Email marketing is a direct marketing channel that helps promote your business, generate leads and keep your target audience engaged. It's one of the best forms of digital marketing due to its high ROI and levels of engagement. When people see an unread email in their inbox, they're already likely to take an action.

Your content can be personalised to include the recipient's name and display a variety of different headlines through segmented lists. This humanises your email marketing and results in a higher clickthrough rate. 73% of millennials prefer communications from businesses to come through email, so it really is too important to ignore.