Email marketing is a format for email-based campaigns in which standalone advertisements are sent to a targeted list of recipients. The messages, which may be text, HTML, or rich media, look like Web-based ads rather than typical email messages. A number of elements make direct email marketing different from spam or other less sophisticated email campaigns.

For example, the sender may use customer segmentation techniques to ensure that the message is appropriate for the group it's sent to, and use personalization techniques so the recipient is addressed as an individual.

Email marketing messages often include mechanisms that provide the sender with feedback on the effectiveness of a campaign, by making it possible to track metrics such as the number of messages that were opened, the number of clicks that were generated from a message, the number of recipients that requested removal from the sender's list, and the number of messages that were bounced by the recipient's server.

Email Campaign

An email campaign is a coordinated set of email marketing messages delivered at intervals and designed to escalate a persuasive argument to purchase, subscribe, download, etc. The content and design should be crafted so that each message builds on the previous, offering relevant new content, media, and links, without losing focus on the “call to action”. While email campaigns require careful planning, the ROI is often greater because they deliver the multiple contacts needed to make a sale.

Mailing List

Email list - A list of email addresses that receive mailings from you.

A permission-based list or database of email addresses identified by a single name and used by e-marketers to send, or broadcast, sales messages,  and other publications to a large group or segment of subscribers (opt-ins). The lists usually contain the email addresses, individuals or subscribers receiving mail at those addresses, publications to which they have subscribed, and any relevant notes or profile data. Most e-marketers consider mailing lists their most valuable asset.

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