What Is Email Marketing?

Email marketing is directly marketing a commercial message to a group of people using electronic mail (email). Though it is more commonly thought of as using email to send ads, request business, or solicit sales or donations, any email communication that is meant to build loyalty, trust or brand awareness qualifies.

By the above definition, any email communication sent on behalf of a business or organization qualifies as email marketing – even if it only contains text. Professional Email Marketing is employing a service or program that provides:

	Permission Based List Building - Also known as “double opt-in,” this is the creation of an email list by providing a signup box for prospective email contacts and confirming their approval with a follow-up email.
	List Management - The ability to organize, edit, segment, grow and manage a database of customer or client email contact information.
	Rich Content Integration - The addition of graphics, audio, video and text using templates and a “drag-n-drop” editor
	Campaign Creation - The capability to organize and structure large volumes of email messages by theme, branding and schedule.
	Unsubscribe Features - Providing the potential for an email contact to quickly and successfully be removed from future campaigns should the person no longer wish to participate in your promotions.
	Online Reporting - The means to track the sending of individual email campaigns, at what rates they were opened and which emails were “bounced” as undeliverable to bad addresses.

	Better Business Communication - Your email is organized and has an appearance that is befitting a company or organization that is professional.
	Target Marketing - Because you can use custom fields to sort and segment your contact list into smaller lists, you tailor your promotions effectively by demographics.
	Very Cost Effective - Email Marketing is cheaper than traditional mail because there is no postage to buy.
	Environmentally Friendly - There is no paper to print and ink is not involved in your communications.