Email notifications are the best way to get your business up and running. With the help of this, you can either become aware of a potential threat that may come up, or make people aware of an upcoming feature that you added.
Email notifications help you to track performance in a great way, and help you understand the most promising keywords for your campaign. With this, you do not need to worry about long term results.
There are different types of notifications (or alerts) such as billing alerts, marketing newsletters, special offers, your campaign maintenance letters, etc.