E-mail marketing is a powerful digital marketing tool used to communicate with customers
across digital multi channels and personalizing the message to different customer segments
(Ryan & Jones 2012, 127). By reaching customers online, businesses ensure a high brand visibility
and services awareness.
Customers read email promotions or newsletters following their hand raising subscription. In
such instances, they will recognize the brand and as long as the communication is expected
they will consider the offer as something valuable, tailored for the specific group they belong
to (Ryan & Jones 2012, 127).
According to Mullen & Daniels (2008, 6) there are 5 key types of email which can be creatively
fitted in any email marketing campaign as shown in Figure 5.