Permission-based email in small businesses

<p>The growth of advertising opportunities from traditional advertising to the use of the </p><p>Internet has changed how advertisers approach their marketing and how customers perceive and respond to advertising. Internet advertising has continued to grow as a preferred and substantial part of electronic marketing efforts in both business to business (B2B) and business to consumer (B2C) markets (Bilos Turkalj & Kelic 2016). As electronic marketing has continued to grow including Internet and social media advertising the issue of usability of e-mail as a marketing communication channel has been questioned by some practitioners. The growth of e-mail has led to communications clutter including spam messaging phishing schemes and virus proliferation. </p>