# What is Email Marketing?

What is Email Marketing? A direct marketing channel. Average ROI: $36 for every $1 spent. Generates 20-30% of revenue for mature stores.

## How it works in practice

Email is the only digital asset that's truly yours. Facebook or Google can block you — your list is always yours.

## Related metrics

- ESP — the technical tool
- Segmentation — what makes email effective
- Automation — the tool that multiplies power
- LTV — email is the engine of LTV

## Common misconception

'People don't read emails.' Average open rate is 21-28%. Anyone who says email is dead isn't doing it right.

## How to fix it

Not generating revenue? (1) deliverability — check mail-tester.com, (2) segmentation, (3) value-to-sales ratio: 3:1.

## Real-world example

A coffee shop: a weekly newsletter with coffee recipes had a 44% open rate. A monthly flash sale had a 52% open rate and 8% CR.

## Where to start

Email marketing should be built first. Start with: welcome flow → abandoned cart → win-back.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/email-marketing