In one line, email marketing is how you send advertising and promotional messages through emails. Emails provide direct access to a vast market. Almost every person uses an email account. Hence, you can use this platform for cheap, fast and effective marketing. It allows you to connect businesses, products, and services to relevant consumers. And earn in the process too! Email is known among marketers as a highly flexible tool. You can create simple or flashy messages and send it to an extensive network with a single click. Emails can contain multimedia, texts, videos, links, images and many other features. The message generation depends on marketing goals. Some messages require simple texts, while others need links, images, and other flashy elements. Targeted marketing is the most significant benefit of email marketing. Other tools such as television, radio, or even print don't provide a precise demographic to target. However, this is not same as in email marketing. Personalized messages are created to focus different sets of consumers or individuals. Targeted lists are generated that includes past customers who present higher chances to respond to specific messages. Hence, email marketing gives high ROI to the campaign managers. Variety of tools, techniques, and efforts are required to enhance the pace of email marketing further.