Introduction

This chapter highlights the power of e-mail marketing. E-mail marketing is evaluated in comparison with traditional direct marketing and its benefits and disadvantages are shown.

By the end of this chapter you will be able to:

. assess the benefits and risks of e-mail marketing;

. describe the typical structure and metrics of an e-mail campaign;

. outline the different types of e-mail marketing and how they integrate with other forms of marketing and e-marketing.