Email marketing is the process of using of emails and email-centered marketing campaigns to nurture leads and advertise products and services. What does that mean?
- Lead nurture emails are used to keep leads (people on your email list) interested in your brand and to communicate brand value (e.g. a newsletter with links to relevant, helpful articles on your blog).
- Sales emails are used to funnel leads toward current purchase opportunities.
Both nurture and sales emails are sent to email addresses that are collected through CTA’s on landing pages and blog posts—things like giveaway and webinar signups, signups for free guides and ebooks, etc. Email marketing is a direct way of tailoring a message and sending it to an audience that has shown interest in your brand.