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         Definition of Email Marketing 

Adriana Galgano is an Ottantaventi senior partner, instructor in Italy and abroad for companies of National and International importance. 

Eugenio La Mesa is Chief Executive Officer (CEO) of SALESWARE - email marketing software, and Chief Technology Officer of PUBLISOFT, the company that won the Microsoft Italy prize in 1997 for the most strategic Internet solution. 

They are co-authors of the book "Selling and buying on the Internet" published by Sperling &  Kupfer and of the Email Marketing column on the Microsoft website and on the marketing magazine MKT7.

Email Marketing means developing marketing strategies that use electronic mail to communicate with current customers and prospects. It is important to emphasize that email marketing is not spamming, that is, indiscriminately transmitting a great number of emails and/or newsletters without the consent of the recipients. On the contrary, email marketing actions are based on the express willingness of the recipient to receive advertising information. Furthermore, spamming is contrary to Internet etiquette (Netiquette), the collection of rules of good behavior that users have developed and adopted spontaneously over the years.

The latest research shows that email marketing is destined to develop rapidly because:

• 90% of internet users use email, and 74% of them consider it vital.
• It is easy to use.
• It is fast. A study in 1997 by Inverse Network Technology (INT) found that 91% of email messages arrive at their destination within 5 minutes, 5% within 30 minutes, 1% within 60 minutes and 3% within 12 hours. This speed makes it possible to obtain results
  within a few hours of sending the message.
• It has a very favorable cost-benefit ratio.
• It is reliable. The INT study showed that in 95% of cases user access to the email service of the Internet Service Provider was successful on the first attempt for both sending and receiving.

The principal purposes of email marketing are:

• To acquire new customers. 
• To build customer loyalty. 
• To reinforce the company brands.

To maximize the efficiency of your email marketing, it is important to synchronize it with an update of your web site. This way your e-mail messages can include links to the related pages of the company web site. This operation presents two advantages:

• You can check the results of your marketing campaign in real time, verifying how many and which people clicked on the various links.
• You can pack more into the message. Recipients are more likely to read a shorter message.

The ratio of the number of people who click on the links in a message to the number of people who receive the message is called Click Through (CT). Research conducted by Jupiter found that the current average Click Through from a well-conducted email marketing campaign varies between 5% and 15%. This data is extremely positive, especially when compared to direct mail campaigns using the postal service, where a return of 2% is considered satisfactory.

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