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Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to: Sending e-mails with the purpose of enhancing the relationship of a user with its current or previous customers, to encourage customer loyalty and repeat business, Sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, Adding advertisements to e-mails sent by other companies to their customers, and Sending e-mails over the Internet, as e-mail did and does exist outside the Internet
E-mail marketing (on the Internet) is popular with companies for several reasons:
An exact return on investment can be tracked and has proven to be high when done properly. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic.
Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them. Over half of Internet users check or send e-mail on a typical day.
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