Email marketing is the targeting of consumers through electronic mail (email).
In a typical email marketing scenario, an organization builds an email list to reach or inform established and prospective customers. An email list may be complemented by a marketing database that allows for customization, data mining, precise targeting or other purposes.
Email marketing has evolved into a specialized niche in digital marketing. It is also known as email campaigns, that have a specific offer or call-to-action designed to make the audience take a desired action. Email campaigns can be closely tracked and modified to maximize success.
Email campaigns are also subject to a number of rules such as opt-in/opt-out requirements and other anti-spam laws. Additionally, the U.S. recently adopted European emails standards known as the GDPR. Understanding these rules is particularly important for companies who market to international customers.