Too many brands leverage email marketing to drive sales. That's it.

But Coherent Path CEO James Glover contends that retailers should use email marketing to build stronger relationships and help consumers discover new opportunities, and, yes, drive sales.

He calls this approach "engagement farming". It's based on the idea that customers should look forward to getting email because it engages and deliver values. If they also buy something, that's great. 

 For more about James and this episode of Marketing Spark, check out the show notes.