Email marketing services are a form of direct marketing combined with the use of new media. As the term suggests, Email marketing is a commercial or promotional type of message directed to the target market segment using emails. The commercial messages involve ads, new brand promotion, offers, schemes and fliers. In its broadest sense, email marketing encompasses online messages for potential customers in order to generate strong leads, and subsequently, convert them into sales. The process is deemed as the Email Marketing.

The email marketing services are formulated based on the following major objectives:

  • Email messages are sent to its target market with the purpose of enhancing the relationship of a merchant with its current or previous customers, so that customer loyalty or brand loyalty can be ensured.
  • The email marketing campaigns aim to acquire new customers or encourage existing customers to make a purchase decision online.
  • Email marketing services endow an opportunity to a company to build trust with its customer base.

    • As you can read between the lines, all the above mentioned objectives are the life and blood of a business development effort in an organization.

    Different Email Marketing Services

    Transactional Emails

    Transactional emails are the confirmation mails, dropped after a purchase has been made online. These mails act as a trigger, based on a customer’s action taken on a company's website. Transactional messages include purchase or order confirmation, emails and receipts.

    The main purpose of a transactional mail is to convey the information regarding an order placed. However, due to its high acceptance, these mails lend organizations a golden opportunity to engage customers and introduce a new product/service. or or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.
    There are specialized software vendors such as V Campaigner that offers a comprehensive transactional email support services and enables companies to include promotional messages within the body of transactional emails.

    Direct Emails
    Another form of email marketing campaigns is Direct Emails. This type of email campaign involves only and only commercial body with the aim to stimuli customers' buying actions on a company's website. These email campaigns are different from transactional emails as they clearly intend to generate leads for a company. Direct mails are sent to both an existing customer database of a company and the untapped market segment of the company. Organizations, usually, collect a list of prospective customers' email addresses to send direct promotional messages, or they take a list of email addresses on rent from other service provider companies.

    Author's Bio: 

    Dharmender Kumar is an email marketing expert who has managed email marketing campaigns for many brands International brands like BMW, Guess, Jaguar, The Body Shop, etc. He shares his experience of managing email campaigns & inbox delivery.