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Email Marketing Guide 1: Getting started

3. Email marketing applications

There's actually no limit to the uses of direct email marketing within a company's marketing mix. Think outside the box - beyond the traditional view of acquiring new subscribers or simply trying to sell. Because of its popularity and because of its measurability and immediacy, direct email marketing suits many different communication objectives and channels. It can offer business a range of advantages including: helping to drive sales and build revenue, reducing marketing costs, increasing customer loyalty, improving customer intelligence and boosting brand awareness.

Here are some ideas for direct email marketing:

Customer/prospect communications:

• Email newsletters - Keep customers and prospects up-to-date on news and developments within your organisation.
• Alerts/bulletins - Send news alerts to customers and prospects quickly and easily.
• Event promotion - Use email to manage event invitations, reminders and follow-ups.
• Surveys and polls - Quickly gather feedback from your customers and prospects.

Internal communications:

• Keep employees up-to-date on news and developments within your organisation though email newsletters, bulletins and announcements.
• Open up a two-way dialogue and help to increase loyalty amongst staff through tailored communications. This could be company wide, department to department or head office to branches.

Related article: Marketing internally to employees

Channel partners:

• Keep all your channels up-to-date on company news and new product or service developments.
• Tailor your communications to different audiences - Retailers, resellers, franchisers, partners and stakeholders.

Related article: Using email for channel communications

Areas covered in this guide

• Introduction
• People's relationship with email
• > Email marketing applications
• Getting your HTML emails right
• Get started with an email newsletter