What best describes lead nurturing in the context of email marketing?

Lead nurturing in email marketing primarily focuses on building relationships with prospects to earn their business. This involves engaging potential customers throughout their buying journey, addressing their specific needs and concerns, and providing relevant content that guides them towards making a purchasing decision. Effective lead nurturing involves personalized communication, timely responses, and a well-planned series of interactive touchpoints, often delivered through targeted email campaigns.

While the other options can contribute to a marketing strategy, they do not encapsulate the essence of lead nurturing as effectively. For example, issuing discount codes is a tactic that can attract first-time visitors but does not inherently relate to ongoing relationship building. Creating email lists based on customer demographics is more about segmentation rather than nurturing relationships. Sending newsletters with company updates may keep customers informed, but it lacks the direct engagement and personalized approach needed for effective lead nurturing. Thus, building relationships is a key aspect that defines successful lead-nurturing strategies in email marketing.