E-mail Marketing: what it is and why you need to use it

e-mail marketing

Did you know that the very first E-mail was sent in October 1971?

And did you know that, still today, they are used by the vast majority of the population?

In fact, after 50 years, e-mails have become one of the most used means of communication by people and, according to recent statistics, over 200 billion e-mails are sent every day all over the world.

Except that, while in the early days they were used to a greater extent to communicate between friends, relatives and colleagues, nowadays they are also used for commercial purposes by small, medium and large companies.

And this is where the topic of email marketing comes into play, a tool not to be underestimated in your sales strategy.

But, before understanding the reason for its fundamental importance, let's discover its meaning together!

What is Email Marketing?

Email Marketing is a direct, personal and non-invasive type of marketing that uses email to address and communicate with its buyers.

Through the effectiveness and speed of email marketing, it is possible to send a commercial message to multiple people at the same time.

In fact, the users we wish to address take part in a mailing list , i.e. a list of people who, after having authorized the processing of personal data by subscribing to a newsletter, have confirmed that they wish to receive updates on company activities via email.

It is good to remember that E-mail Marketing, or Permission Marketing , is based on the principle of consent . Indeed, it is strictly prohibited to communicate with a consumer without his explicit permission.

What is this tool for?

The objectives of Email Marketing are the same as those present in a classic sales funnel , therefore Brand Awareness, Lead Generation, Conversion and Customer Loyalty. In simpler words, by writing personalized emails, it is possible to address every type of customer on your mailing list; starting from the newly registered Lead, up to the customer to be retained.


Simple! Using the various types of e-mail.

The three types of email

In Email Marketing we can distinguish three different groups of emails.

Let's take a closer look at them:

  • Newsletters

Have you constantly received emails from a company, but you don't know the reason? Well, surely you signed up for their Newsletter saying you wanted to receive news about the same brand.

This is what a Newsletter is: a type of informative email with the aim of regularly informing the user about company news, products and services and news.

These emails are mainly used to create a relationship with the recipient, building loyalty and encouraging dialogue.

  • Transactional Emails

While Newsletters are an added value for a company, Transactional Emails are vitally important.

How would you feel if, after purchasing a product on a site, you did not receive any email confirming the purchase?

You would most likely start to doubt the credibility and reliability of that brand.

This must never happen, and this is why Transactional Emails come into play, i.e. automatic emails sent to a single person to certify a transaction (account registration confirmation, password change confirmation, order confirmation, welcome e-mail, invoices and receipts etc.)

  • Advertising Emails (or Direct Email)

Finally, Advertising Emails, often confused with Newsletters. DEMs are used to promote a product or service . The difference between the two lies in the final goal. While the former are used for promotions and are sent in specific cases, the latter, however, are sent in a periodic manner.

But is it really essential to use email marketing?

Now that we have understood what this sales tool is, it is good to underline the reason for its fundamental importance.

E-mail Marketing is not a mandatory activity for your business, but it is certainly a means that can significantly enhance it.

It is direct, personal, non-invasive, economical and allows you to help achieve certain business objectives.

You can drive traffic to the site, encourage the sale of products and services, convert leads into customers and subsequently retain them and much more.

Furthermore, you can establish human relationships with your buyers, constantly communicating with them and making them feel important and part of a community.

Does this seem like little to you?

I would say no!

This is why I strongly recommend you include email marketing within your sales strategy.

If you are interested in undertaking this activity and enriching your business, contact .

One of our consultants will be ready to help you!

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