Email marketing

Email still offers tight message control and cheap repeat touches—when the list is healthy.

An encyclopedia of digital marketing terms. See also all articles in «Marketer's terminology».

What it is

It spans lifecycle automation, newsletters, and transactional mail. Consent, domain reputation, and segmentation matter most.

Why it matters for business

It powers retention, cross-sell, and re-entry without auction bids on every send.

How to apply it

Set SPF/DKIM/DMARC, prune inactives, test subject lines. Tie sends to UTM and CRM events.

Table 1. Definition and business context

Criterion	In short
Definition	It spans lifecycle automation, newsletters, and transactional mail. Consent, domain reputation, and segmentation matter most.
Why businesses care	It powers retention, cross-sell, and re-entry without auction bids on every send.
Effect when done right	It lifts LTV and eases churn.

Table 2. Practice, ecosystem, and related terms

Area	What to consider
How to apply	Set SPF/DKIM/DMARC, prune inactives, test subject lines. Tie sends to UTM and CRM events.
Works with	It plugs into personalization and CRM.
In the glossary	CRM marketing, Marketing personalization, UTM parameters, LTV: customer lifetime value

Benefits and impact

It lifts LTV and eases churn.

How it fits the stack

It plugs into personalization and CRM.

See also

• CRM marketing
• Marketing personalization
• UTM parameters
• LTV: customer lifetime value