Email marketing is the practice of sending emails to leads, prospects, or customers to build relationships, promote offers, and drive conversions.
It’s one of the few digital channels you truly own—and it consistently delivers one of the highest returns on investment.
Types of email marketing
- Newsletters: Keep subscribers informed, inspired, or entertained
- Promotional emails: Announce offers, discounts, or product launches
- Automations: Welcome sequences, follow-ups, re-engagement campaigns
- Transactional emails: Order confirmations, password resets, appointment reminders
Why email still works
- Personal and direct: You’re speaking one-on-one (even if it’s automated).
- Highly targeted: Segment by interests, behavior, or stage of the buyer journey.
- Measurable: Open rates, click-throughs, and conversions are all trackable.
- Scalable: Grow from 10 to 10,000 subscribers without losing control.
Common tools
- MailerLite, ConvertKit, Brevo, ActiveCampaign, Klaviyo
- All offer automation, templates, and GDPR compliance features
Tips for better email marketing
- Build your list ethically—don’t buy it.
- Keep subject lines clear and compelling.
- Focus on value, not just promotion.
- Design mobile-first.
- Always include a clear CTA (call to action).
- Clean your list regularly.
Bottom line
Email marketing isn’t about spam or shouting louder. It’s about showing up consistently with useful, relevant content that builds trust—and turns contacts into customers.
