The use of email to communicate with an audience, nurture relationships, promote offers, and encourage action.
A direct channel for education, retention, sales, and ongoing customer communication.
Short and sweet:
The use of email to communicate with an audience, nurture relationships, promote offers, and encourage action.
A direct channel for education, retention, sales, and ongoing customer communication.
See also: Email Automation, Open Rate, Click-Through Rate
Email marketing sends targeted messages directly to a list of subscribers who’ve opted in, covering everything from newsletters and promotional offers to automated sequences triggered by specific customer behavior. Because a business owns its email list outright, unlike a following built on a social platform, it isn’t subject to a sudden algorithm change limiting who actually sees a message. Success here depends heavily on list quality and segmentation, since a message that’s relevant to a smaller, well-targeted group typically outperforms a generic blast sent to an entire list regardless of individual interest.
Morning Brew built an entire media business on email marketing, growing a free daily newsletter into millions of subscribers before ever selling a single subscription.
A clothing retailer like J.Crew relies heavily on this channel during the holidays, sending near-daily promotions that account for a huge share of its seasonal revenue.
Nonprofits often depend on the same approach for fundraising, sending a well-timed year-end appeal that can bring in a disproportionate share of annual donations in just a few days.
