Promotion and communication through e-mail marketing campaigns

• Author: Todor R.D.
• Pages: 61-66

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 1 - 2017

Promotion and communication through e-mail

marketing campaigns

Raluca Dania TODOR1

Abstract: The main purpose of this article is to try to emphasize the e-mail marketing

campaigns importance and efficiency and the way they increase the interaction between a

company and potential customers and to increase their interest in a company’s products and

services and finally trigger the buying decision.

Also the present paper’s aim is to exemplify how business can gain benefits by using

marketing automation tools like e-mail marketing campaigns which is considered nowadays

a form of direct marketing which is less expensive than the traditional direct marketing

alternatives.

Key-words: e-mail marketing campaign, marketing automation, direct marketing

1. Introduction

As communication moves at the speed of light, the speed of channel switching is

reaching unprecedented levels. Organizations need to be ready to engage on all

channels, communicate with one voice and consistent content and style, be relevant

and nurture relationships, opportunities, and trends.

Through experience, innovation, and expertise, companies make use of the

technology platforms and the business processes to advance awareness, education,

and demand for the services and products presented to the market.

E-mail marketing is typically a starting point, lead to revenue management is

usually for the one with direct sales models, behavioral marketing automation being

the next generation of digital marketing for users focused on orchestrating the

customer journey.

In the recent past, e-mail marketing quickly became the preferred method of

contact for business looking to cut expenses, connect with buyers and increase

profits. (Fariborzi, 2012)

For the past 10 years, US online marketers found email marketing to be the

most effective cost option for customer retention, new customer acquisition,

consumer awareness and customer conversion, also producing the greatest ROI.

1 Transilvania University of Braşov, raluca.todor@unitbv.ro