Email marketing is a form of direct marketing which communicates with potential or current customers to encourage repeat business by using electronic mail to bring the merchants' products directly to the notice of future or present customers. Many companies throughout the world participate in email marketing and there are many services available to these companies. The amount of money spent throughout the world on email-based marketing services would add up to many hundreds of millions of dollars.

Email marketing particularly refers to emails that are sent with the sole purpose of enhancing the relationship of a company with its current or previous customers in order to encourage the ongoing loyalty and repeat business of the said customer. Emails that are sent solely to obtain new customers and to encourage existing customers to purchase something are considered to be email marketing. It is not difficult to get permission from customers to send emails. Simply ask if they would be interested in an offer of a bonus or discount on items that are offered for sale on your website or offer to keep them up to date with promotions you will be held in the future and people will sign up.

The reason that email-based marketing is so popular with marketing companies is that they can reach very large numbers of customers who have consented to receive email communications on products that interest them. Email marketing is an extremely effective marketing tactic and the return on investment has proven to be very high when carried out properly.

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