Guide to Email Marketing & Information Marketing

Permission Marketing (E-mail marketing)

This is the term that is used to describe marketing campaigns to consumers who have agreed to be marketed to. It is most often used in the context of e-mail marketing on the web.

Consumers are offered the opportunity to sign up to a regular newsletter or other communication via email. The website gradually builds a database of these ‘friends’ and communicates with them on a regular basis. This allows the business owner to build a relationship over time with groups of consumers who may then eventually become customers. It is a very low cost advertising method. There are also quite a number of web-based software programs that allow you to manage these communications quite easily and also track their success rates.

Example: A firm selling baby products gathers a database of potential purchasers (combination of existing customers and a web sign up form) and then sends a regular newsletter to promote particular products.

Information Marketing

While strictly speaking, information marketing pre-dates the internet, it is the accessibility and low costs of the internet that has allowed it to take off in recent years.

Information Marketing can refer to the packaging of information that is then sold to a customer who needs the information. An example of this is someone producing an online downloadable guide to fly-fishing. Information marketing can also refer to situations where a company provides useful information (usually for free) that complements some of the products that it is selling. The thinking being that the company is establishing its credibility in a particular area in order that the customer might be more likely to purchase.

Example: A company selling surfboards publishing an online guide to the top ten surf locations.

Check Out Our Other Guides

Below is a list of other guides that you may be interested in reading:

  1. Website Design and Development
  2. Content Management Systems (CMS)
  3. Search Engine Optimisation (SEO)
  4. Search Engine Marketing (SEM)
  5. Selling Products & Services Online
  6. 11 Tips for Choosing Your Web Design Company
  7. Common Mistakes with Website Projects
  8. Email Marketing & Information Marketing
  9. Fixing What's Wrong With Your Existing Website
  10. Social Networking Websites