What is Email marketing?

What is Email marketing?

Email marketing is the use of email to build relationships and drive sales: newsletters, promotions, announcements, onboarding sequences and re-engagement campaigns, sent to people who opted in. Unlike social media, where a platform controls who sees your post, an email list is an audience you own and can reach directly.

Modern email marketing splits into broadcasts (one campaign to a list or segment) and automations (messages triggered by behaviour, like a welcome series for new subscribers). The two work together: broadcasts keep you present, automations make sure the right message arrives at the right moment without anyone pressing send.

Why it matters

Email consistently ranks among the highest-return marketing channels because the audience is permission-based and the costs are low. For Nigerian businesses it has a practical advantage too: email works on any connection, any device, and lands where business decisions actually get read. A list you build over years keeps paying back long after an ad campaign ends.

How it works in Medivot

Medivot email marketing runs on the same contacts as your CRM: a drag-and-drop builder, a template library, A/B testing with automatic winner selection, per-recipient analytics, and automation sequences triggered by sign-ups, deal stages, bookings or webinar attendance. Sending allowances are billed in naira on every plan; see pricing.

Related terms

• Email automation: Emails sent automatically when something happens, a sign-up, a booking, an abandoned enquiry, instead of someone pressing send each time.
• Segmentation: Dividing your contacts into groups that share a trait, city, plan, behaviour, so each group gets the message that fits it.
• Email deliverability: Whether your emails actually reach the inbox instead of the spam folder or being rejected, decided by your sender reputation, authentication and list hygiene.
• Open rate: The percentage of delivered emails that recipients open, the first signal of whether your subject line and sender name earn attention.