Email Marketing is the use of email to build relationships, educate subscribers, nurture leads, promote offers, and drive measurable business actions.
It matters because email is one of the few channels a business can own directly. Strong email fundamentals improve trust, deliverability, segmentation, and long-term lead nurturing.
Example
Example: A design agency might send a monthly newsletter with website tips, client wins, and a CTA to schedule a strategy call. The campaign should be measured by clicks, replies, qualified leads, and revenue influence.