Vintage Typewriter

“Once a rarely used key on the vintage typewriter, the “@” character has now become an iconic symbol of modern day electronic communications.”

From Wikipedia, the free encyclopedia…

Electronic mail is a method of exchanging digital messages between computer users; Email first entered substantial use in the 1960s and by the 1970s had taken the form now recognized as email.  Email operates across computer networks, which in the 2010s is primarily the Internet.  Some early email systems required the author and the recipient to both be online at the same time, in common with instant messaging.  Today’s email systems are based on a store-and-forward model.  Email servers accept, forward, deliver, and store messages.  Neither the users nor their computers are required to be online simultaneously; they need to connect only briefly, typically to a mail server, for as long as it takes to send or receive messages.

Business and Organizational Use

Email has been widely accepted by business, governments and non-governmental organizations in the developed world, and it is one of the key parts of an ‘e-revolution’ in workplace communication (with the other key plank being widespread adoption of highspeed Internet).  A 2010 study on workplace communication by Paytronics found 83% of U.S. knowledge workers felt email was critical to their success and productivity at work.

It has some key benefits to business and other organizations, including:

  • Facilitating logistics:  Much of the business world relies on communications between people who are not physically in the same building, area, or even country; setting up and attending an in-person meeting, telephone call, or conference call can be inconvenient, time-consuming, and costly.  Email provides a method of exchanging information between two or more people with no set-up costs and that is generally far less expensive than a physical meeting or phone call.
  • Helping with synchronization:  With real time communication by meetings or phone calls, participants must work on the same schedule, and each participant must spend the same amount of time in the meeting or call.  Email allows asynchrony: each participant may control their schedule independently.
  • Reducing cost: Sending an email is much less expensive than sending postal mail, or long distance telephone calls, telex or telegrams.
  • Increasing speed:  Much faster than most of the alternatives.
  • Creating a “written” record:  Unlike a telephone or in-person conversation, email by its nature creates a detailed written record of the communication, the identity of the sender(s) and recipient(s) and the date and time the message was sent.  In the event of a contract or legal dispute, saved emails can be used to prove that an individual was advised of certain issues, as each email has the date and time recorded on it.

Plain Text and HTML

Most modern graphic email clients allow the use of either plain text or HTML for the message body at the option of the user.  HTML email messages often include an automatically generated plain text copy as well, for compatibility reasons.  Advantages of HTML include the ability to include in-line links and images, set apart previous messages in block quotes, wrap naturally on any display, use emphasis such as underlines and italics, and change font styles.  Disadvantages include the increased size of the email, privacy concerns about web bugs, abuse of HTML email as a vector for phishing attacks and the spread of malicious software.

Email Marketing

Email marketing via “opt-in” is often successfully used to send special sales offerings and new product information, but offering hyperlinks or generic information on consumer trends is less useful – and email sent without permission such as “opt-in” is likely to be viewed as unwelcome “email spam“.


Mail Boxes

“An effective e-newsletter is a blend of relevant information (textual & graphical) and good design. If they’re engaged by what’s in their inbox you’ll never end up in the trash. “

A newsletter is a regularly distributed publication that is generally about one main topic of interest to its subscribers.  Newspapers and leaflets are types of newsletters.  For example, newsletters are distributed at schools to inform parents about things that happen in that school.

Types

Newsletters are published by clubs, churches, societies, associations, and businesses—especially companies—to provide information of interest to members, customers, or employees.  A newsletter may be considered “grey literature“.  Newsletters delivered electronically via email (e-newsletters) have gained rapid acceptance for the same reasons email in general has gained popularity over printed correspondence.

Purposes

Some newsletters are created as money-making ventures and sold directly to subscribers.  Sending newsletters to customers and prospects is a common marketing strategy, which can have benefits and drawbacks.  Public organizations emit newsletters in order to improve or maintain their reputation in the society.  General attributes of newsletters include news and upcoming events of the related organization, as well as contact information.

Tracking

In email marketing web bugs are frequently used as a way of determining which recipients opened the newsletter.


Email Analytic Tracking can be implemented to successfully track customer engagement of your outbound email communications relating to push marketing e.g. product reviews, PDFs or PDPs (Product  Detail Pages).  By adding campaign parameters to destination URLs using GA (Google Analytics) Custom Campaign tracking you can measure a customer’s interest and interaction produced by the communication.  The goal is “customer entanglement”, your existing customers have an “awareness appetite” and are more likely to realize/understand the value your marketing efforts can mean for them.

Micro, macro, macro, micro its all conversion to me!

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