E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising 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 previous customers.
♦ To encourage customer loyalty and repeat business.
♦ Sending e-mails 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, and sending e-mails over the Internet.