Email marketing is a way to connect with your audience by sending targeted emails directly to their inbox. It works by building a list of subscribers and sending them personalised content, promotions, or updates. This can be in the form of regular email newsletters sent to your entire audience or subsets of your audience to personalised emails based on actions customers have taken. The goal is to engage, inform, and encourage actions like making a purchase or signing up for a service, helping to build relationships and grow your business.