Chapter 18. Understanding Email Marketing

The next type of online marketing we discuss has been around even longer than web advertising. (Email predates the Web, as those of you steeped in Internet history well know.) It’s a form of direct marketing over the Internet, and it’s bigger than traditional postal mail marketing and has been since 1995.

Email marketing is simple in concept; it involves sending promotional messages via Internet-based email. But it’s not so simple in practice, as you have to differentiate between opt-in and unsolicited email messages. The former qualifies as legitimate email marketing; the latter is spam, pure and simple, and nothing you want to be involved with.

Email Marketing Is Big Business

How important is email ...

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