Email marketing
Email and CRM
Email and CRM
Email marketing means using email to stay in touch with people who gave permission: newsletters, offers, updates and automated messages.
What makes email different is that you own the channel. Reach on social media depends on an algorithm; your list stays yours. That often makes it the channel with the lowest cost per sale, provided the list was built with real consent.
Broadly there are two kinds of mail. Campaigns go out at a moment to a group, like a newsletter or a promotion. Flows run automatically based on behaviour: a welcome series, an abandoned cart reminder, a post-purchase message. That second group usually earns the most per email sent.
Segmentation makes the difference: not everyone gets the same mail. New subscribers, returning customers and people who have not opened anything for months need different messages. Measure on revenue and unsubscribes, not just open rate, which privacy protections in mail apps have made less reliable.
Tip
Build your list with people who clearly opted in. That way you stay within the rules, keep your deliverability healthy and reach people who actually act on your messages.
Related terms
- Opt-inAn opt-in is the active permission someone gives to receive commercial messages. With a double opt-in they confirm it once more by email.
- Open rateOpen rate is the share of recipients who open your email. Since privacy features in mail clients preload images, this figure has become less reliable.
- KlaviyoKlaviyo is a marketing platform for email, SMS and push that brings customer and store data together so you can segment and automate based on behaviour.