Types of email marketing messages
http://www.newslettersoft.com/en/articles/12/1/Types-of-email-marketing-messages/Page1.html
Antxon Pous
By Antxon Pous
Published on 08/29/2007
The three types of email marketing messages:
1. Direct email
Direct email involves sending a promotional message in the form of an email. It might be an announcement of a special offer, for example. Just as you might have a list of customer or prospect postal addresses to send your promotions too, so you can collect a list of customer or prospect email addresses.
You can also rent lists of email addresses from service companies. They'll let you send your message to their own address lists. These services can usually let you target your message according to, for example, the interests or geographical location of the owners of the email address.
2. Retention email
Instead of promotional email designed only to encourage the recipient to take action (buy something, sign-up for something, etc.), you might send out retention emails.
These usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but will aim at developing a long-term impact on the readers. It should provide the readers with value, which means more than just sales messages. It should contain information which informs, entertains or otherwise benefits the readers.
3. Advertising in other people's emails
Instead of producing your own newsletter, you can find newsletters published by others and pay them to put your advertisement in the emails they send their subscribers. Indeed, there are many email newsletters that are created for just this purpose - to sell advertising space to others.
These days, people are tired of receiving solicited email messages, and it is for this very reason that this type of advertising poses the biggest problem for the future. A more ethical approach to email marketing that is evolving is based on the idea of permission marketing. This is a complex subject and is an intensive, ongoing debate in the marketing community. Basically, you need to obtain proper permission concerning the intent of your commercial email before sending it. If you don´t obtain proper permission, the email receiver will see your message as spam. There has been a lot of discussion concerning the Spam industry and undesireable emails. That is why it is quickly becoming more important, now than ever to send specific emails exclusively based on permission, where the users have expressed their explicit consent to receive promotional emails.
1. Direct email
Direct email involves sending a promotional message in the form of an email. It might be an announcement of a special offer, for example. Just as you might have a list of customer or prospect postal addresses to send your promotions too, so you can collect a list of customer or prospect email addresses.
You can also rent lists of email addresses from service companies. They'll let you send your message to their own address lists. These services can usually let you target your message according to, for example, the interests or geographical location of the owners of the email address.
2. Retention email
Instead of promotional email designed only to encourage the recipient to take action (buy something, sign-up for something, etc.), you might send out retention emails.
These usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but will aim at developing a long-term impact on the readers. It should provide the readers with value, which means more than just sales messages. It should contain information which informs, entertains or otherwise benefits the readers.
3. Advertising in other people's emails
Instead of producing your own newsletter, you can find newsletters published by others and pay them to put your advertisement in the emails they send their subscribers. Indeed, there are many email newsletters that are created for just this purpose - to sell advertising space to others.
These days, people are tired of receiving solicited email messages, and it is for this very reason that this type of advertising poses the biggest problem for the future. A more ethical approach to email marketing that is evolving is based on the idea of permission marketing. This is a complex subject and is an intensive, ongoing debate in the marketing community. Basically, you need to obtain proper permission concerning the intent of your commercial email before sending it. If you don´t obtain proper permission, the email receiver will see your message as spam. There has been a lot of discussion concerning the Spam industry and undesireable emails. That is why it is quickly becoming more important, now than ever to send specific emails exclusively based on permission, where the users have expressed their explicit consent to receive promotional emails.