What is Email Marketing?

Marketing a commercial message to people or employees using email:

  • To enhance relationships
  • To acquire new customers
  • To advertise new products and services

What can I expect with email marketing?


  • Quick and easy
  • Cheaper than Direct Mailing
  • Can reach a large audience at once
  • Tracking ability when software is used


  • Average delivery rate of 56% according to Return Path
  • 20% rejection rates
  • 8% filtered
  • Need to maintain compliance with CAN-SPAM
  • Moderate fees to run email software

What is the difference between solicited and unsolicited emailing?

  • Solicited or Opt-in emailing - method of emailing advertisements whereby a recipient has consented to receive it (ie:newsletters).
  • Unsolicited emailing - sending emails to recipients who have not agreed to be contacted by the sender. There are strict rules regarding this form of contact and the CAN-SPAM ACT must be followed. Furthermore, the Majority of Email Deployment and Marketing Automation companies do not allow non permission-based/purchased emails lists, and you should review their policies before uploading a list. We recommend using the specialty service from Clickback for prospect emailing to ensure compliance.

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