By A10 Digital. Published .
Email marketing is sending messages to people who have agreed to hear from you, in order to keep in touch, share something useful and encourage them to buy or enquire again. It reaches people who already know you.
How does email marketing work?
You collect email addresses with permission, usually through your website or at the point of sale. You then send messages using an email platform such as Klaviyo, which handles the sending, records who opened and clicked, and lets people unsubscribe.
What are the main types of marketing email?
- Campaigns. One-off emails sent to many people at once, such as a newsletter or an offer.
- Automated emails. Messages triggered by something a person does, such as a welcome series after signing up or a reminder when a service is due.
- Transactional emails. Order confirmations and receipts. Not marketing in themselves, but an opportunity to make a good impression.
Why do businesses still use email?
Because the list belongs to you. A social media following can lose its reach when a platform changes its rules. An email list is yours to use for as long as people want to hear from you. It also reaches people who already know you.
What do the UK rules require?
UK rules on consent apply to marketing emails, and they differ for business and consumer contacts. The Information Commissioner’s Office publishes the guidance, and it is worth reading before your first send.
How do you know it is working?
Open and click rates tell you whether people are interested. The number that matters is what happened next: enquiries, bookings or sales that began with an email.
Related service: email marketing from A10 Digital.