ABSTRACT
Email marketing is one of the biggest purchase influencers across all generations. This chapter considers the two aspects of email marketing separately, starting with direct marketing email and then looking at the use of email in non-direct sales communication. Despite common assumptions – probably brought on by the media frenzy surrounding social media – the demise of email as a communication medium is far from absolute. The digital marketer should be looking for the email address of potential customers who are in the target market for whatever is being promoted, and people in that segment that have given permission to receive promotional emails. These mailing lists – as they are called – can be built in two ways: internally or externally to the organization. When Salesforce Research investigated the use of email marketing in combination with other marketing channels such as social media, mobile, digital advertising, website content, they found that marketers reported improved levels of awareness, engagement and acquisition.
