What we liked: MailChimp places a strong focus on design, which is evident in its easy-to-use editor and modern-looking email templates. If you’re an ecommerce, MailChimp offers some of the best automation options out there, including abandoned cart and purchase confirmation emails. Reporting is superb, too, with data around social media and conversions. There are also hundreds of integrations available, making it one of the most versatile email marketing tools.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products or services.[4]
Email marketing is used most often by organizations with strong online presences. Competition amongst e-commerce sites is fierce, and email marketing is a proven way to engage with customers and differentiate your company. Online businesses prefer to use email marketing because it makes it easy for customers to link directly from an email to a product page.
Companies can elect to manage their own email marketing campaigns or they can choose from over 100 different companies who offer email marketing services. These services provide easy software tools that allow companies to manage their email lists, design ads, and track how often they are accessed. Larger companies that send out dozens of daily emails to tens of thousands of different customers often use email marketing services to manage the process.
Some people think email marketing is outdated, but they couldn’t be more wrong. Email marketing has been utilized since shortly after the birth of the Internet. It has evolved considerably since then and is still an incredibly useful marketing tool. In fact, many entrepreneurs argue that email marketing is more important now than ever before. There’s a good reason 85% of U.S. retailers consider email marketing one of the most effective customer acquisition tactics!
Microsoft Connections — Microsoft Connections lets you send professional-looking marketing emails that showcase your brand and drive sales. Engage current customers with newsletters and announcements that remind them to make a visit. Easily set up incentives like refer-a-friend discounts to reward current customers for referrals so you can bring more business through the door. products.office.com/en-us/business/microsoft-connections/email-marketing-software
Many consumers have reservations about online behavioral targeting. By tracking users' online activities, advertisers are able to understand consumers quite well. Advertisers often use technology, such as web bugs and respawning cookies, to maximizing their abilities to track consumers.[60]:60[95] According to a 2011 survey conducted by Harris Interactive, over half of Internet users had a negative impression of online behavioral advertising, and forty percent feared that their personally-identifiable information had been shared with advertisers without their consent.[96][97] Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial or health status.[95] Furthermore, some advertisers attach the MAC address of users' devices to their 'demographic profiles' so they can be retargeted (regardless of the accuracy of the profile) even if the user clears their cookies and browsing history.[citation needed]
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