What is Email Advertising?

Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

Reaching current and future customers can be challenging, but email advertising can help you meet that challenge. This lesson offers an overview of email advertising.

What is Email Advertising?

Advertising to current and potential customers is critical to the success of a business. Email advertising has become an effective way to send messages to people about products, services, and offers. By gathering email addresses from customers or people who have asked to be on your email list, you can create effective advertising campaigns that reach your target market.

It is important to send emails only to those people who have agreed to receive messages from your company. Unapproved emails are considered spam, which can create frustration, negative feelings toward your business, and could be illegal.

Let's imagine you own a small women's clothing boutique. You offer a variety of clothes and accessories and receive new items on a weekly basis. You have collected email addresses from your clients and send a message each Tuesday to highlight the new items in your store. The email offers a special that applies only the next day at your store. Your clients look forward to hearing from you and often bring in their email to take advantage of the discount and see your new items.

Advantages of Email Advertising

Advertising via email is an effective way to share messages and advertise items or specials in your business because it is inexpensive, fast and easy, and you can track results.

Inexpensive

Sending an email to a large group of people has a very small, insignificant cost. There are programs that send mass email for free or a small monthly fee. This allows you to communicate with your customers on a regular basis without having to spend a ridiculous amount of money.

In your boutique, you've tried several forms of advertising. One of the largest problems you've encountered is the high price of running ads in magazines or using a billboard. As a result, you can run only a few ads a year to market your business. However, with email you are able to reach out to your customers on a regular basis. This helps you share information consistently and keep your customers coming back to your store weekly. Not only is email inexpensive, it is highly effective in your business.

Fast and Easy

Creating an email and sending it to hundreds or thousands of recipients can be done in a number of minutes. Using an email service can help you compose and send an email easily. Many of these systems, such as Constant Contact or Mail Chimp, also track your address list. If someone subscribes or unsubscribes, the list is automatically updated. This makes managing your list virtually automated.

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