Email marketing is the act of sending an electronic message, typically to a group of people, using the internet. In general, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

E-mail marketing developed as an effective means of direct communication, in the 1990s. However, millions of users started to receive unsolicited e-mail messages for commercial and other purposes. Referred to as “spam“, user complaints to ISP resulted in the development of filtering programs to block out content from unwanted emails.

There are two types of E-Mails. The first are transactional and the second is direct e-mails. The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers.

Direct email involves sending an email solely to communicate a promotional message such as a retail promotion special offer of manufacturers product catalogue.


Email marketing is popular with companies for several reasons:

  • Email marketing is significantly cheaper and faster than traditional mail, mainly because with email, most of the cost falls on the recipient.
  • Businesses and organizations who send a high volume of emails can use an ESP (email service provider) to gather information about the behavior of the recipients. The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer and demographic data
  • Almost half of American Internet users check or send email on a typical day, 


  • As of mid-2016 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 73% in the U.S.; six percent were filtered as spam, and 22% were missing. This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80% and Brazil at 79%.[8]
  • Additionally, consumers receive on average about 90 emails per day.
  • Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM),[10] the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider‘s acceptable use policy.
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Why should businesses use e-mail when there are other forms of marketing?

  • It is estimated that there will be 4.2 billion email messsages sent between 2019-2021
  • E-mail messages are more interactive with video’s, games and landing page information and much more!
  • Consumers particular Generation Y and Z don’t like to be bombarded by spammy messages. Companies can brand themselves by being genuine and honest about their message/products.
  • E-mail message responses and search engine browsing is done mostly by mobile phone in 2019. If you e-mail and website is not mobile friendly your out of business.
  • AI programs such as Marketing Automation is rapidly being adopted by business of all sizes to deploy trigger based sales/prospecting e-mail messages to run drip campaigns over specified time periods. Autoresponders can be used to personalize your email messages.
  • Its even easier today to use analytical data to measure the effectiveness of e-mail marketing campaigns.

Check Out What is E-Marketing from E-Marketing UK on YouTube:

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Mr. Stephen Whyte

Director of  Project Management

Cell: 647-804-8371