What is Email-marketing?

Email marketing is:
  • a tool for customer relationship management (CRM).
  • a form of direct marketing which utilizes electronic means to deliver commercial messages to an audience.
  • one of the oldest and yet still one of the most powerful of all eMarketing tactics.

What is Email?

Actually it was first used as a way for users of the same computer to leave messages for each other all the way back in 1961.
Email power comes from the fact that it is:
  • Extremely cost effective due to a low cost per contact
  • Highly targeted
  • Customizable on a mass scale
  • Completely measurable
  • Email is probably ubiquitous to you, but there was a time when there was no email

Email marketing’s main strength is that it takes advantage of a customer’s most prolific touch point with the Internet: their inbox.
Email marketing should ultimately lead to greater profitability.

See a demonstration of Email-marketing in Youtube.

Steps to executing an email campaign


1. Strategic planning: involves planning around the goals you will need to achieve.

2. Define list: subscribers who have agreed to allow a company to send them emails with marketing messages.

3. Creative execution: Successful email campaigns provide value to their readers.

4. Integrate campaign with other channels: There should never be a disparity between the emails.

5. Personalize the message: personalization can see improved results.

6. Deployment: . Emails should be delivered at consistent times, but the best time for best results.

7. Interaction handling: every interaction via email should be considered as part of a company’s email marketing practice.

9. Analyze results: Once the reports have been generated, it is time to work out what the numbers are revealing, and to use this information to improve the next email sent out.

Pros and Cons of email-marketing

  • Permission based email marketing can give the highest return on investment of any marketing activities.
  • Technology allows mass customisation, allowing personalization across a large list of subscribers.
  • When used to foster relationships with a customer base, email marketing can go a long way to increasing the lifetime value of that customer.
  • Email marketing is highly measurable, and databases are highly segmentable.
  • With the increasing numbers of companies and individuals using email marketing, many consumers are email fatigued.
  • It requires ingenuity, focus and dedication to maintain an email database and consistently deliver useful quality emails that will be read.
  • It does not take much for email to be marked as spam, and it can be difficult to recover from being branded as a spammer by the ISPs.


Email-marketing and tourism

Email-marketing conclusions