In email marketing, the term "download" often refers to the act of providing valuable resources like eBooks, whitepapers, templates, and reports to subscribers. These resources are usually offered in exchange for the user's email address, helping to build a mailing list. For example, when a user clicks on a CTA (Call to Action) button in an email to download an eBook, they often fill out a form that captures their email data. This tactic is highly beneficial for both lead generation and nurturing existing subscribers.