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Quick Guide to E-mail Marketing

E-mail Marketing Overview
E-mail marketing is a form of direct marketing in which customers, existing or potential, are informed of products or services from a specific company. E-mails are generally special offers and promotions and are used to generate a specific call to action in order to drive business and increase sales.

Why is E-mail Marketing Effective
E-mail Marketing is an inexpensive and trackable way to get a message out to many people instantly. By reaching many customers at one time, a company can increase its reach inexpensively with the ability to track results; most e-mail marketing software includes tracking such as number of e-mails opened and click through rate.

E-mail marketing can be very cost-effective.  Many times companies compile their own e-mails of current and past customers; these are the easiest types of customers to convert into another sale since they are already familiar with the company's products/services. 

Conversion rates are typically low with e-mail marketing campaigns. However, with the low cost of implementing an e-mail campaign, the cost per acquisition can be very low...oftentimes much lower than most other marketing activities.

Many times companies will hire an e-mail marketing firm to handle the campaign for them. By doing this a company can literally outsource a potentially very profitable marketing endeavor in a short amount of time.

Use caution when hiring an e-mail marketing company to send out YOUR company's information. You need to ensure that the company's list of e-mails is legitimate and current.  You should also ensure that the company you use adheres to spam and e-mail marketing laws. To see the different types of email marketing options, you can check vendor sites for prices and for template ideas.

Find email marketing providers in your state by searching our Local Vendor Directory. To learn more about finding a vendor, read our E-mail Marketing Buyer Guide.