Email marketing
Email marketing uses email to develop a relationship with an audience and support communication or business objectives
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can include newsletters, automations and messages linked to the customer life cycle. It requires a contact list managed with appropriate permissions and preferences. Relevance, frequency and ease of unsubscribing influence trust and results.
Topics
Variants and linked concepts
- Auto-responders. Automatic replies are triggered by defined actions or conditions. They should keep information relevant and allow preferences to be managed.
- Double opt-in. Double opt-in adds a confirmation step to the subscription process. Its use should be documented and remain consistent with the intended processing.
- Opt-in. Opt-in refers to an affirmative action to receive communications or take part under the conditions explained.
- Opt-out. Opt-out lets people stop receiving communications. The mechanism should be understandable and consistent with the recorded preferences.