ABSTRACT
Despite common misapprehensions – usually prompted by whatever is the latest fad in digital marketing – the death of email as an effective medium for marketing communication is far from certain. This chapter considers three distinct uses of email for the digital marketer. First is the use of email to deliver direct marketing promotions which, unlike marketing on social media, can have clearly defined objectives and measurable return on investment – with the investment normally being significantly less for email marketing. It is also a common misconception in digital marketing that email can only be used in a direct marketing context – this is wrong as it ignores the value of all email communications as a medium for carrying a marketing message. This concept is investigated before email as the delivery mode for newsletters is examined.
