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Prior to this growth, when emails were novelties to the majority of customers, email marketing was not as effective. However, as email marketing developed as an effective means of direct communication, in the s, users increasingly began referring to it as " spam ", and began blocking out content from emails with filters and blocking programs.
In order to effectively communicate a message through email, marketers had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam removing software. Historically, it has been difficult to measure the effectiveness of marketing campaigns because target markets cannot be adequately defined.
Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency.
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At the same time, however, it also means that the more personal nature of certain advertising methods, such as television advertisements, cannot be captured.
Types Email marketing can be carried out through different types of emails: Transactional emails Transactional emails are usually triggered based on a customer's action with a company. To be qualified as transactional or relationship messages, these communications' primary purpose must be "to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender" along with a few other narrow definitions of transactional messaging.
The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open Marketing and leads There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running Marketing and leads marketing campaigns such as customer referral programs.
Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.
Advantages Email marketing is popular with companies for several reasons: Email marketing is significantly cheaper and faster than traditional mail, mainly because with email, most of the cost falls on the recipient[ citation needed ].
Businesses and organizations who send a high volume of emails can use an ESP email service provider to gather information about the behavior of the recipients. The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behavior [ citation needed ].
Almost half of American Internet users check or send email on a typical day,  with emails delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.
This lags behind other countries: Opt-in email advertising Opt-in email advertising, or permission marketingis advertising via email whereby the recipient of the advertisement has consented to receive it. Such newsletters inform customers of upcoming events or promotions, or new products. With a foundation of opted-in contact information stored in their databasemarketers can send out promotional materials automatically using autoresponders —known as drip marketing.
They can also segment their promotions to specific market segments. The act defines the term unsolicited electronic messages, states how unsubscribe functions must work for commercial messages, and gives other key information. Article 13 of the Directive prohibits the use of personal email addresses for marketing purposes.
The Directive establishes the opt-in regime, where unsolicited emails may be sent only with prior agreement of the recipient; this does not apply to business email addresses. The directive has since been incorporated into the laws of member states. In the UK it is covered under the Privacy and Electronic Communications EC Directive Regulations  and applies to all organizations that send out marketing by some form of electronic communication.
In addition there are conditions which email marketers must meet in terms of their format, their content and labeling. As a result, many commercial email marketers within the United States utilize a service or special software to ensure compliance with the act.
A variety of older systems exist that do not ensure compliance with the act. To comply with the act's regulation of commercial email, services also typically require users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature, and prohibit importing lists of purchased addresses that may not have given valid permission.
The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight and assistance with deliverability issues for major email providers.
They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages. The CAN-SPAM Act was updated with some new regulations including a no-fee provision for opting out, further definition of "sender", post office or private mail boxes count as a "valid physical postal address" and definition of "person".
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