Email marketing refers to the use of email to promote products or services, build relationships with potential customers, and strengthen brand loyalty. It is a direct form of marketing that involves sending commercial messages to a group of people using email.

The primary goals of email marketing typically include:

1. Acquisition: Attracting new customers or subscribers through targeted campaigns.
2. Conversion: Encouraging recipients to take a specific action, such as making a purchase or signing up for a service.
3. Retention: Building and maintaining relationships with existing customers to encourage loyalty and repeat business.
4. Awareness: Increasing awareness of products, services, or special promotions among a targeted audience.

Email marketing campaigns often involve sending newsletters, promotional offers, updates, or educational content to a list of subscribers who have opted in to receive such messages. Successful email marketing campaigns typically focus on delivering valuable content, personalizing messages, and optimizing for conversions through effective design and call-to-action strategies.