This is a form of direct digital marketing in which e-mail is used as a means of communication with customers and prospects who are included in a mailing list. Advantages of e-mail marketing are:
- It is relatively cheap.
- Your message arrives instantly.
- The recipient can take immediate action on the mail.
Disadvantages of email marketing are:
- Clicking away behaviour of the recipient: “Not right now.” You put the mail away for a while and read it later.
- A message does not stand out among the many e-mails received daily. A mail piece, on the other hand, is literally in your hand and stands out more.
- Email is volatile.
- A message in an e-mail often does not stick as well as in a physical Direct Mail.