What is email marketing?

A guide to e-marketing and how it can help your business

For many small businesses the thought of contacting thousands of potential customers from one easy-to-write email is very tempting. It costs almost nothing and you can get your message out almost immediately.

In reality this type of marketing actually has its own label – spamming. If you are unsure what spam is take a look at the Eliminating Spam Guide. It is possible to use email to effectively win new customers if you use it wisely. This project will take you through that process, but remember this is not a marketing guide so we cannot help you with the actual content of your message.

Why use email marketing?

As we have already discussed, it is a very cheap medium to reach a lot of potential customers as there are estimated to be over 730 million email inboxes worldwide. You can create awareness quickly and if you build a strong message you may find better responses from emails than hard copy mailers. It enables you to build newsworthy and up to the minute offers, especially if you work in a business that may be price-sensitive and needs to move volumes of product to achieve targets.

When not to use email marketing

Think about your customers. Are they in a trade or user base that does not use a computer? If so there is little point in creating an email offer, given they never get near a computer. Email marketing can also be seen as “down market” and is so closely associated with spamming that you may get tarred with the same brush, no matter how legitimate your offer. Therefore your reputation may be at risk unless you are very careful.

Email and the UK law

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Very simply if you are emailing out marketing messages then the recipient MUST have agreed to receive the message or you already have them on your list as a legitimate buying customer. You MUST make it clear who is sending the message (i.e. your email address) and you MUST provide a current address for the recipient to use to contact you to withdraw their consent for mailings.

Source: Promoting your business using email 

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