# Email marketing: what it is and how it works · Zorraquino
> Email marketing uses email to develop a relationship with an audience and support communication or business objectives.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html

# Email marketing

Email marketing uses email to develop a relationship with an audience and support communication or business objectives

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can include newsletters, automations and messages linked to the customer life cycle. It requires a contact list managed with appropriate permissions and preferences. Relevance, frequency and ease of unsubscribing influence trust and results.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **Auto-responders.** Automatic replies are triggered by defined actions or conditions. They should keep information relevant and allow preferences to be managed.
- **Double opt-in.** Double opt-in adds a confirmation step to the subscription process. Its use should be documented and remain consistent with the intended processing.
- **Opt-in.** Opt-in refers to an affirmative action to receive communications or take part under the conditions explained.
- **Opt-out.** Opt-out lets people stop receiving communications. The mechanism should be understandable and consistent with the recorded preferences.

## Related concepts

- [Marketing audit](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-audit.html)
- [Inbound marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/inbound-marketing.html)
- [Data-driven marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/data-driven-marketing.html)