Email Marketing

What Is Email Marketing?

Email marketing is a digital communications strategy for sending messages to customers or prospects via email. While this includes direct sales or marketing communications, email marketing encompasses a broad range of messaging. Examples include customer service updates, company events, topical news, and useful tips for getting the most out of a product.

An effective email marketing strategy is usually highly programmatic. This means that the sender has developed a long-term plan and schedule for their email campaigns and audiences, as well as their corresponding goals. This strategy includes mechanisms for both pre-planned and automated emails, such as drip marketing and one-time messages like an important service update.

Businesses usually send email advertising and other communications on an opt-in basis, meaning the recipients have chosen to receive messages from that sender. Email marketing is measured by a variety of performance indicators, including open rates, click-through rates, conversion rates, and unsubscribe rates.

Why Email Marketing?

Email marketing is an important, time-tested component of an overall online marketing strategy. Benefits to email marketing include:

  • Control: Unlike some other forms of digital marketing (such as social), a business retains complete control of the messaging and design of its email campaigns.
  • Engagement: When people subscribe or otherwise opt in to receive messages from your company, they’re more likely to actually read them.
  • Data: Email campaigns generate rich data for broader marketing analytics purposes.
  • Optimization: A long-term email marketing strategy offers regular opportunities for testing (including A/B campaigns) and optimization to improve results.

Related Solutions and Resources

Complete Series: The Data-Driven Marketer’s Guides
Complete Series: The Data-Driven Marketer’s Guides

Uplevel your marketing with our guides to Identity Resolution, Multi-touch…

Learn More

How to Make Your Marketing Emails Undeletable with Customer Data
How to Make Your Marketing Emails Undeletable with Customer Data

Wonder how to make your marketing emails undeletable? As consumer expectations keep rising, sending hyper-personalized…

Learn More

The Moments that Move People: How Data Drives Emotion in Marketing
The Moments that Move People: How Data Drives Emotion in Marketing

While tapping into the emotions of millions of consumers may seem like an impossible task, it can be done. Using the wealth…

Learn More

7 Easy Ways to Improve Your Conversion Rate with Marketing Personalization
7 Easy Ways to Improve Your Conversion Rate with Marketing Personalization

ou check the notifications that came in overnight and the multitude of personal and work-related emails, each greeting you…

Learn More