Email marketing refers to sending of commercial message to individuals or a group of people with the use of email. In broader sense, if a mail is sent to current or potential customer then it can be considered as email marketing. 91% of the users of email check their inbox for mail at least one time in a day. 59% of the respondents of survey say decisions related to purchase are influenced through email. The conversion rate of email marketing is 2.3% as compared to social media i.e. 1% only.

Whether through an event, website, or store it is important to make it clear that when the customers are willing to opt to receive the emails.

The sender of email must adhere to CAM-SPAM Act. Under this rule, a non-deceptive line of subject shall be included along with method to unsubscribe, and address and name at the end of the mail.

Email shall not always be about sending ads for buying instead it can be used for sharing information about the company or its new products.

Emails shall be optimized for mobile usage as the stats shows that approximately 50% of the emails are opened on cell phones.