Email marketing is really an integral part of your overall marketing strategy because you have a captive on it who have decided that they want to hear from you. You can leverage emails not only to provide relevant insight for content but you can leverage it for exclusive offers, personalized insights and many other things. They've selected the opportunity to be part of your ecosystem. So leverage it to your best of your abilities and ensure that whatever you're putting out in front of that consumer is authentic and genuine and it comes from an honest and good place.