Glossary Terms

email marketing

Email marketing is using email as a direct line to an audience: building the relationship, guiding people toward a purchase, and bringing past customers back. In practice it's two things, broadcast messages like newsletters and announcements sent to your whole list, and automated sequences triggered by what someone does, like a welcome series or a post-purchase follow-up. It consistently returns more per dollar than any other digital channel, for two structural reasons: the audience already chose to hear from you, and you own the channel outright, so no algorithm can throttle your reach overnight the way social platforms can. The results still depend on a healthy list, strong subject lines, mobile-friendly design, and staying compliant with CAN-SPAM, CASL, and GDPR.