There may also be other aims that are not directly related to sales, such as gaining more insight into online customer behaviour, which is a research objective.

The list below gives potential future e-mail marketing applications.

• Generate leads from prospects (using a rented list).
• Convert leads to customers (follow-up a-mails).
• Sell more/additional products to existing customers (using a house list).
• Deliver regular information to keep you at front-of-mind (e-newsletters).
• Reduce churn: remind of renewals, e.g. subscription, contract expiry.
• Deliver customer service.
• Deliver loyalty programmes.
• Increase brand awareness and interactions with brand.
• Sales promotions.
• Announce new products, services, pricing and policies.
• Conduct market research by delivering surveys and focus groups.
• Conduct market research by pretesting response to different offers and creatives
  for TV or print ad campaigns. 
• Alert customers to events in the marketplace.
• Invite customers to take part in online discussion, webinar or offline event.
• Drive visitors to web site to help achieve any of the above.

Many of these applications are achieved in conjunction with the web site and offline marketing.