Email marketing is a form of direct marketing that uses email to send promotional messages, in contrast to broadcast email (spam).
Email marketing can be used to market a wide range of products and services, from consumer products and services to business-to-business services. In addition to sending product promotions, email marketers can also send announcements, company news and updates, website information and more.
Email marketing is a powerful way to build relationships with customers. According to the Direct Marketing Association, consumers who receive emails containing special offers are 60% more likely to purchase those products than non-recipients. However, email marketers must comply with anti-spam laws.
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.