Email Marketing and its Origins



Most of us jump on our work and personal computers several times  each day to check our email. It has become an effective method  of communication for work, personal relationships, and  marketing. You may have noticed you get more emails encouraging  you to purchase items than ever before. This is because email  marketing has come one of the most popular methods of reaching  consumers who make purchases online.

Email come into existence in the 1990’s as the internet was  starting to become more popular. Businesses quickly figured out  this was a great way to reach customers. It was also less  expensive than mailing out advertisements to homes. By 1995 the  number of email advertisements sent out that year was more than  the number sent out by regular mail. Businesses spend a great  deal of money creating email marketing campaigns that won’t be  confused with spam.

In fact, email marketing hit a huge road block when spam filters  became so popular. Many email marketing campaigns had to be  revamped as they were being wiped out by the filters. Businesses  were losing money on the marketing campaigns and not getting any  results. However savvy computer programmers and businesses soon  learned that effective email marketing titles and headlines as  well as using their real email address helped get the emails  past the various spam filters.

The internet was once used for research, entertainment and work  related functions. The idea of shopping online has become very  convenient in our society. After all, it allows you to compare  prices in a flash. Most of us are too busy to run from store to  store. Shopping online has given those in remote locations the  chance to get all the gadgets out there they desire. It is only  logical that consumers are paying more attention to email  marketing since this is the method they are using to do a large  portion of their shopping. Email marketing has become  mainstream. Almost every website gives the consumer the  opportunity to give their email address and consent to being  solicited with email advertising.

On the other side of the coin are those who hate getting their  email filled up with email marketing ploys. This is why every  email sent from a business has to include a link that gives the  consumer the opportunity to opt out. Businesses have to respect  this choice made by the consumer and remove them from the  mailing list. This was the result of legislation stepping in  when the idea of email marketing started flooding every email  address out there. There are rules and laws in place now to  protect consumers against having their privacy invaded. The  penalty for violating these laws include expensive fines and the  possibility of jail time.

However, with the acceptance of email marketing by consumers  comes their demands for effective advertising that meets there  needs. Getting the email to the consumer is only half of the  battle. The information you send them has to grab their  attention and entice them to take the link to your website and  make a purchase. Your email should be a teaser that it going to  make the consumer curious enough to go directly to your website  at that very moment. There is a lot of competition out there and  businesses are having to come up with wittier and smarter email  marketing campaigns to keep their consumers interested.

Email marketing will continue to evolve as those sending them  have to find innovative ways to capture the attention of the  consumer while getting ahead of their competition. Don’t expect  email marketing to be replaced any time soon. It is anticipated  2.8 million dollars will be spent on email marketing campaigns  in 2008. With that volume comes more responsibility on the end  of the businesses that use email marketing. Not only do they  have to follow the laws and regulations set, they have to  respect the consumer as well as appeal to them. Businesses know  that email marketing is on the rise so they have no choice but  to participate in it or be blown away by the competition.

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