When email marketing is the procedure that involves sending of commercial email to group of people. Meanwhile, if you look at a broader aspect, then an email which is sent to a consumer or a potential customer also comes under email marketing.
Businesses conduct email marketing strategies to build brand awareness through the transmission of advertisements and to solicit sales. It can be done by sending an email to existing customer base or by selling lists respectively. In addition to that, the current customers can be persuaded for the purchase of certain products or services through email marketing.
Email marketing can be in a form of direct marketing, which involves sending an email intended for communication through promotional message. This form of marketing can be used to track return on investment. It is one of the most effective means for professional internet marketing and comes second to search marketing.
When compared to traditional forms of print advertising, email marketing is cheaper. That is because email marketing saves a lot of cost for designing, printing, or packaging of printing materials. Also, email marketing is a lot cheaper when compared to TV and radio advertisement platforms.
However, the main essence of marketing through email is that your targeted customers must be able to read your emails.
There are reasons why your clients do not respond to your emails and there are also some things you can do to make them respond. Read this for tips: http://fortune.com/2016/10/13/email-etiquette-business-professional/