What is E-mail Marketing?

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising 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 merchant with its current or previous customers and 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
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