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.
Email marketing is currently the most commonly used online marketing tool. The reasons are plentiful. Nothing can beat it when it comes to marketing success. Many marketers have attained success using this powerful marketing tool.
Used correctly, E-mail can be a powerful marketing tool for increasing brand recognition, increasing sales, driving traffic to your Web site, and building and maintaining customer relationships.
Standard communications mediums available to marketers and advertisers are usually rated on three factors: Reach, Cost and Effectiveness / Retention
