Marketing can also be described as the process of planning, and directing the processes of identifying and fulfilling the needs of individuals and organizations through exchanges, which create superior value for all parties and satisfy individual and organizational goals.

Today it is fashionable to talk about the new economy as our markets are characterized by hyper competition and technologies are challenging every business.
Companies are adjusting their marketing practices to meet new conditions like e-business and CRM.E-Commerce has given a rise to E-Marketing, which describes company effort to inform, communicate, promote and sell its products.

Technology has the answer, views have been expressed that an unrealistic expectation of power of technology is the cause and there is no slowing to Information Technology. The new technological capabilities has led to launch various services like E-mail Marketing, Online buying and various other customer centric services.

The current market downtown presents challenges and opportunities for better marketing strategies and talking about Email Marketing, it by far is the most important as well as the most common form of online marketing. Why is it so important and how has it developed as a powerful tool in the recent years? The reason is simple because it is "EFFECTIVE".
It helps the user to identify with a particular product or information.
A recent survey carried out by a famous portal dealing with household products showed that 63% credited Email Campaigns. In contrast, 38% mentioned banner ads, and only 29% cited traditional advertising.
Getting people to subscribe to your email newsletter or E-Campaign may be critical if you request too much information on the subscription page or the newsletter description is weak, you'll lose prospects. If your estimate is high, you may want to revamp your approach.
Here are a few tips to optimize list growth. This list isn't all-inclusive and the goals aren't mutually exclusive.

- " The Tone of your brand: what it is and what it should be? "

What's the tone of the messages you send out?
There are three general answers to that question: 1) Serious, business-like, formal, dry; 2) Light, breezy, personal, happy, cheerful, or; 3) (and most likely) we have no idea - what are you talking about? When you rent an opt-in e-mail program or a service by a website which is to send mailers, they are well thought-out, well designed, well planned and well timed - or should be. But where do they fall in the continuum between impersonal spam intent on selling another CD of e-mail addresses, a formal notification that your product has been known to cause hazards in PC's,
Somewhere in there is the personality you express with every message you send out. Good, bad or indifferent, realize that the tone of your message is communicating as much about your company as the offer you're sending out. Top advertising and marketing people decide on the image they want to project, and do their best to be consistent. Likewise Customer service people should also follow their lead.

- RSVP (Response Soon With Pleasure)

How quickly you respond makes a huge impression on the other side of the screen. Scoring maximum personal points, for responding fast. To the customer, is quite a task if not paid heed to?

If they're trying to buy an eveningwear from your Web site, an hour may be too long. While, you should never let e-mail sit unanswered for more than 24 hours, answering sooner is always better than later. An instant auto-response, that bounces back telling you that your message was received aren't necessarily a positive brand experience either. Especially if it has the feeling of those awful messages on hold about how important your call is and would you please hold for the rest of your life.

If e-mail languishes, unanswered within your company, the possible reactions are that your e-mail doesn't work, your organization isn't bright enough to make it work, you're too busy at the moment, or you simply don't care about your customers at all.

- The Personality Database

Are you formal? Curt? To the point? Does your e-mail look like guard on heels protecting the firm from liability claim? Does your messages include sentiments of concern? Do they show a sincere interest in the customer as an individual? Do you have a collection of answers to frequently asked questions that you, your sales people, and your customer service representatives draw from to help speed their response time? Who writes those? What personality do they project? Are your messages chatty? Casual? Personal? Do they give the impression that your company is open, friendly and genuinely interested in you is customers' well being?

Discuss the image you want your customers to have of the company and decide which perceived personality traits are the most important. Then outline a policy that communicates this image to those in your firm who communicate through e-mail. Give them some tools that will help them reflect those traits. Write a bunch of sample copy to show them what you mean.

Finally, and perhaps most important, randomly monitor the e-mail communications that go out. You might be able to pick a couple of bad apples out of the barrel just in time. The most common mistake made by Web builders is thinking the on-going relationship is a one-way street. Internet is a communication medium but often overlooked as a broadcasting medium which means people fail to exchange ideas, and just spray them out.