The primary function of email is to nurture your leads into customers. Providing your leads with helpful, and relevant content helps you build relationships with them. However, the best part about email is its versatility.
Although email is primarily used to close leads into customers, it can also be used to delight your customers as well. Businesses recognize that the point of purchase is only the beginning of their relationship with a customer. They use emails to consistently delight people who have already bought their product or service.