FEATURES OF EMAIL MARKETING IN COMMUNICATION PROCESSES

The modern marketing environment demonstrates comprehensive digitization of business processes. Studies of problems related to the use of Internet marketing tools and digital marketing communications are becoming more and more relevant. On the other hand, the transformation of competition, the increase of communication costs, the decrease of consumers and the change in their structure due to migration processes, with the simultaneous growth of their expectations, determine the need to reform the marketing communication policy of enterprises. That is why the formation of a holistic view of e-mail marketing, as a kind of direct marketing, requires additional justification. The article examines the essence of the concepts of e-mail marketing due to its dual nature as a means of marketing communication, and at the same time, a tool of Internet marketing. The revealed tasks of e-mail marketing, which are supplemented by the following: increase trust in the brand and help increase the number of consumers by encouraging them to make purchases or orders. The advantages and disadvantages of e-mail marketing are indicated. Among the main advantages, it is necessary to note low cost, convenience, variability, measurability, integration with other means of marketing communications. Disadvantages are divided into two groups: in relation to the enterprise and in relation to the consumer. For the company, the main disadvantages are the labor-intensiveness and qualification of employees, and for consumers — the inconsistency of mailings, which encourage them to avoid contact with e-mails. The place of e-mail distribution in the e-mail marketing structure of the enterprise is determined. At the same time, considerable attention is paid to the characteristics of the stages of the email distribution algorithm. Indicators of the effectiveness of e-mail marketing and e-mail distribution are given. The steps to ensure the effectiveness of e-mail marketing are described.