Email marketing has moved on from the early days of mass blasts with generic messages and little targeting. Mass broadcasts still occur, but much of email marketing these days is far more sophisticated, timely, and personalised. This lesson will help you to: Understand the benefits of email marketing and where it fits into the marketing mix. How to use email marketing for acquisition, with tips on how to build your own list. The regulations around use of email for marketing and how to avoid breaking the law. How to use email for customer retention and in particular how to automate the process. How to optimise by tackling each stage in the process in turn. Some of the tools you can use to help.