Email marketing is a form of direct marketing service which uses electronic mail as a means of communicating commercial messages to an audience. In its broadest sense, every email sent to a potential customer could be considered email marketing.

Email Marketing usually used to refer to: • Sending emails with the purpose of enhancing the relationship of a merchant with its current customers and to encourage customer loyalty and repeat business.
• Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately.
• Adding advertisements in emails sent by other companies to their customers.
• Emails that are being sent on the Internet

Advantages
• The advantage of a mailing list is clearly the ability to distribute information to a wide range of potential customers at affordable cost.
• Compared to other media investments, it is less expensive.
• An exact Return on investment can be tracked and has proven to be high when done properly.
• It is instant, as opposed to a mailed advertisement. • It lets the advertiser push the message to its audience.
• It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read receipts, click through, etc.
• Advertisers generate repeat business affordably and automatically.
• Over half of Internet users check or send email on a typical day.
• Specific types of interaction with messages can trigger other events such as updating the profile of the recipient to indicate a specific interest category.

Disadvantages
Many companies use email marketing to communicate with existing customers, but many other companies send unsolicited bulk email, also known as spam.
It is frequently difficult for observers to distinguish between legitimate and spam email marketing. First off, spammers attempt to represent themselves as legitimate operators, obfuscating the issue. Second, direct marketing political groups such as the U.S. Third, the sheer volume of spam email has led some users to mistake legitimate commercial email for spam - especially when the two have a similar appearance, as when messages include HTML and flashy graphics.
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