Email Marketing: A Theoretical Perspective

Abstract

Globalization and technological advances force businesses to discover new media channels with sufficient interaction to reach customers, especially in marketing and advertising communications. While businesses are always looking for ways to communicate with their customers easier, cheaper and faster, the internet offers all three. Email marketing is an online marketing technique that uses email to send advertising or commercial information. Email marketing is also an attractive marketing tool for businesses with its low cost, high return on investment and brand loyalty advantage. This article focuses on creating a broad conceptual framework for email marketing by sharing up-to-date statistics. In addition, it tries to explain the e-mail marketing strategies required to help business managers design their e-mail marketing campaigns more effectively. The article also covers permission marketing, e-mail marketing metrics, advantages and disadvantages of e-mail marketing.

Keywords

• Email Marketing
• Permission Marketing
• Email Marketing Metrics
• Advantages and Disadvantages of Email Marketing

E-Posta Pazarlama: Teorik Bir Bakış

Öz

Küreselleşme ve teknolojik gelişmeler, işletmeleri özellikle pazarlama ve reklam iletişiminde, müşterilere ulaşmak için yeterli etkileşime sahip yeni medya kanalları keşfetmeye zorlamaktadır. İşletmeler her zaman müşterileriyle daha kolay, daha ucuz ve daha hızlı iletişim kurmanın yollarını ararken, internet her üçünü de sunmaktadır. E-posta pazarlaması, reklam veya ticari bilgi göndermek için e-posta kullanan çevrimiçi bir pazarlama tekniğidir. E-posta pazarlama, düşük maliyeti, yüksek yatırım getirisi ve marka bağlılığı oluşturma avantajıyla da işletmeler için son derece cazip bir pazarlama aracıdır. Bu makale, güncel istatistikleri de paylaşarak e-posta pazarlamasıyla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Bununla birlikte işletme yöneticilerin e-posta pazarlama kampanyalarını daha etkin bir şekilde tasarlamalarına yardımcı olmak için gereken e-posta pazarlama stratejilerini de açıklamaya çalışmaktadır. Makalede ayrıca izin pazarlaması, e-posta pazarlama metrikleri, e-posta pazarlamanın avantaj ve dezavantajları konularına da yer verilmiştir.

Anahtar Kelimeler

• e-posta pazarlama
• izin pazarlaması
• e-posta pazarlama metrikleri
• e-posta pazarlamanın avantaj ve dezavantajları

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