Email marketing is simply reaching out directly to existing or prospectus customers through their email inboxes. 

Businesses typically collect customer email addresses during the buying process to provide purchase confirmation or as a point of contact for correspondence. 

Customers in the research mode may also provide a business with their email address when requesting to download high-value content creations such as a service or product brochure. 

These email addresses can then be safely stored in a database and used for ongoing communication with these users who have expressed an interest in your business. 

Related Article: 'Is Email Marketing Effective?'

Email marketing can be conducted at various frequencies with some businesses sending weekly, monthly or quarterly newsletters. Meanwhile, businesses also have the potential to create bespoke customer journeys that involve emailing users at different stages and timelines. 

Typically the content of the emails either relates to the customer’s recent purchase or provides ongoing communication such as new offers or unmissable discounts to entice a customer to purchase for the first time or to make a repeat purchase.