

during this sort of advertising, a corporation that desires to send a newsletter to their customers may ask them about the purpose of purchase if they might wish to receive the newsletter.

With a foundation of opted-in contact information stored in their database, marketers can send promotional materials automatically using autoresponders—known as drip marketing. they will also segment their promotions to specific market segments.

Legal requirements
Australia
The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority, widely referred to as “ACMA”. The act defines the term unsolicited electronic messages,
states how to unsubscribe functions must work for commercial messages, and provides other key information. Fines range with three fines of AU$110,000 being issued to Virgin Blue Airlines (2011), Tiger Airways Holdings Limited (2012), and Cellar master Wines Pty Limited (2013).

Canada
The “Canada Anti-Spam Law” (CASL) went into effect on Dominion Day, 2014.[15] CASL requires a particular or implicit opt-in from users, and therefore the maximum fines for noncompliance are CA$1 million for people and $10 million for businesses.

European Union

In 2002 the ECU Union (EU) introduced the Directive on Privacy and Electronic Communications. Article 13 of the Directive prohibits the utilization of private email addresses for marketing purposes.
The Directive establishes the opt-in regime, where unsolicited emails could also be sent only with prior agreement of the recipient; this doesn’t apply to business email addresses.

The directive has since been incorporated into the laws of member states. within the UK it’s covered under the Privacy and

Electronic Communications (EC Directive) Regulations 2003 and applies to all or any organizations that send marketing by some sort of transmission.

The GDPR in 2018 imposed “a number of latest requirements on companies that collect, store and process personal data from EU users, which impacts email marketers”- especially,

users’ right to access information held about them; and therefore the right to possess all such information deleted at their request.

United States
The CAN-SPAM Act of 2003 was gone by Congress as an immediate response to the growing number of complaints about spam emails.
Congress determined that the United States government was showing an increased interest within the regulation of economic electronic message nationally,
that those that send commercial emails shouldn’t mislead recipients over the source or content of them, which all recipients of such emails have a right to say no to them.
The act authorizes a US$16,000 penalty per violation for spamming each individual recipient.
However, it doesn’t ban spam emailing outright, but imposes laws on using deceptive marketing methods through headings that are “materially false or misleading”.
additionally, there are conditions that email marketers must meet in terms of their format, content, and labeling. As a result, many commercial email marketers within us utilize a service or special software to make sure compliance with the act.
a spread of older systems exists that doesn’t ensure compliance with the act. To suits the act’s regulation of economic email, services also typically require users to authenticate their address and include a legitimate physical address,
provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses that will not have given valid permission.
In addition to satisfying legal requirements, email service providers (ESPs) began to assist customers to establish and manage their own email marketing campaigns.
The service providers supply email templates and general best practices, also as methods for handling subscriptions and cancellations automatically.
Some ESPs will provide insight and assistance with deliverability issues for major email providers. They also provide statistics concerning the number of messages received and opened, and whether the recipients clicked on any links within the messages.

The CAN-SPAM Act was updated with some new regulations including a no-fee provision for opting out, further definition of “sender”, post office or private mail boxes count as a “valid physical postal address” and definition of “person”. These new provisions went into effect on July 7, 2008.

 

 

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