Guide

Email marketing

Introduction

Email marketing can be a very cost effective and powerful way to reach your customers and encourage them to buy your products or services. Through email marketing you are able to send relevant messages to your customers by segmenting your marketing list and tailoring your messages based on customer preferences. Email marketing also enables you to react in real time to customer actions eg if a customer has abandoned a transaction mid-process you can email them to offer an incentive to complete that transaction.

Your email marketing messages can be monitored and analysed to gage how well your email campaigns are performing. This data can help you identify changes you can make to improve the effectiveness of your email marketing messages.

There are also legal aspects to email marketing that you must comply with such as data protection including the General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR).

This guide outlines email marketing best practice for successful campaigns. it will help you build your email marketing list and advise you on creating engaging content. It also explains legal issues such as privacy law, data protection, and rules about buying email databases