Channels and tools
Email marketing is communication sent by email to people who asked to receive it, and in the articles it mostly lives in its most recognizable form, the newsletter.
It brings somebody back to where the content is, and it works when it arrives at the moment that content is useful to them: out of context, even a subscriber reads it as noise.
An example
A company announces a timed sale before it opens: a letter to subscribers previewing what will be on sale, social posts, a countdown and a collaboration with a voice from the sector. The anticipation is built in the days before, and when the sale opens the subscribers arrive ready to buy, because the date and the terms were spelled out to them in advance.
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