Home  › Email › Email Marketing

E-Mail Marketing Reference Guide

  |  June 22, 2001   |  Comments

For a brief moment in Internet time, e-mail marketing meant placing an ad in an e-mail newsletter and waiting for the traffic. Not anymore.

For a brief moment in Internet time, email marketing meant placing an ad in an email newsletter and waiting for the traffic. Not anymore.

E-mail can be used in every step of the marketing process, from driving traffic and building brands, to customer service and marketing special offers. Take a look at almost every commercial content or e-commerce site on the Web, they all collect email addresses and send out e-newsletters. Even the site for M&M’s candies has a newsletter.

The reason they do this is simple, email is the Internet’s killer application. There are enough emailboxes in the world for every man, woman, and child in North America to have their own. According to eMarketer, in 1998 there were 3.4 trillion email messages sent in the world. That’s 9.4 billion messages every day in the US alone. When the owners of those mailboxes are sent a message, it appears right there in front of them. Quick turnaround equals quick results. No driving Web traffic to site to get the message, the message comes to them. E-mail is direct marketing at its finest.

Need another reason? E-mail is dirt cheap. Some numbers to crunch:

  • Internet direct marketing is estimated to be 60-65 percent cheaper than traditional direct marketing --Yankee Group
  • Direct marketing cost-per-piece comparison: $.01-0.25 for email, $1-2 piece for snail mail --Jupiter Communications
  • Approximately $603 million was spent on direct marketing through the Internet in 1998. This number will climb to $5.3 billion by 2003 --The Direct Marketing Association
While placing an email ad in a newsletter or buying an opt-in email list may go a long way toward customer acquisition, the work of email marketing is not done once you get the traffic. Now its time to get the email address of that visitor and let the post-acquisition phase of marketing by email take over.

Just like the M&M site, whether you are in the content or e-commerce business, your site needs to have a newsletter. Use it to promote new features, updates, new product offerings. Beyond the basic information-sharing function of a newsletter lies its branding effect. Every day, week, month, or whatever the frequency of the newsletter, that visitor that once made the trip to your Web site gets a reminder delivered right to his or her Inbox that you are still there.

Getting Started Software/Services
Technique
Research/Views
Opt-In Providers

  • BlanketMail
  • BriefMe
  • E-Target.com
  • PostMasterDirect
  • TargitMail
  • MyPoints
  • YesMail
  • ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

    ABOUT THE AUTHOR

    ClickZ

    Articles written by ClickZ's staff.

    COMMENTSCommenting policy

    comments powered by Disqus

    Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

    COMMENTS

    UPCOMING EVENTS

    UPCOMING TRAINING

    Featured White Papers

    Gartner Magic Quadrant for Digital Commerce

    Gartner Magic Quadrant for Digital Commerce
    This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

    Paid Search in the Mobile Era

    Paid Search in the Mobile Era
    Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

    Jobs

      • SEO Specialist
        SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
      • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
        Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...