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 email sent to a potential or current customer could
be considered email 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.
Researchers estimate that
as of 2004 the Email Marketing industry's revenues has surpassed
the $1 billion/yr mark.