Email marketing is a direct marketing platform by which a commercial message is sent to a group of people using email (electronic mail). In deeper marketing terms, every email sent to a potential or current customer is a form of email marketing. In email marketing, emails can be used to send ads, request business patronage, or solicit sales or donations, with the sole aim of building loyalty, trust, or brand awareness. Email marketing can be done to either opt in lists or a current customer database. Majorly, the term 'email marketing' is usually used to refer to sending email messages with an aim of enhancing the relationship of a business (product or service provider) with its current or previous customers, to establish customer loyalty for continuous patronage, acquiring new customers or convincing current customers to purchase something immediately.