Email marketing is a much maligned aspect of online marketing. All too often the visible face of online marketing is Spam – untargeted and unrequested email adverts for offensive, dubious or downright illegal products. However, when performed responsibly and with the customers needs in mind, Email marketing is an unparalleled method for getting your message out to consumers, and amongst the most effective proactive marketing efforts a company can perform.

They key to successful Email marketing is permission based, targeted campaigns: don’t send to people who aren’t interested. Not only is unsolicited mail annoying and unlikely to result in a sale (therefore damaging the perception of your brand), it can also be illegal.

By employing opt in mailing databases where customers have chosen to receive mail, you protect yourself against legal difficulties and any negative impact on your brand. You are also addressing customers with a qualified interest and are therefore more likely to make a sale.

Your mailing database might be past and present customers or may be purchased from an affiliate whose customers have stated an interest in learning more about associated products – in either case it is critical that the recipient has opted in. Once you have an opt-in mailing database the sky is the limit.

Email marketing allows for a huge degree of personalisation, so you can address customers by name and employ demographic information to better target your offering. In short Email marketing is cost effective (approximately 10% of the cost of an equivalent Direct Mail campaign), highly targeted and generates an immediate response.