What is E-Marketing? Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle) through improving our customer knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individual needs.
Things to consider
It should not be the technology that drives e-marketing, but the business returns from gaining new customers and maintaining relationships with existing customers.
E-Marketing should not occur in isolation, but is most effective when it is integrated with other communications channels such as telemarketing, direct-mail, personal selling, advertising, publicity, sales promotion, and other promotional techniques.
Online channels should also be used to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships where this is appropriate.
It should be based on knowledge of customer needs developed by researching their characteristics, behaviour, what they value, and what keeps them loyal.
The web and e-mail communications should be personally tailored to individual buyers based on the information obtained in the research.
Are HTML emails more likely to be filtered in MS Outlook than plain text emails? Outlook 2003 will no longer automatically display images in HTML email and the new Junk Mail filter, which is enabled by default, also features adaptive filtering technology. Beyond content and other factors, one of the key components of ISP filtering is incorrectly coded HTML. In fact, an estimated 9 out of 10 HTML emails are not W3C HTML compliant, which can cause rendering as well as delivery issues, particularly at MSN and Hotmail. If you use HTML in your messages, make sure your code is error-free and follows W3C HTML guidelines. Use the HTML validator in your email application or third-party validator such as The W3C Markup Validation Service.
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