I CAN't Receive OR SEND MESSAGES WITH AN IMESSAGE EMAIL?

I have an iPhone 4s which already has iMessage but I added an email and it says I can be reached at the email and my phone number. I've asked my sister to text the email address but I don't receive them? I can't send them from the email address either? I need help with this.

The email must be an apple id or one associated with it.

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