Email Marketing


Email marketing is a form of direct marketing that carries a digital message from a sender to one or more recipient's. Email operates across the Internet, and today's email systems are based on a store-and-forward model. Email servers accept, forward, deliver and store messages.

An email message consists of two important components: the subject line and the body copy both of which must be thought through carefully when constructing an email campaign. The subject line is important not only because it alerts your target receipient to your message/offer, but also because properly constructured the subject line effects deliverability of your email into the receipients’ in-box. The body copy conveys your offer. It must be simple, yet profound, and able to be grasped in bite-sized segments. Common uses for email marketing:

  • sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
  • sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately or frequently.
  • adding advertisements to email messages sent by other companies to their customers.

Email marketing is practiced daily by companies large and small because the technology’s return on investment can be tracked reasonably accurately ("track to basket").  Furthermore, advertisers can reach substantial numbers of prospects at relatively little cost compared to other forms of advertising, but any user of email marketing must be aware of and conversant with CAN SPAM rules and regulations.