EMAIL MARKETING AS A TOOL OF MARKETING COMMUNICATIONS: ADVANTAGES, DISADVANTAGES, TYPES AND ITS EVOLUTION

Abstract

The article is devoted to the analysis of email marketing as a vital tool of marketing communications in the contemporary business environment. Despite its widespread application, the fundamental research aimed at a deep theoretical understanding of email marketing as a standalone tool remains scant. This analysis endeavors to bridge this gap by synthesizing existing knowledge and practical experiences related to email marketing over the past three decades. The study systematically examines various definitions from seminal figures and authoritative bodies in marketing, like Philip Kotler and the American Marketing Association. These definitions articulate the process-oriented nature of marketing communications, designed to influence the perceptions and behaviors of targeted audiences, thereby supporting the goals of marketing strategies. Utilizing an analytical synthesis approach, the paper reviews literature from pioneers and contemporary scholars, alongside insights from prominent marketing platforms. This comprehensive examination underscores the evolution of marketing communications from straightforward advertising to complex, multidisciplinary studies incorporating elements of psychology, sociology, and economics. Historically, marketing communications have transformed significantly, influenced by media developments from television to internet-based platforms. This evolution highlights the increased complexity of engaging with digitally-savvy consumers. In conclusion, the study advocates for a structured exploration of email marketing, emphasizing its historical development and substantial role in practice. It critically assesses the integration of email marketing within broader marketing strategies and suggests areas for further scholarly investigation. This research not only enriches the theoretical landscape but also provides practical insights for optimizing email marketing strategies in a rapidly evolving digital marketplace.