• Email marketing objectives help businesses better target their email subscribers.Email LCD display image by Alex Yeung from Fotolia.com
  
  Email marketing is a popular digital marketing tactic used by businesses and organizations to communicate with their customers, vendors and donors. While email marketing objectives vary from company to company, they are essential to planning well-targeted online campaigns.
  
  

Support Offline Marketing

• Email marketing can help business owners support offline marketing efforts they're using to target their consumers. With integrated marketing campaigns, email plays a major role in communicating consistent marketing messages. Handle this by designing pieces to look similar, sending efforts around the same time and using an offline effort to get customers to sign up online to receive a free report or white paper to their email inbox that reinforces the initial marketing message.
  
  

Educate Customers

• Non-profit organizations often use email marketing to inform their donors and supporters about their organizations, fundraising events, programs and initiatives. Email marketing gives them an opportunity to educate a large portion of their customer base at one time with a unified message. Businesses use email marketing to educate their customers about products and services and to offer them free tips and advice.
  
  

Promote New Products

• Email marketing campaigns are often created to introduce and promote new products to current and potential customers. The email message reviews the features and benefits of the product and gives customers a visual image of the product. Emails to promote new products may include a coupon or special offer to try the product at a discount or with free shipping.
  
  

Generate New Leads

• Businesses looking to generate new sales leads through email marketing take advantage of integrating social media and email by adding social sharing links and buttons to their email marketing campaigns. These buttons give email subscribers a variety of ways to share information a business sends to them. Email messages can be instantly shared on social networks like Twitter, Facebook and Digg.
  
  

Increase Website Traffic

• Whether a business is launching a new site or adding new content or features to an existing site, email marketing is an effective way to spread the news to current and potential clients who have opted in to receive communications. By sending an email that contains the features and benefits of the site and the web address, businesses can increase website traffic and track results.
  
  

Get Customer Feedback

• Customer feedback helps businesses determine whether they are providing their customers with quality products and services, the level of their customer service and where they need to make adjustments. Email surveys are an ideal way to solicit customer feedback and instantly receive the results.