The biggest concern that surfaces when email marketing is mentioned is the potential obstacles waiting ahead. Nevertheless, it is still hailed as the frontier to conquer in the field of internet marketing with unlimited purchasing potential.

Email marketing as the name suggests is marketing through emails. The essence is providing relevant marketing information including promotions of services or products to recipients and probable customers that will answer their respective queries.

The general view of email marketing is simply unnecessary junk mails that will clog up the inbox. Several technological advances had helped change the perception since those early days, namely the unlimited storage space of inbox and spam filters. The latter has empowered the recipients to select the information they prefer to receive which in turn actually increase the percentage of conversion into sales with relevance at play.

There are of course another way email marketing is conducted to gain patronage and loyalty from existing customer population. These customers will receive periodic updates on the products or services in addition to special promotions. A long term supporter of a musician will be delighted to receive pre-launch promotion of the musician’s upcoming CD through the email and possibly proceed to pursue the deal.

The purpose of email marketing is crucial to be outlined when strategizing to optimize its use. When reaching out to potential customers, the main aim is to converting them into purchasing customers. On the other hand, email marketing using on the existing customer populations should serve as reminders and communication channel to receive feedbacks. This way the marketer will have clear objectives for both different populations.

The internet serves as a giant pool of boundless information world, but in reality there are legislations that can limit the reach of emails. For examples, certain states in the United States of America have outlawed email marketing as these are deemed spam. This will not pose as problem should the recipients had previous deals with the company. However, the marketer should bear in mind sending emails to recipients based on the previous transactions or deals may infringe on confidentiality. Hence, it will be prudent to include consent of the recipients to allow further email marketing during initial transactions.

In the past, the general population of internet users had been bombarded with marketing via emails or in any other electronic forms. To regain the game plan of email marketing, it is utmost important to ensure content of the emails are of substance and integrity. Marketers should ensure the recipients feel trusted and comfortable. The trusting relationship can begin with truthful and complete information about the marketer or sender included in the emails.

Due to legislations reasons mentioned earlier, it is become the marketer’s responsibility to ensure each email address accumulated to the list are with consent of the recipient based on previous transactions. It is vital for the marketer to do so to avoid unwanted legal issues and should keep the list updated often particularly should the recipients decided to unsubscribe from the list.

It may benefit the marketer to maintain a long term relationship with the recipients by tactfully balancing the marketing strategy and recipients’ rights. Pitching the content with just the right assertiveness often produce better results. Simple rules to follow include using subject title that conveys content, providing option to unsubscribe and using legitimate address.

Email marketing has its advantages of being cheap to use and able to reach out to potential customers at great magnitude. As there are no formal guidelines on the usage of email marketing without getting into trouble with the law, marketers will need to concede to certain degrees in order to enjoy full potential of email marketing. The potential is endless yet the compromise must not jeopardize the growth of the company.