Email Marketing
In one line
Email marketing is direct, owned-channel communication with prospects and existing customers — and remains one of the highest-ROI tools in the CRM and retention stack.
Going deeper
Email is one of the few channels where you can reach a customer without paying a platform tax in between. Because it sidesteps algorithm changes, rising CPMs and cookie restrictions, it stays the cornerstone of any owned-channel stack.
The classic metric set is open rate, click rate, conversion rate and unsubscribe rate. After Apple's Mail Privacy Protection rolled out, open rates inflated noticeably, so most teams now lean on clicks and conversions as the more honest signals.
Behavioural automation tends to outperform big batch sends by a wide margin. Trigger-based flows — day-three onboarding, 24-hour cart abandonment — typically convert several times better than a generic newsletter blast.
Related terms
Owned Media
Owned media is any channel your company directly controls — your website, blog, app, newsletter and customer accounts all count.
MarketingRetention
Retention is the share of users who continue to use or purchase from your product over time after their first touch — a primary signal of long-term product health.
MarketingLTV
Lifetime value (LTV) is the estimated total revenue — or profit — a single customer is expected to generate over the entire relationship with your business.
MarketingCRO
Conversion rate optimisation (CRO) is the structured practice of squeezing more conversions out of the traffic you already have by improving page, UX and messaging.
MarketingUTM Parameter
UTM parameters are standardised query strings appended to URLs that label the source, medium and campaign so you can tell where each visit came from.
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