The act of sending a commercial message typically to a group of people using email is email marketing. Potential or existing clients when sent emails is categorized as email marketing. Marketing of emails can be sent to a purchased lead list or an existing client database. To advertise, request donations, business or solicit sales and as a means to build trust, loyalty and awareness are some of the other ways in which email marketing is used. When clients are able to recall or recognize a brand the process is referred to as brand awareness. When customers recall or recognize a brand it aids in the decision making process. Brand recall and brand recognition are the types of brand awareness.
Brand awareness is a key indicator of a brand’s competitive market performance. Evoked set and consideration set are the two types of concepts which describe the specific aspects of consumer purchase decision. The related importance of brand awareness is that brand identities in consumers memory can be measured by how well the consumers identifies the brand under various condition. Brand awareness is an important measure of brand strength or brand equity which is also involved in customer satisfaction, brand loyalty and the customer’s brand relationships. Another function of brand awareness is that its an indicator to brand’s market performance.
In addition brand awareness is one of the major brand assets that adds value to the product, service or company. Brand recall is referred to as unaided recall or spontaneous recall while brand recognition is referred to as aided brand recall. Brand recall is referred to the ability of consumers to correctly elicit a brand name from memory when promoted by a product category.
Brand recognition is the ability of the consumers to correctly differentiate the brand when come into contact with it. Allowing of marketers to identify returns on investment, measure and improve efficiency is a benefit of email marketing. By allowing marketers to see feedback from users in real time and monitor how effective their campaign is in achieving market penetration and revealing a communication channel’s scope is the other benefit of email marketing.
The two types of email marketing is transaction emails and direct emails. Sending emails solely to communicate a promotional message like a special offer or product catalog is referred to as direct emails. So as to send them promotional messages as a means of direct emails a list of customers is collected by companies. As for transaction emails they are usually triggered based on customer’s action with a company.
Since transaction emails are triggered then the following are types password reset emails, purchase or order confirmation emails, order status emails, email receipts, reorder emails and dropped basket messages. The primary purpose of an email results to classification as a transaction email.