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What Is Email Marketing?

Explore the history and types of email marketing, including transactional emails, direct emails, and mobile email marketing. Learn how this powerful tool has evolved alongside technological advancements, driving sales and customer engagement.

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What Is Email Marketing?

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  1. What Is Email Marketing?

  2. History of Email Marketing Email marketing has evolved rapidly alongside the technological growth that has occurred throughout the 21st century. Prior to this growth, email marketing was not as effective because of a lack of reach, as emails were novelties to the majority of customers and potential customers. In 1978, Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first mass email to approximately 400 potential clients via the Advanced Research Projects Agency Network (ARPANET). It resulted in $13 million worth of sales in DEC products, and highlighted the potential of marketing through mass emails.

  3. Types of Email Marketing • Email marketing can be carried out through different types of emails: • Transactional emails • Direct emails • Mobile email marketing

  4. Transactional emails • Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns.

  5. Direct emails • Direct email or interruption based marketing involves sending an email solely to communicate a promotional message . Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies.

  6. Mobile email marketing • Email marketing now develops large amounts of traffic through smartphones and tablets. Marketers are researching ways to capture the attention of users, in both span and volume. This is because the rate of delivery still relatively low due to strengthened filters and also because certain users have multiple email accounts that serve unique purposes.

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