The Life Cycle of Email Marketing

Ziliani, Cristina. "The Life Cycle of Email Marketing." European Retail Digest no. 33 (March 2002): 66.

The key with email marketing is getting people to read what marketers have to say, whatever that message might be. In this case, we need people to take our cause seriously and not just immediately delete the email. Retention tools have been developed such as frequent customer and loyalty programs. Furthermore, email cuts across all demographics of internet users as people who are new to the net may have only got on to check their email, and those who are on all the time use it to keep up to speed with work, friends, current events, etc. The author explores the idea of permission marketing where the user has allowed the marketer permission to contact him or her. Once this connection is established the marketer essentially has the consumer hooked, and if messages can be sent at a frequency so as not to annoy, the recipient will get the message.