Email Marketing: FAQs

• What is email marketing?

• What is the use of advertising by email or email marketing?

• Which products or services can we comercialize by email?

• Can we integrate email marketing within our direct marketing strategy?

• Is it legal to advertise by email?

• Is it profitable advertising by email?

• Are there email databases of individuals, professionals and businesses?

• Email-fax, or how to receive the responses generated by our direct marketing campaigns

What is email marketing?

Email marketing, emailing, bulk email or email campaigns consist of sending advertising or commercial mass e-mails, in other words, it is sending advertising by using email as a channel to reach our target group, which may be customers, potential customers, suppliers, employees etc. Email marketing allows to transmit a template in text or HTML format to email addresses of hundreds or thousands of recipients, which may be individuals, companies or professionals. This process can last minutes or hours, depending on the volume of mail that we send.

What is the use of advertising by email or email marketing?

Email marketing, or also called emailing or email permission marketing, is usually used to directly, quickly and cheaply promote or market our products or services to companies, professionals or individuals. Through advertising emails can reach a large number of contacts of a particular area, throughout Spain or anywhere in the world, just within a few hours and at a reasonable price.

Which products or services can we comercialize by email?

Usually sending advertising emails is used to promote products or services to:

A. Any company in general: for example financial services, computer or real estate companies.

B. Companies in a certain sector: for example, wholesale companies in computer use email permission marketing to communicate with the entire network of retailers in the Spanish tourism sector.

C. Professionals from one sector: by advertising emails we can get product information through to professionals in a given sector. For example, if we want to promote a training course on banking issues, we can carry out an email permission marketing campaign aimed at professionals who work in the financial sector or banking.

D. Individuals: email marketing is an ideal channel to reach both directly and quickly to people with specific interests all across Spain or in a particular area. For example, promoting an offering of a mobile phone in Spain, we conduct a marketing campaign among indiviuals available in a database of email permission marketing using the following segmentation criteria:

- Age: between 18 and 25 years

- Geographic region: all across Spain

- Interests: new technologies and cell phones

- Gender: men and women

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Can we integrate email marketing within our direct marketing strategy?

The sending of advertising by e-mail is usually a very good and normal complement of any campaign of direct marketing. For example, in a multichannel strategy of direct marketing is usual to combine various channels such as: fax, email, SMS, telemarketing and postal mailing.

Is it legal to advertise by email?

Currently the legislation distinguishes between the various channels of direct marketing (email marketing, mailing postcard, fax marketing etc.) and establishes a further law that treats channels differently. In regard to email mailing we can send advertising by email to firms with which we have a common business relationship or a contractual relationship. We can also send commercial information by email to those people that have previously authorized us to send advertising e-mail, which is called "Permission Marketing."

Is it profitable advertising by email?

In some industry sectors (telecommunications, education, tourism, computer science etc.) emailing proves to be one of the channels of direct marketing achieving best results. If we regard the good results of the responses in our email marketing activities as well as the low cost of this type of communication, it is usually very easy to see that our email-marketing campaigns give a good return.

Are there email databases of individuals, professionals and businesses?

In addition to our own database we can also use external databases of individuals, professionals or companies to complete the number of records in the database for our email marketing campaign. The external database, although they usually are not as up to date as our, have a very high number of registrations (about 5 or 6 million email records throughout Spain). And to refine the search, the individual, professional or company can be segmeneted under different criteria such as: geographical area (province or zip code), activity, age, sex, socioeconomic status, interests etc.

Email-fax, or how to receive the responses generated by our direct marketing campaigns

To receive all the answers of our campaign we can use an online form, through which data from of the people interested in our products or services is automatically forwarded to us. We may as well receive responses by email-fax, or to put it differently: fax reception via our email. This way we eliminate the disadvantages generated by traditional fax machines. We receive all faxes sent to our fax number in our email in-box.

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