Email Marketing

Email 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 emails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business
• sending emails with the purpose of acquiring new customers or convincing current customers to purchase something immediately
• adding advertisements to e-mails sent by other companies to their customers
• sending emails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO)

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