Email Marketing Tools
Email marketing tools are contact management systems that enable the average website owner to create forms, capture email addresses, and send out mass emails without having advanced technical knowledge. There are a vast array of email marketing products available. This sort of marketing is a helpful and affordable method for staying in contact with previous customers and website visitors.
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Function
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Email marketing tools provide form creation wizards that allow you to create customized forms to place on your website. Visitors to your website can provide their name and email address, which is automatically added to your contact list. When you decide to send out a mass email to all your contacts, you can use your email marketing tool to create an email using a template and send it to your contact list with only a few mouse clicks. Many email marketing tools offer autoresponders that allow you to create a series of emails that go out to new subscribers at designated time intervals or on specific dates.
Significance
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Email marketing tools simplify the process of maintaining a list of email contacts. It would take a great deal of time to manually collect, verify, and confirm email addresses for hundreds of website visitors each week. The automated process saves a lot of time for the website owner, and allows him to spend more time crafting carefully drafted email marketing messages that will convince customers to make a purchase.
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Benefits
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Email marketing tools vary in price, but it's still free to send an email. Other than the price of the subscription to the email marketing system, it's free to send emails to a list of thousands of subscribers several times each month. It would cost hundreds of dollars to send a direct mail package through the U.S. Postal Service, and it would contribute to waste. Emails can be easily deleted and allow ease of purchase for those who choose to open and read the message. All a reader would have to do is click a button to purchase a new product, rather than pick up the phone or send an order through the postal mail.
Warning
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Email marketing tools make it easy to capture contact names and email addresses from website visitors, but you should take care to respect the users' privacy. It's considered unethical by some people to sell information collected on a website. You should also always offer customers on your contact list an option to choose not to receive further emails from you. Most email marketing tools offer a way for subscribers to opt-out of further mailings.
Potential
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Email marketing tools are likely to replace direct mail almost completely, due to their ease of use, efficiency, and environmentally-friendly properties. It's much more affordable for a marketer to send an email blast than to mail a catalog to several thousand people, and requires absolutely no paper. Also, email marketing is more consumer friendly, because it's much easier for a subscriber to be removed from a contacxt list.
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