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Email marketing means sending commercial messages like Advertisements, Business Requests etc., to group of people through quality email which generates both sales and brand awareness. Direct promotional emails are sent to new customers in order to acquire them and existing customers for persuading them to buy again. The purpose of sending this email is to maintain a relationship with the customers.
Email Marketing is a form of direct marketing; It is user friendly and very cost effective. Email Marketing can be more than just text; Rich media formats can provide images and gives texture and flavor to the product or services.
There are nearly 4.1 billion users worldwide. Users maintaining multiple email accounts for different purposes. Direct mails and Transactional mails are the types of mails which can be used for the marketing. Later Mobile Email Marketing concept has evolved that generates a larger traffic through smart phones. It is possible that emails can be generated according to the tracked behaviors of the consumer.
Modern Email Marketing is mainly focused on pull strategy rather than push strategy.