Email marketing is the creation of email campaigns designed to increase the number of opportunities for leads to convert.
Email campaigns are typically used to either progress prospects through a long sales pipeline, or to provide past customers with more opportunities to buy new products/services.
Ultimately, email marketing campaigns’ success is measured by the number of conversions it generates. Metrics like open rates and unsubscribe rates can diagnose the health of the campaign, but cannot determine its success.
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