Email marketing is the strategy of sending emails to people who have agreed to receive them. It includes newsletters, promotions, product launches, and automated messages triggered by a customer action, such as signing up or abandoning a shopping cart. It is one of the oldest direct channels in digital marketing and remains relevant today.

Why does it matter?

Email is a standalone channel: you don't rely on an algorithm to reach your audience. It allows for longer and more visual messages than other channels, making it ideal for showcasing products, collections, or useful content.

Its biggest challenge is relevance. An inbox receives many emails every day, and the customer decides within seconds whether to open, ignore, or unsubscribe. That’s why email marketing works best when:

• Segment: Send each group what interests them—don't send the same thing to everyone.
• You automate the process: you write at just the right moment, based on what the customer did.
• You ensure deliverability: you keep your subscriber list clean so your emails land in the primary inbox.
• You measure what matters: sales generated, not just store openings.

Story mode

Lucía signs up for an online sports store and receives a welcome email featuring the most viewed categories. A few days later, she buys a pair of sneakers. A month later, she receives an email with a guide on how to care for her shoes and a selection of clothing items that are often purchased along with those sneakers. Lucía doesn't feel like the store is "sending her ads"; she feels like it knows her.

How to Use It with Data4Sales

• You send email campaigns to audiences and segments that are updated daily.
• Active 24/7 automated workflows: welcome, abandoned cart, abandoned browsing, post-purchase, repurchase, and reactivation.
• With Orbis Creative, you can craft a unique message for each customer based on their data.
• You use product affinity to recommend items that are often purchased together.
• You measure the revenue attributed to each campaign using a control group to determine the actual incremental revenue—not just clicks or opens.

Related terms

• Deliverability
• Opening rate
• CTR
• Marketing Automation