Email marketing The last inbound marketing activity we’re going to study in this playbook is email marketing. It can be described as the practice of using email to promote products and services. But, just like content, email shouldn’t be used primarily to pitch and sell. It can be a very effective channel for delivering value, building relationships and guiding prospects through the marketing funnel, until they’re ready to convert. This relationship-building process is known as lead nurturing. Email marketing campaigns A coordinated sequence of emails is known as an email marketing campaign. Each email in the campaign is sent at a specific time and with a specific intent or call-to-action for the recipient to follow. What follows are a set of guides to email marketing campaigns and lead nurturing. Keep reading for some great email insights! The Inbound Marketing Playbook / 53