What sort of email?

In its broadest sense, the term covers every email you ever send to a customer, potential customer or public venue. In general, though, it's used to refer to:

• Sending direct promotional emails to try and acquire new customers or persuade existing customers to buy again, Gravytrain Limited does this well.
• Sending emails designed to encourage customer loyalty and enhance the customer relationship
• Placing your marketing messages or advertisements in emails sent by other people

Gravytrain Limited think of these three main forms of email marketing as the electronic equivalent of:

• Direct mail
• Sending people a print newsletter
• Placing advertisements in subscription magazines and newspapers
  There is, however, one extremely important difference - the issue of permission (see later).