Email Marketing

 The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a bunch of numbers and letters, but it marked the beginning of a new era of communication. Ray Tomlinson was also the first person to use the “@” symbol in email addresses.

In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk used this new method of direct communication to send the first commercial email to inform people about a new product.

Mr. Thuerk's email list consisted of only 400 addresses, but the emails he sent generated about $13 million in sales. (Source: Computerworld) 

By the 1990s, the Internet had become commercially available to everyone. The way people communicated with each other began to change dramatically, and marketers discovered that email could be an effective way to promote their offering. The emergence of marketing emails also necessitated regulatory updates; the UK Data Protection Act, for example, was adjusted to require an “unsubscribe” option to be included in all marketing emails.

Email has become a popular marketing tool for businesses in part because it compels the user to take action in some way: the email will sit in the inbox until it is read, deleted, or archived. 

Around 333 billion emails are sent every day. This number is expected to increase to 392.5 billion by 2026. (Source: Statista) 

 There are several types of email marketing. Each serves a different purpose and uses a different approach to communicate and engage with your audience. Let’s take a look at some of these different types, so you can create the best email marketing campaign for your business.

• Welcome emails. This type of email welcomes customers and encourages them to learn more about your product or service. They often offer a trial or other bonus. They serve to introduce the company to a potential new customer.
• Email newsletters. Email newsletters, also called newsletters, are very popular, often highlighting new products and services. They can also include articles, blogs, and customer reviews. Typically, there will be a call to action to encourage the reader to do something, whether it’s reading a new blog post or learning about a new product.
• Lead nurturing emails. This type of email targets a specific audience through a series of emails in hopes of converting them. Typically, lead nurturing emails focus on a group of people who are interested in a specific product or service, then nurture their interest by sending more emails that offer additional information or relevant promotions. The goal is to move users from the consideration phase to the purchase phase.
• Confirmation emails. Those who have recently signed up for a mailing list or newsletter, or who have purchased an item online for the first time may receive a confirmation email. This assures prospects that their information has been received and that they are on the list to receive additional information. It is also a way to inform users that their order has been validated or that their registration was successful, and these emails may include further actions to take.
• Dedicated emails. If you want to contact only a portion of your mailing list, you use a dedicated email. The recipient list for such an email can be based on different criteria, such as recent purchases, inactive customers, new members, and other types of specific criteria. 
• Invitation emails. These types of emails often announce upcoming events, new product launches, and seminars. Most businesses use these types of emails when a special event is happening, to attract attention and raise awareness.
• Promotional emails. These types of marketing emails are very common, they are often generic and sent to a wide audience. They are usually used to maintain a certain level of awareness and can introduce new products and services.
• Survey Email. Customer feedback is one of the best tools a business can have. Sending these emails tells your customers that you value their opinion and want to provide them with an experience, product, or other service that is valuable to them and that they will enjoy. Businesses can also use the feedback provided during surveys to apply it to their offerings and create a better or more tailored product.
• Seasonal marketing emails. Many businesses use the holidays or special occasions to reach out to customers and prospects with information about upcoming sales and promotions. These emails are often tied to holidays like Christmas, Valentine’s Day, Mother’s Day, and Father’s Day.