Digital and Email Marketing

Digital/ online marketing

Digital marketing refers to using the internet
to promote and advertise. Digital marketing involves the online mode of
marketing because of the growing usage of the internet and technology. The
early developments during 1990-2000 change the complete course of marketing.
People started getting used to the internet and the world wide web and the
brands and companies saw big opportunities at the same time. They started
investing in online promotions and advertising which was at nominal costs back
then. This opened a whole new bunch of employment opportunities as well. People
started seeing online marketing as a new career option. 

Digital marketing can be done using social
media, online advertisements on various websites, and many more available
options. These digital marketing campaigns have become successful with the employment
of a combination of different factors like search engine optimization, search
engine marketing, social media, optimization, email direct marketing. Digital
marketing is not limited to internet-only channels but extends to non-internet
channels like televisions and SMS service on mobile phones. 

 

Email marketing 

Email marketing is a form of digital marketing
that is done using email services. It involves the sending of emails to
potential customers. The emails sent have three primary objectives: brand
awareness, building loyalty, and earning the customer’s trust. These emails are
sent regularly. However, not all of them reach the target audience. The
deliverability rate of these emails is never 100%. Though the digital marketing
teams check these emails using the email tester, a few of
them are either lost on their way to the receiver or are directly moved to the
spam box of the receiver. This is where the trouble begins. 

The email tester cannot
guarantee a 100% deliverability rate as the algorithms of email service
providers are updated in regular intervals of time to protect their users’
privacy and restrict spam and fraudulent emails from entering their primary
inbox. Various email testers use different methods
of checking the content and reach of a particular email and the probability of
it being delivered to the consumer’s primary inbox. The email
tester checks three things. Firstly, the inbox rendering test
displays how the email will be viewed among the target audience, then the spam
test which tests the email against powerful spam filters, and lastly the link
validation test which checks if all the links within an email are valid or
not. 

Digital marketing companies need to strategize
every move of theirs to fulfil their client’s requirements. There are many
hurdles on the way but to get past those is what defines them as a company. The
digital marketing field faces a lot of criticism as nobody wants their inbox to
flourish with unnecessary clutter of emails. Some people do opt-in to receive these
emails but do not see them because the ISPs move such emails to the spam folder
automatically.