Introduction to emails

Email marketing is one of the most powerful tools available, and it’s more important today than ever. Xperience by Kentico provides flexible, built-in tools for sending emails that reach your audience when it matters most.

This guide is your starting point for understanding how email marketing works in Xperience. If you’re new to the email channels in Xperience or just want clarity on how the system fits together, you’re in the right place.

As the first guide on this topic, it’s designed to give you a conceptual overview of Xperience email marketing features available today. You won’t be setting up emails just yet–but by the time you finish, you’ll understand:

• Why email marketing is still a vital tool in today’s privacy-first digital landscape.
• What types of emails you can send with Xperience, and what purposes different emails serves.
• What needs to be in place before you can start sending emails (like channels, templates, and content types).
• How you and your technical team work together to build and deliver emails.

Whether you’re planning a newsletter, a welcome message, or a follow-up email after a form submission, this guide gives you the foundation you need to plan and collaborate effectively. You’ll also see how these building blocks prepare you for future updates, such as campaign features and optimization tools that will make your email strategy even more powerful.

Let’s dive in.

Why email still matters in the age of privacy

Modern marketers face a growing challenge: reaching users in a world of strict privacy laws like GDPR, reduced browser tracking, and cookie restrictions. That’s where email shines.

Email is a direct, permission-based channel. When a customer fills out a form or subscribes to your newsletter, they give you the green light to stay in touch. This creates a more reliable, respectful relationship different from experience created by some digital ads or third-party tracking, which can feel intrusive or invisible to users.

While SEO helps bring new people to your website, email helps you build long-term relationships with those who’ve already shown interest. You don’t have to worry about changing search algorithms or losing visibility. If someone’s opted in, your message lands straight in their inbox where they’re more likely to act on it.