Essentials of E-Mail Marketing
A GlobalSpec White Paper
April 2004
Essentials of E-Mail Marketing
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Executive Summary
E-mail has proven to be one of the most effective marketing tools in an overall marketing mix due
to speed, affordability and excellent results. E-mail is often the preferred method for engineers and
technical buyers to open communication channels and establish relationships with suppliers.
However, poor marketing practices, a deluge of spam hitting inboxes and laws to fight spam pose a
significant threat to the future of e-mail marketing. To make the most of e-mail marketing and
increase your chances of success, you must understand the essentials. This white paper, written by
the Internet marketing experts at GlobalSpec, will help you do just that. E-mail is a critical
component of GlobalSpec’s own marketing mix promoting our engineering search engine and online
community to an ever-growing audience of engineers and technical buyers.
Use the information in this white paper to help you:
Understand how e-mail marketing fits into your overall marketing mix
Know who you should be marketing to
Evaluate different types of e-mail campaigns
Optimize the components of your e-mail marketing campaign
Understand your options for sending, tracking and measuring the results of e-mail marketing
Avoid the pitfalls of e-mail marketing
Deal with the issue of spam
Essentials of E-Mail Marketing
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E-mail: An Essential Part of Your Marketing Mix
E-mail has become an essential tool in the marketer’s overall integrated marketing mix. As with any
marketing tactic — advertising, direct mail, trade shows, etc. — you must approach e-mail
marketing with a combination of discipline and creativity in order to be successful. Here are a few
recommendations to help you shape successful e-mail marketing campaigns:
Have clear objectives — Define an objective for every e-mail campaign. Are you trying to
generate leads? Communicate new infor