What is Email Marketing? - Definition & Types

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  • 0:04 What Is Email Marketing?
  • 1:30 Purpose of Email Marketing
  • 2:30 Benefits of Email Marketing
  • 4:01 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

Email marketing is a common and effective method to communicate with customers. This lesson explains the use and benefits of email marketing as part of the marketing strategy.

What Is Email Marketing?

Let's say you own a store that sells children's clothing. You receive a shipment of summer clothes and swimwear, and you're anxious to tell your customers about the cute new selections as well as see immediate sales results. You create an email that includes photos, product information, and a special coupon that's only valid for 24 hours. Within minutes of sending your email, you get responses in the form of questions, comments, and orders. Your email marketing brings immediate results.

Emails are electronic messages that are sent to communicate a wide variety of information, including specials, product information, policy changes, free shipping offers, and more. Email marketing is the strategy of using electronic messages to promote products, educate customers, and encourage sales.

Through email, companies can target specific customers who are interested in niche products or programs. It also provides quick and immediate communication, allowing companies to send emails to customers and get results almost instantly. Additionally, email marketing is effective in building brand awareness and customer loyalty. By communicating regularly with your customers, you encourage repeat business and a stronger connection to your business.

Purpose of Email Marketing

Email has become a very popular form of communication in business. The purpose of email marketing is to reach your customers quickly and increase business instantaneously. When used as part of a marketing strategy, email can:

  • Quickly and easily share information with customers
  • Be used to gather marketing data
  • Be tailored to customers based on their needs and preferences

In your children's clothing store, you could ask customers basic questions when you gather their email information to help segment them based on what types of emails you want to send. For example, you might divide your customers between those seeking boy and girl products, by the age ranges of their children, and by what types of products they're most interested in purchasing, such as clothes, toys, or educational products. Email marketing is flexible, allowing you to send offers to those customers who will be most interested in what you are offering.

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