Email marketing includes emailing a customer list acquired through a website sign-up form as well as direct marketing to cold leads.
While most visitors to a website won’t make an immediate purchase, it is good practice to get them to sign up to regular updates so that you can continue to keep them engaged in your product or service and then eventually convert them into a customer. An email list is higher value to a business than social media followers as it is your platform and not owned by the social media platforms.
Direct email marketing is one of the most efficient forms of digital marketing. While often leads will be cold from the start, the use of a well constructed and executed sales funnel can turn cold leads into warm leads and then to customers.