Q.What is email marketing? State any four features of good email marketing.

Email marketing reaches a customer's personal inbox directly, which makes consent and personalisation especially important.

Email marketing is the sending of commercial messages — offers, newsletters, product updates, and reminders — directly to a list of people who have shared their email address, usually with their consent. It is one of the oldest and most cost-effective digital channels because it reaches a person's personal inbox.

Features of good email marketing (any four):

1. Permission-based — sent only to people who agreed to receive it; sending unwanted bulk email (spam) annoys recipients and can breach the law.
2. Personalised — using the recipient's name, location, or past purchases so the message feels relevant rather than generic.
3. Automated — for example, a welcome email when someone signs up, or a reminder about items left in a shopping cart, sent automatically at the right moment.
4. Easy to unsubscribe — every message should give a simple way to opt out, which is both courteous and legally required. …

Do not describe email marketing as simply 'sending emails to everyone' — that is spam. Good email marketing is permission-based and always offers an unsubscribe …