THE USE OF E-MAIL AS A MARKETING TOOL

This short report takes a general look at the use of e-mail as a marketing tool and provides a guide to the issues involved in integrating e-mail into a company marketing strategy. For those already making use of e-mail marketing, this briefing paper highlights the major do?s and don?t?s of e-mail etiquette.

Key points highlighted in this report include:

• The use of e-mail in general has increased greatly in recent years - as has the use of e-mail marketing campaigns.
• The benefits of using e-mail as part of a marketing strategy can easily outweigh the downsides if used properly and professionally.
• A bad e-mail marketing campaign could at best result in adverse publicity. At worst it could lead to the alienation of an established customer base.
• Spam e-mail is fundamentally an example of bad marketing. Not only does it shift the costs of advertising away from the advertiser to the consumer, it can also have far-reaching consequences for any enterprise that sends it.
• The use of permission marketing and opt-in e-mails is an effective way to harness the benefits of e-mail marketing and reach significant numbers of potential customers - without resorting to sending spam.
• Those intending to use e-mail marketing campaigns must think very carefully about the impression they wish to make on their prospective customers. A list of key guidelines in developing a successful e-mail strategy includes:

  * Make a commitment to your e-mail marketing strategy - it will require both technological and human resources

  * Always target your message to the audience

  * Work towards e-mail becoming an effective two-way channel between yourself and your customer.