Email marketing today is about more than just sending out newsletters. It's about creating a community around your brand. A community that is interested in what you have to say - and wants to buy.
When you send messages to potential customers, you make an impression on them. They see your logo, they think about the products you sell and they form an opinion about your company. If they have a good impression of your email content, they are more likely to share it with their friends, family and colleagues.