Is directly sending a commercial message, typically to a group of people, using email.
In its Broadest Sense
Every email sent to a potential or current customer could be considered email marketing.
It usually involves
Using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Targeting of consumers
In general, email marketing is a more evolved, digital form of traditional direct mail marketing.
Email marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.
If compared to standard email, direct email marketing produces higher response rate and higher average order value for e-commerce businesses.
The data gathered by testing in the email channel can then be use across all channels of marketing campaigns, both print and digital.