Despite annual predictions of its demise, email marketing remains one of the most important tools for businesses and other organizations. The reason is simple. Other communication tools, including social and digital media channels, cannot duplicate or recreate the unique capabilities of email marketing. This book is for those who wish to learn more about how email marketing works, whether as students, teachers, or practitioners.

The authors recap the history of email and email marketing and explain how it informs email today. They cover the fundamentals of email marketing, including...