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 old customers and to encourage customer loyalty and repeat business.
• Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.
• Adding advertisements in e-mails sent by other companies to their customers.
• E-mails that are being sent on the Internet (E-mail did and does exist outside the Internet, Network E-mail, FIDO etc.)

Researchers estimate that US firms alone spent $400 million on e-mail marketing in 2006.