Today, email marketing has come of age. Unlike the earlier days when businesses filled the inboxes of their prospective clients with massive blocks of text, today email marketing has become more subtle and targeted. While earlier people did not even bother to open emails from organizations, now a business executive takes every mail from an organization as an opportunity. This change in perception did not happen overnight; it is the result of years of research on customer behavior and use of the latest technology. Even email copywriting has gone through a sea change over the years and use of appealing GIFs, videos and graphics have become an integral part of every email marketing strategy.