• Sending emails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat
• business.Sending emails with the purpose of acquiring new customers or convincing old customers to buy something immediately.

• Adding advertisements in emails sent by other companies to their customers.

Email marketing (on the Internet) is popular with companies because:
• The advantage of a mailing list is clearly the ability to distribute information to a wide range of specific, potential customers at a relatively low cost.
• Compared to other media investments such as direct mail or printed newsletters, it is less expensive.
• An exact Return on investment can be tracked ("track to basket") and has proven to be high when done properly. Email marketing is often reported as second only to • search marketing as the most effective online marketing tactic.
• It is instant, as opposed to a mailed advertisement, an email arrives in a few seconds or minutes
• It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
• It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc. These can be used to measure open rates, positive or negative responses, correlate sales with marketing.
• It is instant, as opposed to a mailed advertisement, an email arrives in a few seconds or minutes.
• It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
• Advertisers generate repeat business affordably and automatically
• Advertisers can reach substantial numbers of email subscribers who have opted in (consented) to receive email communications on subjects of interest to them
• Over half of Internet users check or send email on a typical day.
• Specific types of interaction with messages can trigger other messages to be automatically delivered.
• Specific types of interaction with messages can trigger other events such as updating the profile of the recipient to indicate a specific interest category.
• Green - email marketing is paper-free.