How Does Email Marketing Work?
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Electronic Direct Mail
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Email marketing is the process of selling items, products and services through the use of an email message. It is very similar to direct mail marketing, which does precisely the same thing, except it uses the postal system to deliver the message and the message is printed on paper. In email marketing, a company creates an advertisement that can be in the form of a letter or graphic picture with text and then sends this message to a number of recipients.
How Messages are Sent
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An email marketing message is sent in bulk, just like direct mail. The marketer will send the message to hundreds or thousands of users at once, just by clicking send on their email marketing software. This command tells the server to send the same message to every email address on a list. It then executes the command, sending out thousands of messages at once. Even the most basic hosting accounts have this ability.
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Tracking and Sending
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When people send an email marketing message, they usually have a list of email addresses from users who signed up for the company's newsletter or gave the company their email address for some other reason. Using software, they can select groups of emails addresses to send different types of messages to--that way, they can target consumers who expressed interest in certain items, products or services. The way they know these consumers are interested in different types of services varies. Potential consumers may have visited a page about a product featured in an email campaign, or they have purchased a similar item before. If a user signed up for a newsletter called "Home Improvement Tips," it makes sense to send him an email about a sale on home improvement products.
Trracking Conversion Rates
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Email marketers track who opens the message and what they do after the message is opened, using software that can see what happens to the message after it was delivered. They do this by tracking links embedded in the email. When a user spams an email, the software sees this action. When they open it and then delete it, the system reports this as well. If they open it and then visit a link contained in the email, the software reports the action. Using this information, marketers can attempt to make their email marketing efforts more effective. They can resend similar ads to those who opened the email and then clicked the ad as well as delete addresses for users who automatically spammed the message.
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