Email marketing can be described as a direct marketing channel intended to send a message to a group of email users that have some common trait. In a broad sense, every email that is sent to a current or potential customer can be regarded as email marketing. The email marketing channel is used to request businesses, press sales, or donations, and send ads aimed at building brand awareness, loyalty, or trust.The email marketing market stood at US$1.5 bn in 2010 and is expected to be worth US$6.5 bn by 2018, rising at a phenomenal 20% CAGR from 2012 to 2018.
However, growth of the email marketing market has been challenged by the unorganized industry sectors, such as family-run businesses, especially in developing economies. Furthermore, developing markets require customer-centric marketing, which matches the cultural and social norms of these markets. Thus, email marketing is not an effective solution for these markets, which hampers the global market for email marketing.
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