In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations and is meant to build loyalty, trust or brand awareness.
Email addresses are collected in many ways. Some examples are by a website contact submission form, a website subscriber form and a prospect giving you a business card. Be aware that there is a law (CAN-SPAM Act) that outlines how you should collect email addresses and what information you should disclose to the person you email.
Email marketing is just one component of Marketing Automation, but it is a very important component. Once you have a collection of prospect email addresses you’ll be able to communicate to these prospects via email at a mass level or individually through an automated process.
Email Marketing Examples Using Marketing Automation
- You have a subscriber to your blog that is interested in high tech. You’ll be able to know this and whenever you have a new high tech blog post, you can send prospect an email and ask how they enjoyed the article and possibly get them to leave a review or suggest a product to buy.
- You’re a writer and and you collected the email addresses of people that purchased your book last year. You can mass email them to let them know your latest book is out and how they can purchase it.
- Someone that has bought from you before keeps browsing your website, but never purchases anything. You can set a rule that if a person visits a certain eCommerce page 3 times or more, an automated email will be sent out asking them if you can help them find something.