Email marketing is a direct marketing technique that involves sending promotional or informational emails to a list of subscribers who have given consent to receive such messages. It allows businesses to reach their target audience directly and cost-effectively. The process starts with building an email list through opt-in forms, purchases, or third-party data sources. Businesses then create email content aligned with their marketing goals, such as newsletters, product promotions, or transactional emails. Emails are designed attractively with branding elements and optimized for different devices. Personalization and list segmentation ensure relevance for different subscriber groups based on their interests and behaviors. Email marketing services handle email delivery, scheduling, tracking metrics like open rates and click-through rates, and provide analytics to measure campaign performance. A/B testing different email elements helps optimize campaigns. Businesses must comply with laws like CAN-SPAM and GDPR by obtaining permission, including unsubscribe options, and disclosing identity. When executed effectively, email marketing allows direct communication with customers, nurtures leads, builds brand awareness, and drives sales conversions as part of an overall digital marketing strategy.