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Email Marketing is using email to distribute your marketing messages. Most popular is growing your own list, for example a newsletter, and sending emails to the list containing tips along with things subscribers might be interested in buying.
As well as your own list of tip-readers and potential customers, Email Marketing can also cover advertising on email newsletters or follow-up emails to your own customers. While you could include these other wider definitions, most people when talking about Email Marketing are mainly using the term to describe building a list with a view to growing reader loyalty and making sales.