Email marketing, a strategic approach in digital marketing, utilizes email as a tool to endorse products or services, foster customer loyalty and trust, or enhance brand recognition. This strategy involves the dispatch of direct promotional emails to attract new clients or encourage existing customers to buy, and the transmission of transactional emails following a customer’s interaction with a business, aiding or verifying a business transaction. Despite hurdles such as email deliverability and adherence to spam laws, it stands as a budget-friendly and effective marketing tactic, boasting high open rates and comprehensive analytics for evaluating campaign success. Legal regulations like the United States’ CAN-SPAM Act and the European Union’s GDPR oversee email marketing to shield consumers from spam and maintain privacy rights. Compared to traditional mail marketing, email marketing is deemed quicker, more economical, and more productive, offering tools for automation and analysis of customer behavior.
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Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives: build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.
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