Businesses have become aware that personalized marketing messages are more effective than traditional mass media, and thus have begun creating new, more personalized marketing communication strategies. Due to this, advertising through an electronic mail communication channel (e-mail) has become a popular direct marketing tool aimed at conveying relevant marketing information and messages to a targeted group of consumers with the purpose of positioning the brand in the minds of customers. Numerous advantages of e-mail advertising mentioned in this paper are that they relate to personalized content intended for consumers, low costs of creating and distributing messages, regular and legitimate advertising of products and services by sending specialized offers and special promotions, and many others, are mentioned in this paper. The purpose of this paper is better understanding of marketing communication via e-mail, its impact on consumer behaviour and to define the basic concepts that are relevant to this topic. The structure of this paper is divided into five chapters that include defining the terms of marketing, marketing experts and customers, marketing implementation and marketing mix. There are definitions of concepts, meanings and functions of communication, marketing communication and integrated marketing communication, as well as functions, advantages and other characteristics of marketing communication via e-mail with examples.