Broadly speaking, any email that solicits a buying decision is email marketing. This includes advertisements, coupons, newsletters, and so on. Emails can be created and delivered much more quickly than traditional print postal mailers. They are less intrusive and much more efficient than telesales campaigns. Finally, emails allow brands to reach a large audience, while still customizing the message in a way with which traditional advertising simply cannot compete.
As such, marketers identify email as the single most effective channel for promoting awareness, acquisition, conversion, and retention. When targeted email arrives in a customer’s inbox, he or she must make a decision — even if it’s to press delete. This gets the customer involved, and allows email campaigns a chance to move past customer indifference.
Unlike the banner ads that accompany internet browsing, there is no ad-blocking software that can keep out every marketing email from reaching clients. This is a good thing for customers, as 95% of customers opting into favorite brand emails find them somewhat or very useful.