Email Marketing: An Effective Digital Marketing Tool For Businesses By Ndudi M. Nwabueze

Introduction:??????????????????????????????????????????????????????????????????????????????????????????????????????????The digital revolution which began in the 1980s and occasioned by technological advancement and the adoption of technological tools in the marketing process, gave birth to digital marketing. Prior to the advent of digital marketing, marketing was conducted analogously. Today, 99 percent of the world's information is transmitted digitally. The acceptance, adoption, and adaptation of marketing into the digital marketing revolution using technological tools like the internet, smartphones, and personal computers, no doubt, has transformed businesses to improve their capabilities, and efficiencies in meeting consumers’ needs. For instance, brands are promptly communicated to consumers using digital media channels.?Consequently, marketers and consumers cannot but welcome digital marketing to stay in businesses and reorganize structurally and functionally to make digital marketing a key component of business stories if businesses must withstand competition. Nonetheless, digital marketing is driven by several tools working for the efficiency of the system. Amongst the tools are technological infrastructure, the internet, computer devices, and digital marketing channels. In this essay, we shall be examining email marketing, a digital marketing channel, and a tool, to gain insight into how to make our digital marketing programmes more effective and efficient in achieving set business goals. Before we embark on the journey, let’s gain insight into the understanding of the concepts.

Definition of Concepts:

(A) Digital Marketing ????????????????????????????????????????????????????? Wikipedia opined that ‘’digital marketing?is the component of marketing that uses the internet and online-based digital technologies such as desktop computers, mobile phones, other digital media, and platforms to promote products and services’’. Impliedly, this definition simply says that digital marketing is, a brand's application of technological tools of the internet, computer devices, etc., to the conduct of marketing. According to Digital Marketer, ‘’digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics?such as social media marketing, search engine marketing, and email marketing’’. In the opinion of the definition, digital marketing is the use of online marketing tactics to promote and sell products and services. Digital School of Marketing described digital marketing as, ‘’the term used when describing unified digital marketing services that are carried out online… used to attract, engage, provide customer service and/or retain clients’’. This definition sees digital marketing as a uniform combination of technological tools to provide, attract, engage, and retain customers in the process of marketing brands. In the words of Adam Barone, digital marketing ‘’refers to the use of digital channels to market products and services to reach consumers…involves the use of websites, mobile devices, social media,?search engines, and other similar channels’’. Adam viewed digital marketing from the perspective of the use of digital channels to facilitate brand marketing and emphasized that digital marketing is a broad field, that includes attracting customers via email, content marketing, search platforms, social media, and more.?????????????????????????????????????????????????????????????????????????? Given the definitions above, what is common is the integration of marketing and technology to enhance how products and services meet the consumers’ needs, and how consumers, in turn, keep requesting the products and services using technological tools. However, for digital marketing to be effective in delivering customers’ needs, it must offer and guarantee the benefits of affordability, visibility, conversability, and trackability to both marketers and consumers alike. In my opinion, l would describe digital marketing as a phenomenal application and use of digital vehicles by marketers and consumers in the process of marketing products and services to meet consumers’ needs and retain their loyalty.?

(B) Email Marketing ?????????????????????????????????????????????????????????????????????????? Emailing is synonymous with our daily activities; we are either sending or receiving an email. Email marketing is a digital marketing channel or tool, that entails sending brands email messages to prospective customers informing them of the brand's prospects and why they should buy the brands. Though, the first email was sent in1971 by a computer engineer called Ray Tomlinson, the email marketing revolution started in1978, when Gary Thuerk, Marketing Manager of Digital Equipment Corporation, sent out the first 400 commercial emails (mass emails) to clients, and generated $13 million sales. Thus, exposing and establishing the potential of email marketing as an effective marketing channel and tool for sending brand messages to a list of existing subscribers to share brand information, drive sales, and create a community of loyalists and advocates for the brand.??????????????????????

The growth of email marketing has been tremendous, and the global usage (users) of emails is estimated to grow by 4.6 billion in 2025, with an estimated 347.3 billion emails to be sent daily in 2023, and by 2025, reaching 376.4 billion emails daily. While daily sent email per second, is estimated at. 2.4 billion daily. The value of email marketing is estimated at $17.9 Billion in 2027, with a compound annual growth rate of 13.3%. Email marketing, according to research, makes a $42 return on every dollar spent on investment, which makes it the cheapest marketing channel for driving sales. In addition, email’s lifespan, data insight, ease of use, and large volume, are the unique elements that have contributed to the growing usage of email.

Email, as an effective marketing channel, is used to promote brands, generate interest/leads, remarket brands, convert customers, build brand loyalists, and convert loyalists into brand advocates. Another way by which email can be very effective in delivering its targeted audience, is through the creation of engaging and persuasive email marketing content that is relevant, relatable, and convincing to the target audience, and segmentation of its audience by interests, characteristics, and behaviours. ?Likewise, its messages must be strategically focused and targeted at customers, by delivering the messages to the targeted audience at the right time and place, demanding professional expertise and skills to manage email content. For instance, the experts must determine the best time to send an email marketing campaign for better performance or audience delivery (See Brevo: Tuesdays/Thursdays in the mornings around 10 AM or in the afternoons around 3 PM). Given this understanding, business organizations require a digital marketing specialist to manage their email marketing content development, production, delivery, and evaluation to achieve the desired marketing result. At this juncture, let’s give consideration to the types of marketing email to help us gain insight into which email type is best suitable for marketing situations and drive.

Types of Email:??????????????????????????????????????????????????????????????????????????????????? Email types vary according to your use or campaign goal and what you intend to achieve for your brand as a brand manager in an email campaign. The email types for example are acquisition, welcome, promotional, newsletter, retention, transactional, remarketing, and informational, amongst others. Let’s briefly, discuss a few of the email types below:?????????????????????????????????????????????????????? 1. Acquisition Email:?????????????????????????????????????????????????????????????????????????? As the name suggests, the goal of acquisition email is to acquire new customers. Impliedly, emails are sent to a list of prospective or undecided customers with the aim to make them (acquiring) new customers and integrating them into the organization’s growth. In the consumer journey of the marketing funnel, acquisition email for the purpose of converting customers, happens at the awareness stage of the funnel. That is the period when brand awareness is created through the advertisement of the brand before the customers. For instance, it is the season of delivering brand information to prospective customers via email in downloadable and readable content like a copy, brand catalog, advertisements, postal, etc., to help the customers make purchase decisions. Again, acquisition email uses an active ‘call-to-action’ like ‘’Buy Now’’ to make it effective. Therefore, as a digital marketing practitioner, when using acquisition email, use appeals that will stimulate prospects (customers) to open and read your emails, and act on them.?????????????????????????? ?2. Welcome Email:?????????????????????????????????????????????????????????????????? This is an email message sent to welcome new customers or subscribers to the brand, to the brand family, or community. The tone must be inviting, conversational, engaging, and appealing. Again, a welcome email must contain a ‘call-to-action’ like, click the link and get a 15% welcome coupon or gift. Add a short copy of the brand history and personalize it to the customer. In the consumer journey of the marketing funnel, a welcome email occurs at the consideration stage. That is the stage where customers having received the email, and indicated interests, are deciding on or considering the brand price, quality, and benefits, to help them make purchase decisions. Welcome emails are reassuring to potential customers that their interest in purchasing the brand would be rewarding and fulfilling. So, before crafting your welcome email as a digital marketer, you must answer the question, what should customers know about your brand, what brand identity of your business must customers identify with and integrate into your email messages? ????????????????????????????????????????????? 3. Promotional Email:????????????????????????????????????????????????????????????????? These are promotional email campaign messages sent to inform brand subscribers or customers of new or existing products or services of discounts or special offers to drive sales. There are several reasons why promotional emails are planned and sent by a brand. For instance, brands may embark on sales promotions to stimulate sales or reward customers, or celebrate Founders’ Day using promotional email. Promotional emails also have a clear call to action telling people what action to take. For example, buy two and get one free, or get a 20% discount on every purchase. During the Christmas sales season or special sales period like Black Friday, brands use promotional emails to stimulate sales drive. A promotional email campaign can be of 4-8 emails sent over a period. Along the consumer journey of the marketing funnel, promotional emails fit into the consideration and loyalty stages of the marketing funnel because the email gives the consumer reason(s) for repeat purchases. A promotional email should be focused on the reasons for the promotion, while the promotion should be announced in the subject line, and the body of the message should be brief, concise, and clear, when developing its message contents. In addition, excitement and anticipation should be created in the copy to make the email an effective campaign.?????????????????????????????????????????????????????????????? 4. Newsletter Email: ?????????????????????????????????????????????????????????????????????????????? A newsletter email is a news and informational email continuously sent to customers or subscribers to inform and update them of brand milestones, and recent events, highlight upcoming events, and introduce new products at regular intervals — weekly, bi-weekly, or monthly. Newsletter email, as a window of email marketing channel, is used to advertise brands, build trust and relationships, educate, and inform customers. Along the consumer decision journey of the marketing funnel, a newsletter email appeals to customers at different stages like the consideration stage, conversion stage, and loyalty stage. Creating a newsletter email requires expert skills grounded in crafting newsletters. When writing a newsletter email, ensure it is layered with cleverly written catchy copy, with relevant story content, subject topics, and a call to action. ?A newsletter email should have a subject line, preview copy, and body content.?????? 5. Retention Email:???????????????????????????????????????????????????????????????? ?According to the name, a retention email is aimed at retaining existing customers. That is keeping the customers or subscribers and making the customer happy. So, retention emails are sent to the current customer with the intent to keep the customers to coming back again and again to patronize the brand. Hence, retention emails fit into the loyalty stage of our marketing funnel in the consumer decision journey. Other forms of email that fall into this category are remarketing email, cart abandonment email, and transactional email. Feedback remains a key factor driving retention email as sellers and buyers always expect feedback experiences through email. A retention email should be empathetic, inviting, personalized, and have a clear call to action. Though the list of email types is inexhaustive, other types of email you might want to consider include, transactional, survey, remarketing, informational, etc. Nevertheless, let’s take a brief consideration of the benefits of email marketing

Benefits of Email Marketing???????????????????????????????????????????????????????????????? The benefits of email marketing to marketing and brand management cannot be overemphasized. In the course of this essay, we have mentioned some of the benefits, but let’s dig deeper a little more.??????????????????????????????????????????? Create Brand Awareness, Convert Customers & Build Customers Loyalty:???????????????????????????????????? Some of the key benefits of email marketing are to create brand awareness, convert customers, and build brand loyal customers. Since one of the advantages email marketing has over social media marketing is the capacity to reach customers one-by-one, through personalized email messages, marketers are able to benefit by reaching their potential customers with their brand awareness campaign messages directly and informing them of their brand potential. Conversion of potential to real customers is another benefit of email marketing campaigns. This can be achieved by sending different types of marketing emails to customers. For example, personalized emails like special offers, cart abandonment, birthdays/anniversaries, and welcome emails are used to re-engage the customers and convert them into real customers. The email marketing campaign also aids in creating brand-loyal customers because, at every stage of the consumer decision journey, email plays a key interacting role with the customer, thus, helping the customer in decision-making to remain loyal to the brand. ??????????????????????????????????????????????????????????? Enhances Sales:??????????????????????????????????????????????????????????????????????????????? The primary objective of email marketing is to improve sales and generate revenue for the organization. Hence, one is not in doubt that email marketing generates 8.49bn USD worldwide. Recall that in this essay, we said, the ROI on email marketing spend is, $42 dollars on every dollar spent. This explains how effective email marketing is in enhancing sales. Hence, VentureBeat, said, email is the channel generating the highest ROI for marketers, while McKinsey &CO, said, email is 40 times more effective at acquiring new customers than Facebook or Twitter. As technology advances and email automation fully comes into use, marketers will be able to design email workflow that will send personalized, timely emails to customers at the right time, and place, which would generate a 760% increase in revenue in a segmented-driven email campaign. Therefore, it is recommended that if you want to improve your company sales and revenue (grow your business), acquire new customers, launch new products, or promote your brand, you should turn to email marketing for better results. Finally, email marketing will help your brand remained in the mind of your customers and encourage them to visit your brand site and make purchases.

Cost Effectiveness:??????????????????????????????????????????????????????????????????????????? As a promotional channel, email marketing remains the cheapest, fastest, most efficient, and cost-effective vehicle for promoting products and services and reaching potential customers regularly with brand information. Unlike traditional marketing, it saves campaign costs and time in executing brand marketing campaigns. In addition, it generates immediate feedback which helps marketers carry out their marketing function of meeting customers' needs efficiently. No wonder McKinsey &CO, said, email is 40 times more effective at acquiring new customers.????????????????????????????????????????????????????????? Generates Traffic, Leads & Improve Website Ranking: ?????????????????? Through the use of email marketing channels, marketers can generate customer traffic to their website and leads to their brands. They can achieve this by engaging the customers or potential customers on their websites and persuading the customers through the call-to-action (CTA) approach, to become leads and eventual customers. For instance, research says that 89% of marketers?use email as the primary channel to generate leads. That is through email marketing, marketers can convert their businesses from outbound to inbound marketing businesses, where marketers can use SEO, blogging, email campaigns, and social media to directly engage and attract ready customers who are looking for their brands and what the brands have to offer them. Through these efforts, potential customers are converted into leads, and subsequently, customers are led to make purchases. Directing and engaging customers on the company websites can improve the SEO and Google ranking of the company website.???????????????? Campaign Effectiveness:?????????????????????????????????????????????????????????????????????????? Another benefit of email marketing, is, its campaign effectiveness in driving sales through customer engagement, influencing purchase decisions, and revenue growth. One element that accounts for email marketing effectiveness is its lifespan. That is email marketing content has a longer lifespan than other forms of content. For instance, email content can remain in inboxes for years and retrieve for future use, unlike social media content. In addition to the content having a longer lifespan, is a detailed and easy-to-use format aided by technological tools. Email marketing copies like newsletter emails, enjoy the luxury of detailed and longer content, while all email has that luxury of use through a simple click-to-open format. Again, email marketing is laden with insights backed with data research and analysis, which speaks volumes in terms of its effectiveness. Email marketing can also be effective through audience segmentation and personalization of email messages sent to customers. For instance, through audience segmentation, the right email marketing messages can be delivered to the right person, at the right time. Again, research has it that, ‘emails with personalized subject lines are 26% more likely to be opened’ Finally, marketers can make email marketing more effective by using automated tools, to help email marketers generate leads or turn potential customers into real customers. ???????????????????????? Use of Analytics:?????????????????????????????????????????????????????????????????????????????? Adopting and adapting the use of data analytics in email marketing campaigns to evaluate campaign successes for insights is another great benefit of email marketing. It’s important that marketers establish that their email marketing campaigns are truly driving customers toward the campaign objective and overall business goal. The only means to reach this goal is by engaging in email marketing analytics. That is deploy the services of email analytical tools, and analysts to conduct data research and analysis on email marketing phenomenon. Using analytics, marketers can collect, store, manage, and analyze customers' profiles, and segment the audience by age, demographic, location, income, and gender. Again, analytics will help marketers to determine the best time to send customers marketing email campaign messages. According to Brevo’s research, Tuesdays, or Thursdays in the morning around 10 AM or in the afternoon around 3 PM are the best time to send marketing campaign emails. Essentially, for effective and efficient email marketing, marketers must test to know what works. The recommended tool for testing email marketing campaigns is called A/B (Split) Test, which is known to improve conversion rates by 49%. ???????????? Though there are other benefits of email marketing, we can explore, now, let’s take a step forward to examine the strategies of successful email marketing.

Strategies of A Successful Email Marketing??????????????????????????????????? The success of email marketing campaigns is not built on vacuums but on pillars called strategies. Therefore, what is an email marketing strategy? An email marketing strategy is a set of working guidelines or principles guiding an email marketing campaign, a digital marketer must identify and work through rigidly to achieve the desired marketing goal. Consequently, it behooves this essay, to explain below, some of the strategies that would lead to a successful marketing email campaign. Mohamed Natheem (2023) said, ‘An email marketing strategy is a comprehensive plan or approach that businesses use to leverage the power of email communication for marketing purposes 1. Define Email Marketing Strategy: ???????????????????????????????????????????????????? Defining an email marketing strategy is a step toward executing a successful email campaign. Though, not an easy task; a marketing director’s responsibility, it must align with the overall company growth goal. To help the director define a working, achievable email marketing strategy, requires gaining insights with the aid of SWOT/PESTLE analysis of the internal and external marketing environments before setting the strategy. For instance, conducting an internal analysis will open the strengths, weaknesses, opportunities, and threats, while pestle analysis will open the external political, economic, social, technological, legal, and environmental factors. The environments (internal & external) put together, affects the email marketing strategy. Consequently, for email marketing campaigns to be efficient and effective, the marketing strategy decision must be made or defined with the help of information gained from the analysis conducted. Nonetheless, a simple guide to developing an effective email marketing campaign strategy is what you aimed to achieve with the campaign. An example of an email marketing strategy is, ‘increase email return on investment ‘. Or ‘promote a new product, relevant, appealing, and easy to click by the audience. However, we must appreciate that businesses have different product and service offerings, target audiences, deliverables, and different email marketing campaign goals, therefore the strategies will also differ.

2. Set Email Marketing Campaign Goal ???????????????????????????????????????????? Another element for consideration in determining the success of an email marketing campaign, is setting an email campaign SMART goal. ?That is a campaign goal that is specific, measurable, attainable, relevant, and time-bound (SMART goal). It is considered that the first step of creating an email marketing strategy is defining the email campaign goal, but a campaign goal is a subset of marketing strategy. Nonetheless, the goal must fall in line with the business goal, meaning your emails will work to achieve the set business goal that you have for your business. An example of an email campaign goal is, ‘increase email returns on investment by 5% in quarters 2 & 3 of 2023’. Or ‘increase brand loyalty by 2% in 2023’. Answering what and why questions will help us define the campaign goal. For instance, what do we want to achieve with the campaign? (Increase sales), or why are we embarking on an email marketing campaign? (Increase website traffic). Please, note that no two email campaign goals will be the same.

3. Define Campaign Target Audience/Segment Audience ????????????????????? Having set the email marketing goal, the next step of action is to clearly define the audience your will be directing your products and services messages to and segment the market. That audience is called the target audience. So, defining your target audience is yet again, another element that will make your email marketing campaign successful. The target audience may be defined by age, income, lifestyle, demography, job, interests, purchase history, etc. The essence of defining the target audience includes helping to segment the market, developing email message content, determining where, when, and how to reach the target audience, and through what type of email messaging format will be the best to reach the audience. Knowing the target audience will also help personalize the email messages and deliver value to the audience. Segmenting the audience according to interests, characteristics, and behaviours for effective reach with campaign messages will also make the campaign very successful. The audience can be segmented according to demographics, location, personal interests, purchase history, website behaviour, etc. Finally, segmenting the audience will help the marketer to send personalized messages that are relevant, relatable, and convincing. Hence research opined that ‘emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns’.

4.?Choose an Email Marketing Platform/Own Email Mailing List ??????? Another strategic success factor is choosing an email marketing service platform and owning an email mailing (subscribers) list for your company.?An email marketing platform is an automated email service provider or company that offers bulk email marketing services, like Mailchimp, Salesforce, Moosend, GetResponse SendInBlue, HubSpot, Tailwind, Constant Contact, etc. The platform manages, organizes, executes, and delivers your email campaign messages to the target audience, sends targeted email messages, and analyzes your email metrics. Before choosing an email marketing service provider, ensure they have the capacity to track your email analytics and send thousands of emails with limited problems to avoid the success of your email campaign being impacted. In addition, weigh their cost, deliverability, reporting, email list management, template features, generate email database, email frequency, and?performance measuring criteria, amongst other factors. ??????????????????? Owning an email mailing (subscribers) list by your company will also contribute to a successful email marketing campaign goal. To help build a subscriber list for your company, use the tactics of opt-in and opt-out. Opt-in refers to offering a freebie and encouraging people to willingly sign up to get a free e-book, coupons, webinars, etc., by filling out a form, while opt-out is, clicking the link below to opt-out. Secondly, sort and obtained the permission of subscribers to be on the list before sending them campaign emails to safeguard the integrity of your brand and be protected by data protection laws. Further, make the visibility of the signup form on your website conspicuous or noticeable. Finally, grow your subscriber list with a lead magnet. Never buy an email list because it may not meet your brand audience requirement

5. Evaluate Brand Guidelines/Write Email Content?

Brands have unique identities and distinctive characteristics they often communicate to the clients to position them differently in the minds of the audience. They also have guidelines or standards by which their symbolic images are conveyed to represent the brands. The guidelines are deployed when writing and producing email marketing content for the brands. Consequently, integrating brand guidelines into the body of email content is yet, another strategic success element in email marketing campaigns.?Nonetheless, brand guidelines should not be used as a blank cheque, instead, identify the relevant specific need of brand guidelines according to the email marketing campaign objectives and integrate. Examples of brand guidelines are colour, logos, fonts, layouts, and illustrations. Where there is an existing email marketing template, incorporate the specific guidelines for your brand's outgoing email messages.???????????????????????????????????????????????????????????????????????????????????????????????????????????????Regarding writing email marketing content, engage the services of a professional, who will craft appealing, engaging, and conversational content that is true, relevant, relatable, honest, trustworthy, and laden with values and images that would provoke brand engagement if you don’t have the skill. That is create an email content subscriber wants to open, read, and engage with easily. Usually, it is always advised to apply the 80/20 rule in copy crafting, where 80% of the content, inputs value, and 20% of inputs are promotional. The copy should have a curious engaging subject line since research says that 47% of email subscribers open an email because of the subject line; a body copy that has a relevant and relatable story, and a strong call to action at the end. A professionally written email copy glues the audience to the brand and makes them loyal customers and brand advocates. Give your brand a voice the audience can trust and communicate honestly to the audience. Create email content that embodies, represents, and speaks of the brand in images and lines. Simply, professionally customize your brand email design to resonate or register your brand image in the minds of the clients.

6. Determine Email Frequency/ Performance Measuring Methods:???? Stating the frequency of the emails should be flighted or shared and performance measuring methods are another strategic action that will help make the campaign a success. Determining the frequency of time flow of fighting (sharing) the email messages to reach the audience is a strategic plan of action ahead of the campaign. Therefore, creating a schedule and establishing the frequency of sending the email campaign messages will help in assessing the success of the campaign.????????????????????????????? Closely, is setting performance standards and measurement methods for the email marketing campaign. That is analyzing campaign success and metrics using technological tools provided by email marketing platforms like Wix Email Marketing, MailChimp, Google Analytics, etc. The email metrics monitored and analyzed are delivery rate, unsubscribe rate, bounce rate, open rate, click-through rate, calls to action, and spam complaints. An A/B test of the campaign can also be conducted to test ‘open rates and click-through rates. content formats, call to action, etc. Ensure that the email marketing tools, time, and methods to be used for collecting, evaluating, analyzing, and measuring campaign performance, are clearly stated in your campaign strategic statement.

Other strategic actions that can lead to your successful email marketing campaign include email automation, optimizing email deliverability, updating your email database, provides added value to customers, amongst others.

?Email Marketing Challenges?????????????????????????????????????????????????????????????? No doubt, it’s natural that every good and effective functioning system or mechanism does have some defections. Email marketing is no exception. In this last phase of this essay, we are going to examine the challenges of email marketing as a digital marketing tool.????????????????????????????????????????????? Spam While email marketing has been attributed to many business growth factors like growing revenue, business relationships, increasing sales, etc, a high level of concern has been raised against unwanted emails (spam), which has been worrisome to companies and customers. Customers' inboxes are daily filled with unwanted emails of no business or social relevance, which makes them spam and often deleted. Size???????????????????????????????????????????????????????????????? Another cause of concern for email marketing is the size of email marketing content, which critics said, it’s often too large, takes a long time to upload, and sometimes fails to fail to download, causing subscribers to be weary, making potential customers lose interest, thereby causing the company lost of resources (money and time). Mobile Optimization:???????????????????????????????????????????????????????????????? Though email opening on mobile grew by 30%, another 22% of marketers claimed that the most challenging goal to attain while optimizing an email marketing plan on mobile is mobile optimization. A 22% of marketers’ response, shows a marketing need to be met and should not be taken for granted. Hence, Campaign Monitor said, ‘’email with a mobile-ready design is no longer nice to have, it’s critical’’.

Conclusion???????????????????????????????????????????????????????????????????????????????????????????????? ?In the foregoing conversation, we shared light on email marketing and why it is an effective digital marketing tool for companies, be they small, medium, or corporations. The future of email marketing is very bright for businesses owing to technological advancement and its growing demand. However, there is a need for retooling of mobile devices to meet email mobile optimization. Despite the market demand for email automation, marketers should not their eyes to abuse of privacy, which email marketing is guilty of sending unsolicited emails to subscribers’ inboxes.

References????????????????????????????????????????????????????????????????????????????????? ?1. Lecture Materials, (2023) ‘Think Outside the Inbox: Email Marketing in Google Digital Marketing & E-Commerce’ Module 4??????????????????????????????????????????????????????? 2. Rebecca Strehlow (2020) What Is Email Marketing? A Beginner’s Guide https://www.wix.com/blog/what-is-email-marketing 3. L Ceci, (2022) Number of E-mails Per Day Worldwide 2017-2022??????????????????????????????????????????????? ?4. Brevo (2023) ‘What is Email Marketing? Definition, Strategies, & Tools to Get Started’ https://www.brevo.com/blog/what-is-email-marketing/ ??????????????????????????????? 5. Templafy (2020) ‘How Many Emails Are Sent Every Day? Top Email Statistics for Businesses 6. Freshmarketer () ‘56 Email Statistics You Must Learn: 2023 Data on User Behaviour & Best Practices’??????? https://financesonline.com/email-statistics/?????????????????????????????????????????? 7. The Radicati Group (2021) ‘Number of Emails Sent and Received Per Day Worldwide (In Billions)’.? https://www.einnews.com/pr_news/600029311/the-radicati-group-releases-email-statistics-report-2022-2026?????????????????????????????????????????????????????????????????????????????????????????????????????????? 8. Pramila (2023) ‘20+ Email Marketing Stats You Need to Know in 2023’???https://getemail.io/wp/20-email-marketing-stats-you-need-to-know-in-2023/? 9. Lauren Noble (2022)?‘What is Email Marketing and is It Worth It’ in Email Marketing 101 ????????????????????????? https://www.tailwindapp.com/blog/what-is-email-marketing-and-is-it-worth-it/ ???????????????????????????????????????????????????????????????? 10. Luisa Zhou (2023) ‘Email Marketing ROI Statistics: The Ultimate List in 2023 11. Valentia Dencheva (2023) ‘E-Mail Marketing Worldwide - Statistics & Facts 12. Campaign Monitor (2023) The New Rules of Email Marketing https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????13. Mohamed Natheem (2023) ‘15 Brilliant Email Marketing Strategies For Winning Campaign’???????????????????? ?https://www.mailmodo.com/guides/email-marketing-strategy/???????????????????????????????????????????????? 14. Megan Hendrickson (2017) ’How to Plan a Successful Email Marketing Strategy in 2017’??????????????????????????????? https://www.bluehost.com/blog/how-to-plan-a-successful-email-marketing-strategy-in-2017/????????????????????????????????????????????????????????????????????????????? 15. Brevo (2022) ‘The 13 Best Email Marketing Strategies for Campaign Success in 2023’?????????????????????????????????????????? https://www.brevo.com/blog/email-marketing-strategies/ 16. Steven Macdonald (2023) ‘Email Marketing: 5 Unique Strategies (Backed by Research)’ ???????????????????????? ?https://www.superoffice.com/blog/email-marketing-strategy/

17. Mailchimp (2023) Email Marketing???????????????? https://mailchimp.com/email-marketing??

18. Wikipedia (2015) Email Marketing????????????????????????????????????????????????? 19. Digital Marketer https://www.digitalmarketer.com/??????????????????????????????????????????????????????????????????????????20. Digital School of Marketing??????????????? https://digitalschoolofmarketing.co.za/

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