"So what is the deal with email marketing?" The ultimate goal of most email marketing campaigns is to increase conversions. A timely reminder that your customer's prescription is running out, a hot sale, or a reminder that space is limited for that Katy Perry/Snoop Dogg concert can quicky boost your bottom line. It's an opt-in system, which means your audience gave you permission to email them about an agreed upon topic. Because they opted-in, the chances that people will pay attention to your emails is much higher. The relevancy of your messaging, consistancy, and quality all play into the your open-rates and click-trough rates.