Email marketing is the use of email to promote products and/or services. But a better email marketing definition is the use of email to develop relationships with potential customers and/or clients.
Email marketing best practices include developing your own email list rather than buying an email list(s) and making participation in your email list opt-in rather than opt-out (using permission-based email marketing). Email should also be optimized for mobile usage as according to statistics over half of emails are opened on mobile devices.
Emailing is an inexpensive way to advertise your company and its products and/or services compared to many other types of marketing. It's also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.
Email has an ability many channels don’t: creating valuable, personal touches – at scale. -David Newman
An email address is like a customer’s “digital fingerprint”. -David Daniels
Every email is a customer survey of your target market, by testing they vote on what resonates best with them. -Kath Pay
To get the right message to the right person at the right time you first need to get the right data to the right database at the right time. -John Caldwell