An email marketing campaign is an umbrella term that can refer to any email you send to the people on your email list. This can refer to a single one-off email (sometimes called a ‘broadcast’), or it can refer to a sophisticated sequence of automated emails designed to bring leads further down your funnel.
Email marketing campaigns achieve the best results when they combine the two. You need to have an automated sequence in place to bring your leads down your funnel, but you also need one-off broadcasts to nurture older leads and develop a relationship with them. Executing a multi-faceted campaign like this requires a lot of skill and flawless execution. But by doing this, you will be able to properly segment your leads and watch your engagement rates and conversions go through the roof.