Email marketing is a form of direct marketing which uses electronic mail (email) as a means of communicating commercial or fundraising messages. Every email sent is a potential or current customer.

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Email marketing is used for:

• Sending emails with the purpose of communicating with 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 new.

Email marketing is popular because:

• It is not expensive when compared to other media investments such as direct mail or printed newsletters.
  
• Return on investment has proven to be high when done properly.
  
• It is instantaneous, opposed to a mailed advertisement. An e-mail arrives in a few seconds or minutes.
  
• It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
  
• It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc.
  
• Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them.
  
• When most people switch on their computer the first thing they do is check their e-mail.
  
• Specific types of interaction with messages can trigger other messages to be automatically delivered.