Bite-Sized Digital Advertising Series: What is Email Marketing?

Welcome to the Bite-Sized Digital Advertising Series!

Today we’ll be tackling email marketing.

The purpose of the Bite-Sized Digital Advertising Series aims to help people new to digital marketing find their footing around the many terms and practices involved in the industry. The series also serves as a quick refresher for anyone looking to get back into digital advertising for fun or work.

With that said, let’s get to it!

What is Email Marketing?

Email marketing uses emails to promote products, services, or institutional values, often with the goal of building better customer relationships through targeted messages.

Have you ever subscribed to a mailing list and received an email offering subscription discounts? What about an email regarding new show releases from your favorite video streaming website? These are examples of email marketing.

Why is email marketing useful?

Email marketing is a highly customizable marketing tool. It can be personalized, and can be curated to target specific subgroups within a business’s target demographic. Email marketing, when done well, can also lead to high ROI, to little resource cost from the business.

Because of its versatility, email marketing is one of the leading marketing strategies in digital advertising, and is widely practiced by big companies like Apple, Starbucks, and Amazon.

Who comes up with the emails?

In theory, anyone can come up with the emails used in email marketing. For best results, however, it’s suggested that the emails are done by a content team (often an outsourced provider), or someone who’s familiar with the business’s goals, target outcomes, and marketing campaigns.

There are many technical terms involved in email marketing that can be confusing, but the gist of things is that, for email marketing to be effective, they must be created with care and attention to the details of the desired outcome – whether it’s more sales or better brand recognition.

Is it worth it?

Yes! Email marketing, as mentioned above, is a leading marketing strategy. Consumers today are more than likely to check their emails every day, which can lead to high marketing exposure for a business’s products if their email marketing campaign is conducted effectively.

That being said, email marketing can be complicated. There are service providers, like LogicBase Interactive, that collaborate with businesses to help bridge the knowledge gap with this type of strategy. Service providers can also track an email marketing campaign’s metrics, allowing the business to identify which emails are effective and which ones aren’t.

If you’re considering a digital advertising strategy that directly targets your consumer base, look into email marketing. You can get started on them today!