8.

3 Email as a medium for

marketing messages
Email marketing automation
-automated email marketing allows the marketers to send right
messages or relevant information to the right prospects or customers at
the right time.

1. Offline- relationship-building or CRM strategy

2. Online- “triggered emails”
Is it necessary for emails to be customer-
oriented?
Depends on which department is in charge of writing the email or the
type of email sent to customers.
Email marketing specialist
They are a digital marketer that focuses in managing the content,
design and presentation of emails. These individual understands the
technical landscape of email, focuses on building email list and
nurturing leads through email marketing messages.
Legalese or anti-relationship marketing?
-The norm for emails sent by any organization to carry a disclaimer as a
footer.
-Any relationship-oriented message should be written in a tone that
helps build that relationship. To throw in a legal disclaimer at the end
simply destroys the nature of the message.
-If there absolutely has to be some kind of disclaimer, get the legal
department to make it as brief as possible – or just employ people who
can be trusted not to put inappropriate content in an email.
Types of email communications that have
the potential to either impact on the brand
or carry the marketing message:
1. Welcome message
2. Order Confirmation
References:
• https://www.getvero.com/resources/guides/the -amazon-experience/
• https://www.google.com/amps/s/www.reechat.com/blog/customer-t
ouchpoints/
• https://www.pinsentmasons.com/out-law/guides/email-notices-and-
email-footers
• https://www.campaignmonitor.com/resources/knowledge-base/what
-is-an-email-marketing-specialist-and-what-do-they-do/m/