Email marketing communications: definition, forms, and regulatory requirements

Marketing E-Mail

Email marketing is "the use of email in marketing communications." (Brownlow, 2012) Email marketing is reported as a term that "covers every email" that is ever sent to a customer, potential customer or public venue." (Brownlow, 2012) Email marketing refers to the sending of "…direct promotional emails to try and acquire new customers or persuade existing customers to buy again." (Brownlow, 2012) In addition, it is reported that sending emails which are designed in a way that will provide encouragement for customer loyalty and enhance customer relationships. In addition, placing your marketing messages or advertisements "in emails sent by other people." (Brownlow, 2012)

Three Primary Forms of Email Marketing

Email marketing is in three primary forms stated to be the following: (1) direct mail; (2) sending a print newsletter; (3) placing advertisements in subscription magazines and newspapers. (Brownlow, 2012) It is reported that email marketing's popularity is because: (1) sending email is cheaper than most forms of communication; (2) email lets you deliver messages to people unlike website where people have to come to the message; and (3) email marketing has proven very successful for "who do it right." (Brownlow, 2012)

II. Direct Email

Direct email marketing is sending of promotional messages in email such as a special offer or announcement of some sort. It is possible as well to rent email address lists from service companies, which allows for geographical or interest-based targeting of emails.

III. Email Marketing Software

Email marketing software allows for the creation of profitable customer relationships and includes tools such as professional email signup forms and autoresponder services. One such software advertised is AWeber Opt-In Email Marketing Software produced by AWeber Communications. Email marketing software enables management of client accounts from one location and creation of a new revenue stream with competitive wholesale pricing. In addition, simple design tools are included in many email software-marketing packages.

IV. Benefits of Email Marketing

A Business Link report states that product promotion by email is "powerful and flexible" in terms of direct marketing. Email marketing allows communication of messages more rapidly and in a more cost-effective manner that using paper-based marketing. In addition, messages can be tailored to specific types of customers, customer relationship can be built, and new customers acquired "through relevant, well targeted emails that interest recipients." (Brownlow, 2012)

V. Two Types of Sign-Up Procedures

There are two types of procedures that can be utilized when new subscribers sign up to receive the email marketing messages: (1) single; or (2) double opt-in. Single opt-in is stated to be when the individual makes provision of their email address and indicates that they desire to receive future emails. (The Chartered Institute of Marketing 2012, paraphrased) Double opt-in is stated to involve a follow-up of the previous step by "sending the subscriber with an email with a confirmation link they must click on to complete their registration. (The Chartered Institute of Marketing 2012) A third type of sign-up procedures it the soft opt-in which can be used in specific circumstances "as an exception to the consent rule for direct marketing and is applicable when: (1) the individual's email address and personal information was obtained during a sale or during negotiations for a sale of service of product to that individual; (2) the messages are only marketing for similar services or products; and (3) the individual has been provided with opportunities to refuse marketing messages when collection of their details and with each future message and the individual does not opt-out. (The Chartered Institute of Marketing 2012)

Summary and Conclusion

Email marketing is an effective and efficient way of reaching potential customers and marketing services or products via email messages, newsletters and advertisements. It is necessary to follow email-marketing regulations, which are located in the Chartered Institute of Marketing 2012 and the Data Protection Act.