Email marketing can be used to build customer loyalty through relationships, drive immediate sales of new and existing products, and help brand awareness. While Gmail initially presented challenges for marketers by sorting emails into primary and promotional bins, marketers adapted by asking customers to add their messages to the primary bin. Effective email campaigns focus on building an engaged list internally, obtaining clear user permission, providing valuable membership content, and including contact options to measure campaign effectiveness through analytics software.

1. Email Marketing
 Customer Loyalty - purpose of building and enhancing relationships
 Immediate Sales - acquires new customers and getting existing customers to buy more
 Branding - advertisements affiliate marketing
GMAIL
 Solved the spam problem and generated leads from that (logins, cookies)
 Promotions bin was tough on marketers
 Marketers had to ask customers to add their messages to the primary bin instead of promo
Tips for Email Campaigns
 Build list internally
 Keep track of how permission was obtained from user
 Make membership valuable
 Provide contact phone and email for users who want to access more information
 Software to track and measure effectiveness