E-mail Marketing is one of the channels of Internet Marketing, which is a Subset of Digital Marketing.  

What is Email marketing?  It is a type of Direct Marketing that involves businesses sending promotional messages via electronic mail to a group of prospects and customers. Every E-mail sent to a potential or current customer could be considered e-mail marketing. It usually involves using email to send advertisements, business requests, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.  Email marketing allows you to create more targeted and personalised messages.

Why E-mail Marketing Is Important for Your Internet Marketing?  Because, it is: 

More effective than social media, especially for customer acquisition:  Don’t get us wrong, social media is an extremely important component in any business’ marketing strategy. Social Media is a great channel for interacting with your audience and strengthening your personal relationships with them. And because of that, it is an important first step towards reaching your ultimate goal – the conversion.  But when it comes to converting people into members, customers or supporters, email marketing is the way to go. A study in the recent years, found that customer acquisition via email marketing has quadrupled in the four years preceding 2013. Email marketing then already accounted for nearly 7% of all customer acquisitions that occurred online.

Economic and Cost Effective:  It’s easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of nearly nothing per message. For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail. With emails, you are still able to create the same imagery with the added benefit of having follow-up information instantly available with one click to your website. By maintaining an updated email list, the cost benefits increase through the closer relationship established with the recipients. Together with the higher response rates that email marketing attracts, you, therefore, get more positive responses, more quickly and at a lower unit cost!

Personal and Customisable:  In email marketing, what you really do is segmenting your audience into lists, and sending each list a tailored email message that resonates with your reader and can provide them with something of value.

When you write a post for one of your social media channels, you address your audience as a whole, whereas by using your email marketing software correctly, you can address people individually by name, split certain topics only for certain members of your list and eventually arrive privately in their personal inbox.

E-mails are Action Oriented:  Whether you realise it or not, everybody is trained to do something with an e-mail -reply, forward, click-through, sign-up, or even straight buying. Think about this! E-mail is transactional by nature and you can use it to direct traffic to your website and ultimately drive sales. As you develop your small business or startup marketing strategy as a whole, using e-mail will allow you to see the results straight away.

E-mail Marketing is Measurable:  There’s no guesswork in email marketing. When you use any email marketing software, you can track who opened your email, which links were clicked, and how many people unsubscribed. You can easily get a picture of how your email campaigns are performing, make adjustments and improve your effectiveness. Email marketing metrics are important to remember as you monitor and measure your internet marketing strategy as a whole.  Further, a lot of email marketing software allows for split testing of your emails. So, choose a better system to make your e-mail marketing more effective.

Mobile devices helps to check e-mails: Since mobile devices have become so common, people are checking their emails all the time—during their office commute or in the waiting room at the doctor’s office or at the grocery store, everywhere.

Marketers Feedback:  As compared to other Digital-Marketing channels, E-mail is top rated by marketers rating it as excellent or good. Social Media Marketing (SMM) and Search Engine Optimization (SEO) are rated second and third by marketers, respectively and this speaks of the Importance and Benefits of E-mail Marketing.