The e-mail marketing is the use of the e-mail with commercial or informative fortitude and it differs from other hardware of "traditional" marketing because:

• Every person allows to realize a personalized and exclusive offer across an immediate way, the e-mail.
• The cost of the used way, in this case the e-mail, to make come the offer is very limited. This means that the companies will stop being so subordinated to the budgets worrying more therefore they mean his clients or future clients and when.
• The results can measure themselves almost immediately, how maximum two days. Also, the aptitude to "test" offers is almost infinite since personalized measurement elements can interfere, being able to manage the campaigns of a simple way.

9.1. Fundamental key: he asks your clients for permission

But, if there is something that really differentiates to the e-mail marketing of other hardware of the marketing the fact is that there integrates the concept of permission marketing, term minted by Seth Godin, and that it consists of obtaining the express permission of the client or future client to initiate a relation with him. In this case, nobody is going to receive an e-mail that it has not requested previously or that has not showed an interest to receive this type of messages.

Thus the e-mail marketing posiciona against the practices of not requested mail, also called spam, but the big problem of the use of the spam is not his proven ineffectiveness but the negative aftereffects in image and reputation that there can have the companies that do it. Namely the recipients are paying for his connection to the network, for which to receive a not requested message supposes them a wasting time and money. That's why, the e-mail conscious marketing of the ineffectiveness and of the risks that it covers decides in favor of the permission marketing.

The following step is vital and it is how to obtain the assent of the client, for it it is necessary to offer him an extra cost, very important concept and that many portals and companies forget since it is a determinant factor in the defeat of the "empresa.com". Namely the key consists in offering him a benefit, which does not have why to be a gift or an offer, can be any more information about anything that he is interested in. Namely the assent is obtained across a benefits exchange. He gives his permission so that the company sends to him information and this one, in return, gives him a compensation.

But, also it has been proved that it is not enough to obtain the permission of the client and to be content but the important thing is to support a periodic communication since it is going to provide a better knowledge of his clients to him allowing him, also, to have updated and activated his databases. The key is in «turning the stranger into friend, to the friend into client and to the client into faithful client».

9.2. Keys of the e-mail marketing

After doing a revision for the concept and his characteristics, let's happen to give a few keys to realize successfully the campaigns of e-mail marketing:

• Subject. It is the component of the e-mail where there is indicated of what the message talks each other. Although most of the times unnoticed raisin his importance, it has it since it is the vehicle that decides if the message will be well-read or not. It has to motivate the reader to the reading. Although it is possible to believe that phrases as "free", I "deduct", «winner of...» they could be the most effective to use them as subject it is not like that. Moreover, the more and more habitual filters of the e-mail are programmed to eliminate all those messages that are identified by similar words.
• Message. To attend to the preferences of your clients and to bear in mind his technological capacity at the time of sending to him the message. On the last one it will depend that we it send in version text or version HTML. Also, it has to contain offers or really valuable information for the client.
• Closing. A link must always exist so that the client, automatically, and from voluntary form it could choose not to receive any more messages.
• Date of transfer. It is necessary to bear in mind the date in which the e-mail is sent. When one treats of business to business the messages they should be sent every Monday night or every Tuesday in the first hour of the morning. This reception period will prevent the message from getting lost between the disorder provoked by the quantity of e-mails that are received every Monday morning. Also, it is advisable to avoid the mailing every Friday morning, so that the offers do not suffer the apathy that is had this day in the evening.
• Attention to the client. All the questions or questions that the clients should realize must be answered in a maximum of 24 hours. The e-mails directed to the final consumer or user are usually more effective when they are sent every Saturday night or between Tuesday and Thursday. The personal mail accounts are read often every Sunday and, for it, the mailing during the previous day represents the best moment for the consumer since it is completely dependent on the screen and on his content.

At present in Spain companies exist (list broker) that transfer persons' lists that are interested in receiving a certain type of information. Before this situation, the option is well clear: or the lists of a list broker are acquired to be able to communicate with the future clients or one is employed at the creation of proper databases both of current clients and of future clients. On the resources, the targets and the campaign to raise public awareness of the power of the e-mail as commercial tool that has every organization the election depends.