Communication to be effective, the message should be prepared with utmost caution. And that’s very essential especially in the case of Email marketing tools. There are certain logical steps followed in this connection.

Firstly, there is a process of message generation. It is the process of creative development of facts to say about the goods or services offered. Messages are prepared in the light of promotional objectives, the products current image and the desired positioning of the product. The themes, however, have to be changed according to the variations occurring in the environments.

Then comes the next step of message evaluation. This requires managerial talent as alternatives to be developed and the best one is to be chosen, because, the management must first take a positive impression on the target audience. It must also be unique in that consumers can easily differentiate the firm’s message from those of competitors. Above all, they should create believability. Finally, there is message execution to be done. It means the final preparation of an Email message copy that bears all the values.

The main advantage of Email marketing is its directness. The message is directly addressed to the prospective customers and it reached to them in seconds. Flexibility factor is also present in Email marketing strategy. The message could be changed or altered to suit different conditions. It is also very cheap as compared to other marketing strategies being employed by the companies. Marketing strategies like giving advertisement to visual media and print media is not only very costly but time consuming as well. The greatest attraction of Email marketing is its capacity to create and maintain personal contact, which is next to impossible when giving advertisement in electronic media. This is due to the fact that in electronic media one cannot give feedback whereas in the case of Email marketing you can give feedback instantly by just emailing the company.