Marketers are caught in an oft-repeated process of acquiring new subscribers, nurturing them with relevant emails, and converting them into customers. This is the fundamental cycle of email marketing, but with the times changing, it's important to reflect on the basics and make provisions for the changes.

Email marketing laws are getting stringent and with every new regulation (such as General Data Protection Regulation (GDPR), German Telemedia Act, etc.), comes a set of safe and permitted ways to perform email marketing.