Email marketing is actually a direct marketing strategy which makes the use of electronic mail as a source for commercial communication and fundraising messages for the audiences. In practical sense each and every e-mails that are sent to current and potential customer can be considered as Email marketing.
Email Marketing involves the following transaction:

• One of them is sending e-mails by merchants to their previous and current customers for enhancing this relationship between them, so as to gain customers loyalty for repeated business.
• Another purpose of sending e-mails is to acquire new customer and also to convince current customers for purchasing something immediately.
•  Another purpose is to provide advertisement of the products of companies through emails.

Advantages of Email Marketing:

• Through Email Marketing one can easily track the various returns on their investment and thus reduces the manual labor.
• It’s very easy, as one has to simply sent emails, which can be very easily done and the customer can also respond to it very easily by replying through emails.
• This marketing strategy is very fast compared to others as it uses internet, which is lightning fast.
• The capital investment in this type of marketing is very low compared to others.
• This is a very cheap marketing procedure, as there are no charges employed for sending emails. It’s completely free of cost; the only thing required is a net connection.   

Email Campaigns:

Email marketing works well only with the success Email Campaigns. Success of Email Campaigns depends on the following factors:

Healthy Email list:

 In Email marketing about 40% of total campaign response is due to email list. Thus before starting the campaign one should ensure that all records in the list is permission based, active, up dated and targeted. On violating this step it’s very difficult to get success in Email marketing, so one must give much budget and time while preparing the list.   

Campaign offers:

The next 40% of total campaign response depends on campaign offers. This ensures valuable and relevant products to the customers by presenting them the new offers available in that season.

Creativity:

Rest 20% of campaign response depends on creativity. The emails should be made with such creativity so as to gain the attention of the customers. If the customer gets impressed with the creativity then half of the work is already done. So, one should not avoid this important issue to get ultimate success in Email marketing.

Email Advertising:

These days Email Advertising has become as common as postal, TV or others forms of advertising. Every day one can found at least one advertising email in the inbox, specifying about some product and its attractive features. Though most of the times people ignore these emails and consider them as spam, but still the net success are very impressive and thus it grabs the attention of the merchants towards Email Advertising. The main advantage of this advertising is that it’s a very cheap mode of advertisement and is thus the most effective tool to stay in touch with current, new and previous customers for effective working of Email marketing strategies.