The concept of email marketing, as it is known today is greatly different from the traditional concept of the process. This is because, the present day email marketing campaigns are fully centered around the social media websites like facebook, linkedin, twitter and myspace. In this context, it is relevant to mention that email marketing is the most traditional approach to internet marketing, as it existed even before the internet was overtaken by social media websites. The advent of the social media websites, however, changed the entire concept of email marketing.
Before social media era, internet marketers used to receive the email address in bulk from the internet service provider without any idea about whether the receiver of the email will be able to appreciate the new business offer introduced in the email or not. This often resulted in genuine internet marketing emails being marked as spam and discarded. In addition, the content of the email did not bear any signature style and all the emails were sent in bulk, with the content of the email remaining the same. The success rate of such kind of email marketing was considerable in the early days, but the lack of credibility in such kind of email marketing soon reduced the chances of success in haphazard email marketing. The prevalence of spams and fake emails also made the work of genuine internet marketers difficult. The social media era changed all of this.
Social media enabled the internet-marketing manager to pinpoint his target audience. The different communities and groups that people formed on the social networking site enabled the internet marketer to identify the right group of people who will appreciate the business offers. Moreover, the social media meant that the internet marketer had no longer to depend upon the internet service provider to get the email as the email ids could be directly obtained from the social media sites, thus saving on time and money. Since, the email ids gathered from the social media sites are all relevant emails, so there is also a savings on the energy of sending business introduction emails to people who do not care about the business in any way. Social media sites ensured that the right emails reached the right receiver.
Finally, and most importantly, the social media sites allowed a sense of personalization and credibility with the emails. As the names and personal preferences of the receiver of the email are now known from their social network profiles, so the internet-marketing managers can personalize the emails with the intention of grabbing the personal attention of the receiver of the email. The graphics, fonts, colors and themes of the email are now selected according to individual customers to make the emails appear professional and personal at the same time.
In this context, it must also be remembered that the internet marketer, for attributing full credibility to the emails should follow certain golden rules of email marketing. Such golden rules include precise description of the new business idea, the contact details of the sender in the emails and the tone of the email should be a balance of politeness and professionalism. These rules, combined with the personalization of the emails, make email marketing an important internet-marketing instrument for the internet marketer.
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