Email Marketing

Email marketing is directly marketing a commercial, marketing, notification or transactional message to a group of people using email. During process of sending all this messgaes, every email sent to a potential or current customer could be considered email marketing. Email marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing. It usually involves using email to send newsletter, notification, product update, service update, transactional and marketing emails. This meant to build loyalty, trust, or brand awareness. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship between senders and their  current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.

 

Transacitonal email is one type of email. Transactional emails are usually triggered based on a customer’s action with a company.The primary purpose of a transactional email is to convey information regarding the action that triggered it. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.We as agency offers email newsletter software which offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails.

 

Direct email or interruption based marketing involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages. We as agency offers email newsletter software which offer marketing/promostional email support, which gives companies the ability to include marketing messages within the body of marketing emails.

 

Legal requirements:

 

Canada

The "Canada Anti-Spam Law" (CASL) went into effect on July 1, 2014. CASL requires an explicit or implicit opt-in from users, and the maximum fines for noncompliance are CA$1 million for individuals and $10 million for businesses.

 

European Union

In 2002 the European Union (EU) introduced the Directive on Privacy and Electronic Communications. 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 2003 and applies to all organizations that send out marketing by some form of electronic communication.

 

United States

The CAN-SPAM Act of 2003 was passed by Congress as a direct response of the growing number of complaints over spam e-mails. Congress determined that the US government was showing an increased interest in the regulation of commercial electronic mail nationally, that those who send commercial e-mails should not mislead recipients over the source or content of them, and that all recipients of such emails have a right to decline them.The act authorizes a US $16,000 penalty per violation for spamming each individual recipient.

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