What is Email Marketing and Why Do I Need to do it?

Email marketing is a form of direct marketing that uses electronic mail as a means of communicating business messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

Pros and Cons
Marketing products or services by email can be a fast, flexible and cost-effective way of reaching new customers and retaining existing customers. Email marketing can allow you to create targeted and personalized messages that sale your product/service.

However, it is important not to overuse email marketing. For example, receiving marketing emails can irritate people if it is irrelevant, too frequent or unwanted, for instance.


  • Permission-based– people who have actively joined your email list because they are interested in your products or services
  • Specific design – you can tailor your email to convey your message in a way that best suits your business objectives and activates your audience.  As a result, conversions will increase.
  • Scalable -email your entire list or target a specific subsection
  • Personalization – messages can be personalized with details and photos that speak directly to the customer
  • Segmentation – messages can be sent to groups or individual customers based on their specific needs and wants
  • Shareable –emails can easily be forward which spreads your brand by word of mouth
  • Measurable– email marketing services provide analytics which can test different copy, subject lines and designs to see which is most effective
  • Less intrusive– unlike telephone marketing, recipients can read your message at a time that suits them
  • Cost- effective– minimal cost involved in sending an email to a customer you have already acquired
  • Time-saving –through automation you can trigger emails to be sent to customers based on an action they have taken while you perform other tasks
  • Real-time marketing– automation allows you to interact with the customer as they are engaging on your website like bundling new items with products/services they have already selected


  • Spam– commercial email or ‘spam’ irritates consumers.  Selectively target your customers that have actively signed up to receive your emails.  Only send them emails that are relevant to their needs and wants
  • Undelivered emails– poorly designed emails and out of date email lists will give you problems with deliver-ability
  • Design problems – designing emails for desktop will read poorly on a tablet or mobile device.  Therefore, design your emails to optimal readability across all devices
  • Size issues– files that are too large will not get opened.  For this reason, your audience has to wait for it to download they will probably just move on
  • Resources and skills – to be effective at email marketing you must have the right copy designed to engage your list based on their interests.  Consequently, if you bore them, then you will lose them

Key Features

  1. Add contacts by creating lists to manage your database ,as well as, import existing lists. Also, grow your lists by integrating with landing pages, opt in forms, and surveys
  1. Plan marketing campaigns and manage sales with drag and drop newsletter templates. Then use autoresponders to automatically engage with your customers.  Next, leverage automation workflow to segment your contact lists based on their actions and reward them for engaging.  Test emails to determine best and poor performers.  Lastly, use CRM to create and manage the sales process.
  1. Analyze your lists with custom filters based on demographics and behaviors. This will allow you to develop strategies that will meet the expectations of your customers.  Analytic tools allow you to target offers to help improve conversion rates.

In summary, email marketing is an effective tool to allow you to engage with your customers on a personal level through email.  You can target their needs/wants and guide them through the purchasing process without being spamy or salesy.

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