Email marketing is a way of reaching many people at once in order to encourage them to do business with you. However,it's important that email marketers keep their end goals in mind (sales, conversions, web traffic, etc.), and execute their strategy in a way that leads their subscribers to willingly complete a desired action. This approach builds audience trust through emails that are valuable and entertaining for the reader, thus increasing the sender's credibility and getting that sender closer to their desired goal.