What Type Of Media Is Email Marketing? | Various Elements

One of the fastest-growing marketing tools is email marketing, with over 300 billion messages sent every day. Small and large businesses alike use emails to reach their target audiences. The goal is to craft a message or piece of content that will draw them in and convert them into customers.

Email marketing can be categorized as direct, digital, owned, and new media. The platform is used to send direct messages that can be tailored to an individual recipient. This personalization allows businesses and brands to build relationships and connections with their customers.

There is a distinct difference between each element of email marketing. It’s very broad, so it overlaps with many different types of media. Let’s explore each type of media in detail.

Email Marketing as Direct Media

Direct marketing involves contacting target customers or prospects through unmediated channels like emails, text messages, and phone calls.

Emails fit the bill of direct marketing because of the following features.

Targeted Messaging

Unlike mass media, such as television or radio ads, emails provide a higher level of personalization. They allow businesses to target specific customers based on their interests.

This is done through segmentation and targeting strategies that tailor messages to a specific person/audience.


Email marketing makes it possible to segment audiences based on variables such as demographic information, purchase history, or engagement with the email.

This feature allows you to send personalized messages that are more likely to engage customers and drive conversions.


Doesn’t Have Intermediaries

For platforms such as television and radio, there are often intermediaries involved in the communication process.

These include advertisers, sponsors, and media outlets that can make it difficult to reach a targeted audience or measure the success of a campaign.

Email marketing lets businesses directly communicate with their customers without dealing with a middleman.

Direct Access to Performance Metrics

Because of the elimination of intermediaries, email marketing also allows businesses to get direct access to performance metrics. As a result, they can track open rates, click-throughs, and conversions.

This feature provides valuable insight into how well the message resonates with each audience segment. You can use the data to optimize your campaigns for maximum success.

Customer-centric Approach

It is possible to identify customer preferences and tailor emails to meet their needs. This customer-centric approach helps businesses build deeper customer relationships and increase engagement.


Email Marketing as Digital Media

In the 1990s, the emergence of digital marketing created a new avenue for businesses to reach their target audiences.

Digital media such as websites, social media platforms, and email are all used to connect with customers in meaningful ways.

Digital channels offer engagement that cannot be found in traditional advertising methods such as television or print ads. For example, emails can be personalized to meet the needs of each recipient.

This digital channel also provides access to valuable performance data that can be used to optimize campaigns and maximize ROI.

Email marketing is a type of digital media because it uses digital channels to communicate with customers. In addition, you need a device that’s connected to the internet to send emails to your targets.

Another feature that makes email marketing a type of digital media is its scalability. Digital channels can be scaled up or down according to the campaign’s needs.

This enables you to send emails to large groups of people. Then, businesses can reach their audience faster and more efficiently than ever.

The interactivity of digital channels is also evident in email marketing. Customers can click on links, make purchases, and provide direct feedback via email.

This helps businesses foster meaningful relationships with their customers.

Email Marketing as Owned Media

Owned media is a type of marketing that involves using company-controlled channels to communicate with customers. Examples include websites, social media platforms, and email campaigns.

These channels allow businesses to reach their target audience directly without relying on third-party platforms.

Email marketing qualifies as a type of owned media because it creates an effective and direct line of communication between the business and its customers.

The emails are often sent from the company’s email account.

This type of media also provides access to performance metrics that can be used to measure the success of campaigns. Emails can be tracked for open rates, click-throughs, and conversions.

These metrics provide valuable insights into how well the message resonates with customers.

Unless you want subscription services, owned media also allows businesses to maintain control over the cost of their campaigns. You don’t have to pay huge amounts of money to use email marketing.


Email Marketing as New Media

New media refers to digital channels such as social media, websites, and email campaigns.

It differs from traditional media, such as television or radio, because it allows businesses to interact directly with customers.

New media has little/no geographical barriers. You can use the channels to reach target audiences worldwide. This makes them ideal for businesses with a global presence.

Apart from that, the interlinking between different channels makes new media hyper-textual.

This characteristic is common in email marketing, as emails can link to website pages and social media profiles.

The interlinking encourages customers to explore different channels and engage with the message. The immediacy of email marketing is also a key feature when considering it as part of new media.

Emails can be sent in seconds, allowing businesses to respond quickly to customer queries and build relationships with their audience.

Another characteristic of email marketing as a new media is its integration capability.

Emails can be combined with other digital channels, such as social media and websites, to create a unified message across different platforms.

You can also integrate email marketing tools with applications like customer relationship management (CRM) systems.

Is Email Marketing Social Media?

No, email marketing is not a type of social media. Social media refers to digital platforms such as Facebook, Twitter, and Instagram that allow users to create and share content.

Email marketing involves sending emails directly from a company’s address to promote products or services.

The key difference between email marketing and social media is the communication channel.

Social media requires customers to sign up or follow a company’s page or profile, while email campaigns are sent directly to an individual’s inbox.

However, email marketing can be used in conjunction with social media channels.

Companies sometimes use email campaigns to direct customers to their social media pages or share content from these platforms.

This can increase the reach and engagement of their message, allowing businesses to maximize the potential of both channels.

Is Email Marketing Earned Media?

Earned media is any type of publicity a company has not paid for. This includes word-of-mouth marketing, reviews, and press coverage, which are all unpaid forms of communication.

Email marketing is not a form of earned media since it requires companies to send emails themselves. No third party is involved in an email campaign, so it cannot be considered earned media.


Final Thoughts

Email marketing is a broad and highly versatile approach to marketing. Depending on your needs, it can be a type of direct, digital, owned, or new media.

It allows businesses to communicate directly with their customers without relying on third-party platforms or services.

Additionally, it provides access to performance metrics and can be used with other digital channels for maximum reach and engagement. Email campaigns are also cost-effective and can be scaled up or down.

It is essential to note that email marketing is not a type of social media because it does not involve using social media platforms or profiles.

However, it can be used with social media channels for increased reach and engagement.

Shailen Vandeyar

A proud Indian origin Kiwi who loves to do BJJ and play with his pet bunny when not taking a plunge into the vast ocean of funnel design, email marketing, copywriting, conversions, and customer retention.

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