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Email marketing can be described as a direct marketing channel intended to
send a message to a group of email users that have some common trait.
In a broad sense, every email that is sent to a current or potential
customer can be regarded as email marketing. The email marketing
channel is used to request businesses, press sales, or donations, and
send ads aimed at building brand awareness, loyalty, or trust.The
email marketing market stood at US$1.5 bn in 2010 and is expected to
be worth US$6.5 bn by 2018, rising at a phenomenal 20% CAGR from 2012
to 2018.
Email marketing is gaining popularity due to a few favorable aspects that
are the backbone of these services. First and foremost, the
increasing reach of the internet across distant corners of the globe
has proved favorable for this channel to be looked upon as a
mainstream marketing medium. Hence, businesses of all types,
regardless of their size, are increasingly using email marketing.
Businesses have recognized the advantage of reaching a large consumer
base using this medium, which is economical in terms of both cost and
time.
However,
growth of the email marketing market has been challenged by the
unorganized industry sectors, such as family-run businesses,
especially in developing economies. Furthermore, developing markets
require customer-centric marketing, which matches the cultural and
social norms of these markets. Thus, email marketing is not an
effective solution for these markets, which hampers the global market
for email marketing.
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