Email marketing for businesses isn’t a new concept. A lot has been happening over the past few years with email marketing, and the discipline is still always in motion. Altered behaviors and expectations by consumers call for new email marketing methods. Approaches like personalization and segmentation are transforming company newsletters from anonymous bulk emails into customized emails. Email marketing requires more than just sending out the occasional newsletter. Today, marketers also need to set up and maintain subscriber lists, create and design relevant emails, and send these out systematically. For your email marketing strategy to be effective and successful, it is imperative that you utilize the technical options available continuously optimize the process through the use of modern analytical tools. If your business isn’t already taking advantage of this powerful and massive marketing channel, you're missing out on an effective way to reach your target audience.