An e-mail list can be an incredibly effective tool for reaching out to customers or clients who have worked with you in the past or expressed interest in your product or services. It can also be a big waste of time if your unsubscribe rate is very high, and people aren’t actually seeing your messages.

An email marketing campaign is a good tactic to go with any marketing automation platform. Email marketing comes into play once you have captured your leads and are now trying to increase: awareness of your brand, knowledge of your value proposition, a prospects inclination to buy, and customer loyalty. If your email marketing is effective, then you close a higher percentage of leads. Business is about creating new customers, so marketing to help the sales process makes sense.