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Email marketing has been around for as long as email has been around. It has evolved into a powerful tool which can be utilized for various purposes. Since email is such a dynamic system which can be molded according to specific needs, it is important to understand its power, scope and tools. To begin with, email marketing includes sending across emails, mostly in bulk to targeted demographics. But it is actually a very strong and powerful medium which can increase profits tremendously if used well and methodically and can also create havoc if misused or not used properly.