Email 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 email sent to a
potential or current customer could be considered
- Sending emails with the purpose of enhancing
the relationship of a merchant with its current
or old customers and to encourage customer
loyalty and repeat business.
- Sending emails with the purpose of acquiring
new customers or convincing old customers
to buy something immediately.
- Adding advertisements in emails sent by
other companies to their customers.
- Emails that are being sent on the Internet
(Email did and does exist outside the Internet,
Network Email, FIDO etc.)
Researchers estimate that US firms alone
spent $400 million on email marketing in 2006.