In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

Email marketing is, quite simply, using the tools of email to deliver advertising messages. Almost all internet users have email accounts which allow them to receive an almost unlimited number of messages instantly. According to a survey conducted by Pew Internet, 82% of adults use the Internet, and email is one of the fastest, cheapest and easiest ways for marketers to connect with customers.

One of the greatest advantages of email marketing is that it allows marketers to send targeted messages. Print, radio and television ads are broadcast indiscriminately and frequently reach consumers who have no interest in the product offered. But email marketing allows companies to tailor certain ads to certain customers. If a customer has shopped for a brand of shoes in the past, companies can email them coupons for that same brand knowing that they have already expressed an interest.

An email marketing strategy is part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals.