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E-Mail Marketing

Among the different communication tool used in business, e-mail marketing is still growing. Email addresses are common all around the world and almost everyone has a email address which they check daily or at least weekly. At the same time, with the spread of smartphones and the expansion of Internet connection, people can access their email account at any second. In these conditions, e-mail marketing is as efficient as mobile marketing, yet it provides many more advantages, including the possibility to add richer content with integrated images.

The Internet is the most prolific way of communication for companies to keep in touch with their clients. Using tools such as newsletters or emails, a company can keep its clients updated on the latest offers, news, and innovations. However, e-mail marketing can also bring negative outcomes if it is not used adequately, since it is a more delicate way of communication and demands particular skills for being successful.


E-mail marketing includes a feature named Opt-in that usually ensures its success. Through this feature, users have the possibility to give their consent and be included on a list of receivers for all the company’s communication messages, such as newsletters, or informative emails. Almost all registration forms and information request pages included on websites ask customers to give their consent simply by ticking a box. The forms usually offer users the possibility to choose what type of messages they want to receive, either newsletters, advertising emails or both. If they don’t want to receive anything, they can continue the registration. When the consent is given, the client’s information is included on a contact list through an automatic process and every time there is a new newsletter available, the client will be notified.


Opt-out is a different feature of email marketing, in which the user is automatically included in a contact list for receiving newsletters without being asked to give his consent. If the clients don’t appreciate the advertising emails or newsletters, they have to send a message and ask explicitly for their contact information to be deleted from the list.

Opt-in has also limits, since it is possible for users to insert email addresses with typing or intentional errors, or to register the address of someone else. To prevent this, some companies have included a double opt-in feature, that requires the confirmation of the subscription by clicking a link received in a second email. This procedure of double opt-in provides safety to every user.

Direct Email Marketing

If a DEM campaign is not thoroughly planned and developed with great care and efficiency by a team of professionals, it can provoke negative results, rather than positive ones. A newsletter containing ineffective, unnecessary, or inadequate content can cause damage to the reputation of a company. Clients attribute to inappropriate acts of communication a lack of respect and professionalism. They will feel less compelled to open future emails or newsletters and less inclined to trust the products and services of the company.

Only once it starts to follow a clear strategy, with proper language and message, an email marketing campaign can bring positive results. The client should feel enticed even before actually opening the email, by imagining the benefits of reading it. However, the email should be honest and do not offer misleading suggestions regarding false benefits or offers. A false promise damages the trust of the client and also the image of the company.

An essential feature of a successful DEM campaign is its appearance. To be effective, the email marketing plan must be developed with professional care in order to be attractive and enticing. This can allow a viral distribution of the email in the networks in which the user belongs and where he can share the message. Since the purpose of a marketing strategy is to reach a wide audience, if a client forwards an email, then that email can reach twice more people than its initial target.


Not all types of companies can profit from the use of e-mail marketing. Some companies can benefit more from using other promotion techniques and they should be careful to not invest too much in e-mail marketing if it does not suit their interest. For an online shop, for example, e-mail marketing is one of the best investments, yet it is not same for all businesses. Since the Internet is the communication channel for emails but also for online sales, an online shop can have clients all over the world and their newsletter can easily reach all subscribers, independent of their physical location.

A newsletter can be a good solution for sharing the latest news and changes in the company, along with the commercial communication.