Email marketing is all about sending commercial messages to customers via email. Through email marketing, marketers try to promote brand awareness among customers, establish better relationship between a company and its customers and persuade new and current customers to make a purchase. Undoubtedly, social media marketing has become extremely popular these days but it really does not mean that email marketing has become ineffective. It is a more powerful marketing tool to connect with online customers as compared to social media. According to an article published on www.mckinsey.com in 2014, “E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher" . Let us discuss the benefits of email marketing that has made it more popular than other forms of marketing.

Email marketing is really simple. What you have to do is to maintain a mailing list and send company’s commercial messages on email addresses mentioned in mailing list.

Email marketing pushes sales and converts more leads into customers. According to findings of a report published on website of Direct Marketing Association (DMA), “66 percent of online consumers made a purchase as a result of an email marketing message’ According to Email Marketing Benchmark Report published in MarketingSherpa in 2013, “60% of marketers believe email marketing produces positive Return on Investment ( ROI)". It is to be noted that email coupons are very effective in driving both online and in store sales. According to a report published in Neilson in 2014, "27 percent of online shoppers subscribe to store or product emails to save money". According to a report published in Deloitte University Press in 2013, 65 percent of consumers responded that believe email coupons are important for doing grocery shopping online.

Email marketing allows marketers to directly interact with customers which is somewhat difficult with traditional marketing channels. It also enables you to send personalized emails to clients with your user name. In order to improve results of your marketing campaign, you can divide your mailing list into smaller lists and can send personalized messages on these small mailing lists.

Email marketing is highly targeted. Your email marketing messages will only reach those whom you want to target. On the other hand, there is a possibility that ads of your brand on TV, radio, print media or social media might be received by people they are not indented at.