Email marketing is a form of direct marketing that uses emails to promote your business. It is used to create relationships with potential customers by sending emails to a mailing list providing relevant information that can include updates, announcements, and sales. Email marketing promotes customer loyalty and repeat business.
Email marketing has risen to popularity because of the control and cost effectiveness gives marketers. Whereas other marketing channels, like social media and search engine marketing, are controlled by algorithms from major tech companies, email marketing gives you access to a list of people who have explicitly stated that they’re interested in your business.
Because the cost of sending an additional email is low, email marketing lets small businesses reach a relatively high number of people – without having to pay for each additional message.