Email marketing

Introduction

Promoting your products or services by email can be a powerful and flexible form of direct marketing. Email marketing is one of the most powerful customer relationship and customer acquisition tools available to marketers. You can communicate your messages quickly and cheaply. You can also tailor your message to specific types of customer more cost-effectively than with paper-based marketing - one reason why email is continuing to replace paper communications.

However, you should plan your email marketing with care to make it relevant, well-targeted and interesting to recipients. You also need to be aware that you must always obtain their consent before sending them marketing emails.

This guide shows how to get customers' permission to receive email from your business and how to ensure you reach the right people. It also covers how to monitor the effectiveness of email marketing and newsletters and the legal issues you need to be aware of.

Subjects covered in this guide

• Introduction
• Target the right people
• Get people to opt in to your email marketing
• Create an email newsletter
• Make your email newsletter engaging
• Monitor and follow up your campaign
• Legal issues
• Here's how I used email marketing effectively

Print options - What are my print options - Opens in a new window

• Add guide to my print portfolio (print later as PDF)

Email options - What are my email options - Opens in a new window

• Tell a friend about this page
• Send me an email alert when this guide changes