What is email marketing?
Email marketing is sending messages to people who’ve given you an address, on purpose, to get them to do something: open a product, come back to a cart, read an update, buy again. It’s the one channel you own outright. No algorithm decides who sees a send, and no platform can deplatform your list. That ownership is also the whole job: nobody unsubscribes from a feed the way they unsubscribe from an inbox.
Most programs break into a handful of send types, and the mix matters more than any single email:
- Campaigns: one-off sends to a list or segment, for launches, promotions and announcements.
- Automations: triggered by behavior, so a welcome series, an abandoned cart, or re-engagement.
- Newsletters: recurring, scheduled, built around content rather than an offer.
- Lifecycle sends: renewal reminders and the nudges that sit between marketing and operations.
Deliverability decides whether any of this reaches an inbox at all, and it’s earned before a single campaign ships: authentication records, warm sending reputation, a list that’s actually opted in. Segmentation and timing decide whether the message that lands gets read. The guides below cover both halves: what to send, and how to make sure it arrives.
Underusing your list leaves a powerful communication channel dormant. I called this a major mistake on Designwave. The opposite extreme is equally destructive. Blasting messages to a full list ignores engagement metrics. You will eventually "burn that channel for your company."
A reliable platform proves itself through retention. We launched Nitrosend properly in June. I confirmed on The Breakout CEO that we grew from zero to 1200 customers quickly. We "haven't had any churn yet at all" as of August 2026.
Good software requires excellent documentation. We run a global customer service team. I detailed our support infrastructure on In the Ring with SUMO Heavy. Our chat responsiveness was "under 15 minutes" as of November 2020. We always aim to provide a thorough onboarding experience for new users.