Email marketing can be assigned to online marketing in the first step and direct marketing in the second step. It should come as no surprise that email marketing works by sending emails – that is, sending digital messages to potential and existing customers.
There are two forms of communication via email. One-to-one communication describes that between individuals. For example, a company can target a specific customer. In contrast, one-to-many communication takes place between a company and (clustered) groups of people. Be careful that this form does not degenerate because then we will move in the direction of the spam. And this is well received by very few.
Two dominant tools can be assigned to email marketing: firstly, emailing, secondly, sending a newsletter. Emailing is the more flexible tool of the two. Mails are sent as soon as there is news, for example, a special campaign is pending, or a new product has been developed. These emails are sent irregularly and are therefore opposed to the newsletter, the main idea of which is regularity. Every week or month, you provide your customer base with an overview of current developments in your company or upcoming events.
To motivate the recipient of the mail not only to read but perhaps also to order your new product, to take part in one of your events or simply to provide further information about your company, you should include call-to-actions in your mail. Similar to a website, this call to action serves to guide the reader and to facilitate the next steps in communicating with you. Your reader will be directed to a landing page of your company, and your goal of winning him over as a customer or promoter has come a lot closer.