---
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"@id": https://www.twilio.com/docs/glossary/email-marketing#article
headline: Email marketing
description: "*Marketing*. The promotion of a commercial product or service conveyed in an email message."
url: https://www.twilio.com/docs/glossary/email-marketing
inLanguage: en
dateModified: 2026-05-06T13:22:30.000Z
author:
  "@type": Organization
  name: Twilio Developer Education Team
publisher:
  "@type": Organization
  name: Twilio
---

# Email marketing

*Marketing*. The promotion of a commercial product or service conveyed in an email message.

The [US CAN-SPAM Act of 2003][can-spam] defines email marketing as any message in which the primary purpose "advertises or promotes a commercial product or service, including content on a website operated for a commercial purpose."

Examples of email marketing include:

* Coupons
* Newsletters
* [Peer Initiated Invitations](/docs/glossary/peer-invitations)
* Product Announcements
* Promotional Emails
* [Reconfirmation Email Campaigns](/docs/glossary/reconfirmation)
* Special offers

Email marketing attempts to encourage the recipient to take an action:

* Make a purchase
* Download content
* Register for a service
* Attend an event
* Visit a store

The promotional intent of the email requires adherence to regulations, like [CAN-SPAM][] in the US, [CASL][] in Canada, or [GDPR][] in the EU.

[can-spam]: /docs/glossary/can-spam

[casl]: /docs/glossary/casl

[gdpr]: /docs/glossary/gdpr