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.

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