Email marketing is the act of sending a commercial message to a group of people using email. Any email sent to a potential or existing client is classified as email marketing. Email marketing can be sent to a purchased lead list or an existing client database. Not only is email marketing sent to a group of people but also it involves advertising, requesting for donations, business or solicit sales and finally as a means to build trust, loyalty and awareness. Brand awareness is the extent to which customers are able to recall or recognize a brand. Brand awareness enables consumers to make a decision as they are able to recall or recognize a brand. Classification of brand awareness includes brand recognition and brand recall.
The competitive market performance of a brand is indicated by brand awareness. There are related concepts in brand awareness which are evoked set and consideration set which describe specific aspects of consumer purchase decision. The functions or importance of brand awareness is related to brand identities in consumers memory and can be measured by how well the consumers identifies the brand under various conditions. Measuring of brand strength or brand equity is important for brand awareness and its also involved in customer satisfaction, brand loyalty and the customer’s brand relationships. A brand’s market performance is indicated by brand awareness.
A major brand asset is brand awareness that adds value to the product, service or company. Brand recall is referred to as unaided recall or spontaneous recall while brand recognition is referred to as aided brand recall. When customers are able to correctly elicit a brand name from memory when promoted by a product category then its referred to as brand recall or unaided recall or spontaneous recall.
Brand recognition is the ability of the consumers to correctly differentiate the brand when come into contact with it. The advantage of email marketing is that it allows marketers to identify returns on investment, measure and improve efficiency. Not only does email marketing allow marketers to see feedback from users in real time but also they monitor how effective their campaign is in achieving market penetration and revealing a communication channel’s scope.
The two types of email marketing is transaction emails and direct emails. When emails are send solely to communicate a promotional message like a special offer or product catalog its known as direct emails. A list of customers is collected by companies in order to send them promotional messages. As for transaction emails they are usually triggered based on customer’s action with a company.
Password reset emails, purchase or order confirmation emails, order status emails, email receipts, reorder emails and dropped basket messages are the types of triggered transaction emails. A transaction email is classified so when the primary purpose facilitates, completes or confirms a commercial transaction and that the recipient has agreed to enter into with the sender.