Email Marketing

What is email marketing?

Email marketing is the practice of sending targeted, personalized messages to audiences to nurture relationships, promote content, drive conversions, and support long-term engagement. It plays a foundational role in digital experience strategy because email is one of the most direct, measurable, and controllable communication channels.

Kentico defines email marketing as an integrated experience where centralized content, segmentation, personalization, and automation work together to deliver consistent messages across the entire customer journey.

Why is email marketing important for digital experiences?   

Email remains one of the highest-performing marketing channels. According to industry research, email consistently outperforms social media and paid ads for engagement and ROI. It is essential in multichannel and omnichannel strategies because it connects promotions, content updates, onboarding journeys, and transactional communications.

Email marketing matters because it: 

• Reaches users directly with high relevance
• Supports every stage of the customer journey
• Enhances conversions through timely nudges and offers
• Strengthens loyalty with ongoing, personalized communication
• Enables precise segmentation and measurement

The Simplify Your Life ebook illustrates this clearly in the story of “Stressed-out Sarah,” showing how disconnected email and website messaging frustrate users and create inefficiencies for marketing teams. Email must be tightly aligned with web and app experiences to build trust and consistency. 

How does email marketing work, and why does content consistency matter?

Email marketing operates through four core elements: audience segmentation, message creation, personalization, and triggered or scheduled delivery. A helpful analogy is a well-orchestrated event invitation. When the message is relevant, timely, and consistent with all other touchpoints, attendance and satisfaction improve.

Content consistency is critical. If an email promotes a price, event, or offer that does not match the website, friction occurs. Kentico’s ebooks highlight that disconnected systems force marketers to rewrite and duplicate content, increasing errors and reducing agility. With a unified DXP, teams reuse the same structured content across email, web, and other channels, ensuring alignment. 

What is an email builder, and why does it matter?  

An email builder is a visual editing tool that lets marketers design emails using reusable components, templates, and drag-and-drop blocks. Kentico’s Email Builder empowers teams to create branded, responsive messages without developer support.

Email matters because it: 

• Ensures branding and structure remain consistent
• Supports modular content reuse
• Simplifies personalization and dynamic content insertion
• Accelerates campaign creation
• Reduces reliance on external tools, lowering cost and risk

Kentico’s AI Email Writer and AI personalization capabilities further accelerate production by helping teams draft copy, optimize tone, and tailor content for segments. 

How does Xperience by Kentico support email marketing?

Xperience by Kentico provides an integrated suite of tools designed to streamline email creation, personalization, and automated journeys. 

Kentico supports email marketing through: 

• Email Builder, offering drag-and-drop components, structured blocks, and branded templates
• Centralized content hub, enabling reuse of assets, CTAs, events, and product content across both email and web
• Segmentation and personalization, allowing dynamic content variations for different audience groups
• Marketing automation, enabling triggered journeys such as onboarding, reminders, re-engagement, and post-purchase flows
• AI-enabled editing, including the AI Email Writer and AI personalization features
• Performance dashboards and reporting, helping marketers test, optimize, and measure engagement
• Developer extensibility, allowing custom widgets, layouts, and integrations
• Training resources, such as the Online Marketing Essentials course.

Documentation references for Email Marketing can be found here.

How do companies benefit from email marketing with Kentico? 

Visit New Hampshire, implemented by SilverTech

• Industry: Tourism
• Highlights: Seasonal campaigns combine email, landing pages, and structured content for cohesive storytelling.
• Results: Strong increases in engagement and seamless reuse of campaign assets across channels.
• Email Marketing Role: Content Hub feeds email newsletters and promotional journeys with accurate, reusable content.

Greater Miami Convention and Visitors Bureau, implemented by Ntara

• Industry: Tourism
• Highlights: Uses detailed visitor profiles to fuel targeted, high-value email campaigns.
• Results: Three hundred percent faster data imports support timely and personalized sends.
• Email Marketing Role: Personalization and segmentation drive hyper-relevant tourism messages.

ACF Fiorentina, implemented by Exetera

• Industry: Sports
• Highlights: More than forty thousand fan profiles unified in Kentico drive segmented campaigns, match alerts, and loyalty communications.
• Results: Better engagement and more effective supporter journeys.
• Email Marketing Role: Integrated CRM and ticketing systems power automated, targeted messaging.

WTTC, implemented by Cantarus

• Industry: Global association
• Highlights: Uses membership data and gated content to build targeted newsletters and advocacy campaigns.
• Results: Better audience targeting and improved engagement across member communications.
• Email Marketing Role: Structured content and segmentation ensure relevant, consistent messaging.