[dropcap]E[/dropcap]mail marketing is directly marketing a commercial message to a group of people using electronic mail email.
It usually involves using email to send ads, request business, or solicit sales or donations, and any email communication that is meant to build loyalty, trust or brand awareness. Email marketing can be done to either cold lists or current customer database.

Types of email marketing :-

• Email newsletters


• Transnational emails


• Direct emails.

Email Newsletters are direct emails sent out on a regular basis to a list of subscribers, customers. The primary purpose of an email newsletter is to build upon the relationship of the company with their customers/subscribers.

Transnational emails are usually triggered based on a customer’s action with a company. Triggered transnational messages include dropped basket messages, purchase or order confirmation emails and email receipts.
The primary purpose of a transnational email is to convey information regarding the action that triggered it. But, due to it’s high open rates (51.3% compared to 36.6% for email newsletters[2]), transactional emails are a golden opportunity to engage customers; to introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails. There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs).

Direct email involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies.