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.