According to several expert email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. My friend said that the term use to refer to sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business, sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, adding advertisements to e-mails sent by other companies to their customers, and sending e-mails over the Internet, as e-mail did and does exist outside the Internet. According to expert email marketing is popular with companies for several reasons: A mailing list provides the ability to distribute information to a wide range of specific, potential customers at a relatively low cost. Compared to other media investments such as direct mail or printed newsletters, e-mail is less expensive. An exact return on investment can be tracked and has proven to be high when done properly. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic. This are some advantage of having a email marketing software or email marketing service.