Sometimes the benefits of email marketing are more distinct than initially foreseen. Most Internet marketers understand the basic concept of it which is to email promotional materials to a large group of Internet users to encourage an interest in products or services. This concept is easy for many to understand but sometimes there are added benefits. This article will discuss the basics of email marketing and will explain how sometimes email marketing can be much further reaching than designed. This additional reach can be either positive or negative depending on the quality of the original emails and reactions of the original recipients.

It’s a very simple concept which is also extremely cost effective. The general idea behind it is that an email is sent to a distribution list. These emails are intended to create an interest in the products or services offered by the email originator. In theory, this concept couldn’t be simpler but can get significantly more complicated. One of the biggest complicating factors is the potential for the emails used in the marketing campaign to be viewed as spam by either the recipient of the email or the spam filter provided by the Internet service provider. This potential alone creates a major complication because Internet marketers have to make a significant effort to assure their messages are not trapped in a spam filter or immediately deleted by the recipients by appearing to be spam.

Once the email messages get through to the recipient, they have a small window of opportunity to make a positive impression on the recipients and influence them to make a purchase, or at least visit the website. Providing quality content, keeping advertising subtle and, at a minimum, providing a clear call to action. All of which can help to get the message across and entice the potential customer to make a purchase, or at least visit the website.

As previously stated, the goal of an email marketing campaign is to convince the email recipient to either make a purchase or visit the website. When an email recipient performs either one of these actions, it is considered a huge success. However, thanks to the power of the forward button, email marketing can actually be much more successful than anyone ever intended.

A great aspect of email marketing is that when the recipients receive a message they think is worthwhile, they are likely to make a purchase and may also forward the information to a friend or family member they think might also be interested. The ability to forward email messages is comparable to complacent customers using word of mouth to publicize the quality of the products or services they received. However, with the ability to forward a beneficial email message, it’s more effective and reached an exponential rate by utilizing word of mouth. With just a few clicks of the mouse, the original email recipient can forward the message to several people at once. This can result in significantly better results than the business owner had originally considered. No additional effort on behalf of the business owner is necessary.