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Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

There are some advantages to using email marketing in comparison to traditional mail:

  • Email’s immediacy reduces delays in communication, allowing businesses to run more smoothly.
  • An exact return on investment can be tracked (“track to basket”) and has proven to be high when done properly.
  • Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.
  • Email Marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.
  • Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.
  •  Email marketing can be done to either sold lists or current customer database.