Consumers in general receive a lot of news, offers and frequent buyer letters by email. On one hand the amount of emails creates challenges but, on the other hand, it is a great opportunity to stand out from the masses with well-functioning communication. The key concepts in consumer communications are targeting, up-to-date registers and distinguishable and personalized content, not forgetting to respect marketing bans and making unsbscribing easy for those who want to. Only a few years ago, email marketing was considered as unwanted spam but the situation has changed and is still changing towards better. With the help of modern technology, the marketers will get closer to their audiences than ever before.