What is email marketing?

Different messages have different purposes

A campaign announcing a product range is different from a colleague replying to a quotation request. The first is promotional communication to an audience; the second supports a specific customer conversation. Classify the purpose of the message before choosing a tool or audience.

A CRM can provide relationship context, while a dedicated campaign service may manage mailing lists, subscriptions, templates and delivery reporting. Connecting a mailbox does not automatically provide those campaign capabilities.

Plan the audience and the message

• Choose the people for whom the message is relevant.
• Keep recipient information and communication preferences current.
• Make the sender and purpose of the message clear.
• Use a service that supports the preference and unsubscribe handling your campaign needs.

Marketing rules depend on the recipient, location and circumstances. For UK activity, use the ICO’s current electronic-mail marketing guidance to assess consent, applicable exceptions and opt-out requirements. A general product guide cannot determine the right approach for every audience.

Keep the relationship in view

For example, a customer may ask about an upcoming range during a sales conversation. Record the relevant context on the account and use an appropriate process for any subsequent marketing communication. Keep one-to-one follow-ups and campaign activity distinct in your planning.