Now-a-days, email marketing has become a chief promotional tool, which informs numerous people regarding a product or service in the quickest time, at the lowest possible cost.

Email marketing has various advantages as a promotional tool. It offers planned and controlled message. It can contact and influence a large number of people at the same time, speedily and at low cost per prospect. It can deliver the same message constantly that cannot be approached by salesmen. It helps to presell goods and pull the purchasers to retailers. It is helpful to generate maximum interest and provide sufficient knowledge of the new product when the innovation is being introduced in the market.

The major aim of email marketing is only one, viz., to sell something – a product, a service, or simply a proposal through effectual communication. It is used to encourage buyers that they have really made the best purchase. It is also used to endorse the bright image of the firm in the society. The main objectives of email marketing are as follows: -

1. Promotion of new product: It can make prospects at least aware of the entry of the new product in the market.

2. Brand patronage: The email marketing programme can aim at consumer alertness and attitudes. Buyers may be induced to buy or repurchase. If the trial is acceptable, consumers may stick with the brand. Therefore, email marketing tries to create and retain brand preference and brand loyalty.

3. Immediate buying action: Promoter may attempt to obtain immediate buying action.

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