Email Marketing: principles, concepts, definitions

Email Marketing is an important tool for working with the target audience and promoting the Internet, promoting direct communication between business and customers. The aim of these efforts is to strengthen loyalty and increase sales.

Despite the amount of time and the emergence of many new marketing practices, e-mail marketing remains an important tool in the Internet merchant arsenal. As discussed above, the mailing lists are suitable for a variety of purposes, starting with direct sales, ending with increasing adherence and receiving feedback.


Introduction: destruction of myths
What is e-mail marketing?
Types of messages
Post-marketing: Measurement effectiveness

Introduction: destruction of myths

But first we refuse 2 misconceptions:

1. E-mail marketing is for spammers. A big mistake. If spam is often an illegal large-scale publicity campaign that takes place on an acquired basis, then electronic marketing is a specific e-mail communication, according to the customer's consent. The people themselves leave their contact and give "a link to the beginning of the interaction.

2. Post-marketing = correspondence. E-mail is one of the tools, while e-mail marketing is a set of tasks.

What is e-mail marketing?

This method helps create and strengthen high-quality relationships with audiences, increases repeat purchase rates, and also offers the opportunity to promote new venues on the ground and promptly collect public opinion. In addition, many believe that by talking about e-mail marketing, this practice can increase sales efficiency and cross-selling faster and cheaper than, for example, targeted ads.

6 Features and Benefits of Email Marketing

1. Support for cheap channels.
2. Ability to gather the effective base of the public.
3. Creating communication between brand and consumer.
4. Effective engagement in implementing the necessary interactions (sharing information, viewing recommendations, buying, etc.).
5. Ability to fully automate the process based on subscription base segment information.
6. Increasing efficiency by customizing based on customer information.

Types of messages
This practice is based on different types of electronic messages, the main ones being:

Welcome by e-mail

An email is welcome, which the recipient receives after confirming the subscription. This is a guarantee of the effectiveness of electronic submissions, whose fairness depends on the interest of the recipients for further communication and the general impression of the business.

Do not underestimate the importance - they open up to 4 times more frequent, and targeted actions are performed 5 times more often.

Letter of information

One of the most common electronic message formats. It can strengthen loyalty through quality content. Distribute valuable assets, extensions, and more.

Digest (Digest)

It may look like information emails, but it has a slightly different format - it's a brief overview of new information (for example, e-mail with the list of the most popular products for the week).

Commercial Letter

As a rule, it is intended for direct sales. Their content may be a proposal for a particular offer and its description, recommendations for goods based on user preferences / purchases or promotions information.

Marketing here should be as cautious as an overly aggressive strategy can cause recipients dissatisfaction, as emails will more often be marked as spam. Consequently, it will not only reduce campaign efficiency, but will also reduce the delivery rate of letters.


A series of letters that gradually increase the recipient's interest in the account, thus increasing the desire to cope. According to statistics, serial e-mail campaigns have a click rate of 2-3 times higher than standard business messages.

It should be noted that postal mailing has to be based on a carefully elaborated strategy - this is the only condition that a campaign can bring a positive result. The bottom line is to create a chain of committed letters, each of which is useful, interesting, and generating interest in the next message, while increasing the attractiveness of the offer.


Emails sent under certain conditions or the user performs a certain action, for example, if SaaS user financial management solutions for the first time generates a monthly budget report, it is sent to a mini-guide with recommendations for correct analysis and tips on saving money.

As mentioned above, trigger messages can also be personalized according to specific conditions: for example sending e-mail addressing to the segment of users who did not participate for one week in a resource or who went to the shopping cart for 3 days.

Like classic, triggers, it requires understanding of target audience behavior, constant testing, and results-based optimization.

Transactional (transactional)

Emails sent when a user performs a specific transaction.

Direct communication

In this case, a company representative sends a personal message to the user. The email is personalized, its content is written in a simple way of communicating. This assistance can be provided, gratitude for loyalty, recommendations, etc.

Such interactive campaigns are effective for increasing user loyalty.

Post-marketing: Measurement effectiveness

1. Number of subscriptions. Subscriber base size - the higher the target subscriber base, the greater the profit an email brings. To collect subscriber base, use a variety of strategies, the most famous of which is a kind of exchange of the recipient's e-mail address on a valuable offer: for example, free content for a promotional code, place on a webinar, etc. ..

2. Open rate. The main methods of increasing this value are constant testing and optimization of headings and content. It is important to note that an interesting and attractive feed e-mail is of interest to the beneficiaries and contributes to the opening, but displaying the value of the content is the key to effective communication in sales / implementation of specific actions.

3.Click through the course. This value displays how many recipients who have opened the message have performed the target action. The main factors that affect this indicator are design and content - content, writing, coloring, and so on.

4. Number of messages and messages marked as spam. Quality postal mail implies an optical percentage of 1-2% - this figure is usually considered the norm for the trade correspondence subscription base. Speaking of spam posts, such a phenomenon is much rarer (if this is a legitimate commercial messaging), but if the messages go into the SPAM folder many times, the e-mail service provider with a high probability of the account of the sender's block, as a result of international law on the fight against spam.

5. Conversion rate of the beneficiary. Purchasing factor made by recipients after switching to the link to the resource with the announced bid. This report depends both on the quality of the message and on the efficiency of the company's resource / company in terms of transformation.

Big Conversions!

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