Email marketing is the use of email to send commercial messages, newsletters, and promotions to a group of people. It is one of the oldest and most effective digital marketing channels, with high ROI and direct measurability.

Email marketing includes newsletters, promotional offers, transactional emails, and drip campaigns. Success depends on list quality, segmentation, personalisation, subject lines, and compliance with regulations such as GDPR and CAN-SPAM. Metrics include open rate, click-through rate, conversion rate, and unsubscribe rate.

Key points

• Sending commercial messages via email
• High ROI and measurable
• Includes newsletters and drip campaigns
• Requires compliance and personalisation