Today, email marketing can be referred to one of the most important elements of business communications with their clients. The primary purpose of this paper is therefore to review the extant literature on the processes of email marketing activities and their results in today’s business world. Through this paper, quantitative evidence derived from marketing data analysis complements the qualitative data from case studies to analyze the effectiveness of different email marketing approaches. Examples of key areas are content targeting, frequency and timing of email sending, adaptation for mobile variants, and the usage of automation instruments. The study further confirms its hypothesis that highly targeted, relevant, and properly designed emails increase customer awareness and the resulting conversion dramatically. This paper also discusses the problems associated with marketers for instance achieving high deliverability rates or not being directed to spam folders. In addition, it assesses the place of new technologies in the development of future email marketing. Finally some business implications for better and efficient email marketing are suggested, followed by a brief note on the scope for further research. In certain respects, it provides a snapshot of contemporary email marketing practices that can be of use to marketers attempting to position themselves in an ever-changing digital environment.