Which of the following statements about email marketing is true?

Email marketing plays a crucial role in nurturing leads by delivering valuable content tailored to the recipient’s interests and pain points. This approach helps keep potential customers engaged by providing them useful information, insights, and resources, rather than focusing solely on direct sales pitches. Nurturing leads through educational content builds trust and positions the sender as a knowledgeable resource, ultimately guiding prospects through the buyer’s journey.

Email marketing is not limited to existing customers; it is also a powerful tool for engaging with new leads. While it can indeed generate leads at a lower cost compared to some other channels, it primarily excels in engagement and relationship-building rather than just cost-effectiveness. Additionally, avoiding email marketing in the sales process would negate its benefits in maintaining communication, providing updates, and following up on potential sales opportunities. Thus, the statement regarding its role in delivering valuable content to nurture leads accurately captures one of the essential functions of email marketing in a sales context.