Email is a very powerful and cost effective way of communicating with both existing and potential customers.
Opt in - Added value newsletters
Added value information and news to potential customers interested enough to provide their email address.
Permission marketing
Marketing direct to people who have already shown some interest.
Targeted offers
Offers related to subjects customers have already shown interest in.
Special offers only via email
Offers to existing customers, which do not have to be offered to all via a web site
Site up dates
Notification of web site updates when new content is added
Customer feedback - i.e. customer requests new product or services
Encourage feedback from customers as starting point for new product or service ideas.
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It is important to allow easy opt-in and opt-out to ensure only interested parties receive emails.
Usually this takes the form of an unsubscribe link in every email you send.
This reduces the risk of sending unwanted emails or repeat emails to people no longer interested and avoids accusations of spamming.
Spam (junk email) is the term used for negative and intrusive use of unsolicited emails.