Accenture | DM_L5_V1_What_is_Email_Marketing

Hello, I'm Yasmin, and I work in digital marketing. Today I'm going to talk to you about email marketing. First of all,

what is email marketing? Email marketing is directly communicating a commercial or informational message to a

group of people using email. It usually involves using email to send adverts, request business, or increase sales.

And it's meant to build trust and to contact potential customers with new products or offers.

Now let's look at an example scenario to really understand what email marketing is about. When a website asks

you for personal details, like your email address, it usually uses this information to create email marketing lists that

are used to send out promotional messages, according to what they know about a person or what they have done

on site already - like, for example, a person could have viewed a page or selected a product.

Now let's imagine a website requires that you enter your email address in order to view a new music video. A few

days later, you are sent an email from the company offering you a discount on purchasing the new album from the

artist whose video you viewed. This is an example of email marketing. Over time, a company can build up a

detailed picture of their customers and all people who are favourable to their brand and tailor their advertising

accordingly

but why is email marketing effective? There are four key reasons why email marketing can be effective. First of all,

it is cost-effective. It is very low cost to reach your audience, unlike direct mail when envelope and stamp is

required for every recipient. Second, it is targeted and customisable. So when you use email, it is very easy to
send different offers to different demographics.

Third, it is measurable. That means it allows you to understand what messages and offers are working well for
your company, and then you can target subsequent marketing campaigns appropriately. And fourth, it is actually

the customer's preference. Research shows that consumers prefer to receive their promotional and transactional

messages via email, rather than text, phone, or direct mail.

Now let's consider some quick statistics. 53% of emails opened in 2015 occurred on a smartphone or tablet. 44%

of consumers made at least one purchase in 2015 as a result of a promotional email that they received. And 91%

of consumers check their emails at least once per day. As you can see, email marketing campaigns can be an

easy and effective way to communicate with your audience.