E-mail marketing

Email marketing is an important tool for working with the target audience and promotion on the Internet, facilitating direct communication between businesses and customers. The aim of such efforts is to strengthen customer loyalty and increase sales.

Here are the main techniques and tips:

  • Intelligent Subject Line
    Subject line is a thing that will convince users to open the email. Subject line is an individual thing for every company. There are tools such as «Adobe Campaign» which predicts open rates for emails and recommends content for subject lines to improve email performance, automatically suggesting specific words or adjectives.
  • Segmented Lists
    The company can personalize messages for each group of customers. Such program as «Mail Chimp» afford to divide the consumers in groups relying on gender, status e.t.c., which provides an opportunity to target emails with offerings or congratulations.
  • Limit the Promo-Speak
    Limiting the promo speak will not only keep the email out of the spam filter, but will give a reader the perception that the company provides value instead of trying to sell him something intrusively.( Small Business 2016)
  • Clear Calls to Action (CTAs)
    A call to action grabs a subscriber’s attention and encourages him or her to act. (Shop our best sellers, Act now, Save today) (Small Business 2016)
  • Minimize images
    Images take a lot of space of an email. Marketers should remember that users have different types of devices and images may not even appear on some of them. (YouTube, 2016)
  • Code an email properlyAn email should be coded properly – that will afford to make it nice viewed on almost every device.
  • Include obvious linksLinks will help to grab the attention of consumers and will lead them to the site with the products or the services that the company offers. (YouTube, 2016)
  • Give an opportunity to unsubscribeIt is not polite when an email does not have the button «unsubscribe». The consumers can have many reasons to lose an interest in getting emails from the company. The lack of this function can be annoyed and will increase the negative attitude of customers to the brand.


One big advantage of email marketing strategy: it helps to make a profit because it takes into consideration, what your target customers are, their preferences and benefits they are looking for. Email marketing also increases brand awareness because with each email sent, consumers are exposed to business and brand of the company. And the last point: email marketing is easily shareable. Subscribers can share offers and news with their friends, which will help the brand to gain more exposure and credibility. (Fatrabbitcreative.com, 2016)


The specialists from the largest digital agency «WSI» suppose that the worst thing about email marketing – that people get too many emails. Employees have noticed that they get about 17 emails each day, they hardly read 1 or 2.

The reality is email is a great communication channel. It is becoming more difficult to get through the noise or block out the noise, but it’s no less convenient for both business and personal tasks. (WSI World, 2016)

«Rhino Digital Agency» assumes that Email marketing is hard. Any company is trying to get email address of consumers but to market them appears to be challenging. (Gallo, 2016) Moreover, email campaigns can be costly and the company can end up nowhere without planned strategy.


«Mom and Dad money» campaign. It reads just like an email from a friend or colleague asking for a quick favor.


Within a few days of responding to the questionnaire users received a detailed personal email from Matt thanking for filling out the questionnaire and offering a ton of helpful advice and links to resources specifically catered to answers. Users were impressed by his communication skills and dedication to readers. (Kolowich, 2016)


Nowadays e-mail marketing is crucial for every brand. The company can transfer its subscribers in the devoted clients with great desire to spend money and advise the brand to friends. Email marketing gives more opportunities for business, provides a great return on investment. With email marketing, the company can create closer relationships with consumers at a fraction of the cost of traditional media.


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