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What Is Email Marketing? And How To Get Started In 2024

What is email marketing And how to get started
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Email marketing is a powerful tool that helps businesses and organizations engage with their customers, build brand awareness, and drive sales. By sending targeted and personalized emails to subscribers, email marketing enables businesses to establish relationships with their audiences and keep them informed about new products, services, and promotions.

 In this guide, we’ll explore what email marketing is, how it works, and how you can get started with your email marketing campaigns. Whether you’re a small business owner or a marketer looking to expand your reach, this guide will provide you with the knowledge and tools you need to succeed in email marketing.

What is email marketing?

Email marketing is a digital marketing strategy that involves sending promotional messages and commercial content to a group of people via email. It is one of the most effective and affordable ways to reach and engage potential customers, build brand awareness, and generate sales and revenue. Email marketing campaigns can include newsletters, promotional offers, product updates, event invitations, and more.

The success of an email marketing campaign depends on various factors, including the quality of the email list, the relevance and value of the content, the design and layout of the email, the timing and frequency of the emails, and the ability to track and measure the performance of the campaign.

 By utilizing email marketing, businesses can establish a direct line of communication with their target audience, build trust and loyalty, and ultimately increase their bottom line.

Who is email marketing for?

Email marketing is a versatile tool that can be beneficial for a wide range of individuals and organizations, but here are some key groups who find it particularly valuable:


E-commerce: Perfect for promoting products, offering discounts, and driving sales.

B2B companies: Generate leads, nurture relationships, and share industry insights.

Non-profits: Raise awareness, attract donations, and engage with supporters.

Freelancers & consultants: Build relationships with potential clients and share expertise.

Content creators: Promote blog posts, podcasts, or other content to build an audience.


Bloggers & influencers: Connect with readers, promote sponsored content, and sell products.

Hobbyists & community leaders: Share information, organize events, and connect with like-minded people.

Personal brands: Build a following, promote content, and establish thought leadership.

Independent artists & musicians: Share their work, promote performances, and connect with fans.

How does email marketing fit into a digital marketing strategy? 

Email marketing is an essential component of any digital marketing strategy. It allows businesses to connect with their target audience in a personalized and cost-effective way. By sending targeted emails to subscribers, businesses can nurture relationships, build brand awareness, and drive sales.

 Email marketing can complement other digital marketing channels such as social media, SEO, and PPC advertising, by providing a direct and measurable way to engage with customers.

 In addition, email marketing can help businesses to segment their audience, test different messaging and offers, and track and analyze campaign performance. 

5 What are the benefits of email marketing?

1. Get more sales

 Email marketing is one of the most cost-effective forms of marketing. There are no printing or postage costs, and you can easily reach a large audience with a single email. There are various things you can do with email marketing to achieve your goals, such as: 

1. Promote products and services: Use email marketing campaigns to promote your products or services to your subscribers. Offer exclusive discounts, free trials, or limited-time offers to encourage your subscribers to make a purchase. 

2. Educate and inform: Use email marketing to share valuable information, tips, and insights with your subscribers. This can help establish your brand as an authority and build trust with your audience.

2. Highly scalable

 With email marketing, you can personalize your message and tailor it to each recipient. This can help increase engagement and conversions.

 Additionally, email marketing platforms allow you to send emails to large audiences with just a few clicks, making it a highly efficient and cost-effective way to reach your target audience. 

As your email list grows, you can continue to send emails to your subscribers without incurring additional costs, making it a highly scalable marketing channel.

3. Easily measurable

 Email marketing is highly measurable, and you can track the success of your campaigns in real time. You can see who opened your emails, clicked on links, and made a purchase.

4. Increased ROI

 Because email marketing is so cost-effective and measurable, it can provide a high return on investment (ROI) when done correctly. 

 By sending targeted messages to your subscribers, you can encourage them to make a purchase or take other desired actions. 

With the right strategies and tools in place, you can increase your open and click-through rates, leading to more conversions and ultimately a higher return on investment for your business.

5. Build relationships

 Email marketing allows you to build relationships with your customers by providing them with valuable content and engaging with them regularly. This can help increase brand loyalty and drive repeat business. 

 By sending regular emails with valuable content, you can keep your brand top of mind and establish trust and credibility with your audience. You can also use email to engage with your subscribers by asking for feedback, offering exclusive promotions, and providing personalized recommendations. 

Additionally, email marketing allows you to segment your audience and tailor your messages to specific groups, which can help you deliver more relevant and targeted content.

7 types of email marketing campaigns

Email marketing is a powerful tool for businesses to connect with their customers and drive sales. One of the keys to a successful email marketing strategy is to understand the different types of campaigns available.

Whether you are just getting started with email marketing or looking to optimize your current strategy, understanding these seven types of campaigns will help you create effective and engaging content that resonates with your subscribers.

  • Newsletters
  • Promotional campaigns
  • Welcome emails 
  • Post-sales emails
  • Abandoned cart emails
  • Nurture emails 

1. Newsletters

Newsletters are a type of email marketing campaign that businesses and organizations use to communicate with their subscribers regularly. A newsletter typically contains relevant and valuable information about the company, its products, services, industry news, and other updates that may be of interest to the subscribers.

The content of your newsletter will vary depending on the nature of your business. However, to give you some inspiration, here are some ideas:

  1. e-commerce store: send updates about new product releases, promotional offers, and customer reviews.
  2. software company: share helpful tips and guides on how to use the tool.
  3. services business: share industry insights and news to keep your subscribers informed.
  4. creators: share your latest content and ideas to keep your subscribers engaged.
  5. media: send links to articles or newsletter-specific columns to keep your subscribers up-to-date.
  6. authors: talk about upcoming book releases, Q&A sessions, and projects you’re working on to keep your subscribers interested.

Promotional campaigns

One effective way to run promotional campaigns is through email marketing. By creating targeted email lists, you can send personalized messages to potential customers and encourage them to take advantage of your promotions. 

With the right content and design, email marketing can help you generate buzz and drive sales for your business. Just be sure to follow best practices, such as avoiding spammy language and making it easy for recipients to unsubscribe if they wish.

Welcome emails 

Welcome emails are a great way to introduce yourself to new subscribers, customers, or members of your community. They serve as an opportunity to make a positive first impression and set the tone for future interactions. 

A well-crafted welcome email can help build trust and establish credibility, while also providing valuable information and resources to your audience. So, it’s important to put some thought and effort into creating a welcome email that is engaging, informative and reflects your brand’s personality and values.

Post-sales emails

Post-sales emails are an important part of any business’s customer service strategy. These types of emails are typically sent after a customer has made a purchase and are designed to follow up with the customer, ensure their satisfaction with the product or service, and ask for feedback. 

Post-sales emails can also be used to upsell or cross-sell related products or services, as well as to build rapport with the customer and encourage them to become a repeat customer.

 When crafting post-sales emails, it’s important to strike the right balance between being informative and engaging, while also respecting the customer’s time and privacy.

Abandoned cart emails

Abandoned cart emails are a type of email marketing campaign that is focused on recovering lost sales from customers who have added items to their shopping cart but left without completing the purchase. This type of email is sent to remind the customer about the items they left behind and encourage them to complete the purchase.

Abandoned cart emails are highly effective, with an average open rate of around 45%, and a click-through rate of around 21%. By sending these emails, businesses can recover lost revenue and improve their overall conversion rates.

There are several best practices for creating effective abandoned cart emails, including:

1. Timeliness: Send the email within a few hours of the customer abandoning their cart, while the purchase is still fresh in their mind.

2. Personalization: Use the customer’s name and include details about the items they left behind to make the email feel more personalized.

3. Incentives: Offer a discount or other incentive to encourage the customer to complete their purchase.

4. Clear call-to-action: Include a clear and prominent call-to-action button that takes the customer directly to their shopping cart.

By following these best practices, businesses can create effective abandoned cart emails that help them recover lost sales and improve their overall sales performance.

Nurture emails

Nurture emails are a great way to build relationships with potential and existing customers. By sending a series of targeted and personalized emails over time, you can keep your brand top-of-mind and provide value to your subscribers. 

Whether you’re introducing new products or services, sharing industry news and insights, or offering exclusive promotions, nurture emails can help you stay connected with your audience and drive engagement and conversions.

How to start email marketing

To start email marketing, you will need to follow a few basic steps:

1. Define your goals: Before you start sending emails, it’s important to define your goals for the campaign. What do you want to achieve with your email marketing strategy? Do you want to increase sales, build brand awareness, or drive traffic to your website?

2. Build your email list: Your email list is the foundation of your email marketing strategy. You can build your list by adding opt-in forms to your website, running social media campaigns, or hosting events to collect email addresses.

3. Choose an email marketing service: There are many email marketing services available, such as Mailchimp, Constant Contact, and Campaign Monitor. Choose a service that meets your needs and budget.

4. Create your email templates: Your email templates should reflect your brand and be visually appealing. Make sure your emails are optimized for mobile devices and include a clear call-to-action.

5. Craft your email content: Your email content should be engaging, informative, and relevant. Personalize your emails to your subscribers and segment your list to send targeted content to specific groups.

6. Test and optimize your campaigns: Test different subject lines, and content, and send times to see what works best for your audience. Use data and analytics to optimize your campaigns and improve your results.

Remember to always follow best practices for email marketing, such as obtaining permission from subscribers, providing value in your emails, and including an easy unsubscribe option.

 Email marketing best practices you must follow

Email marketing can be a powerful tool for businesses to reach their customers and drive sales. However, there are certain best practices that you should follow to ensure that your email campaigns are effective and well-received. 

Here are 11 email marketing best practices that you must follow:

1. Get permission: Always obtain permission from your subscribers before sending them emails. This will help to ensure that your emails are not marked as spam.

2. Segment your list: Segment your email list based on factors such as location, interests, or purchase history. This will allow you to send targeted emails to specific groups of subscribers.

3. Use a clear subject line: Your subject line should be clear and concise, and accurately reflect the content of your email.

4. Personalize your emails: Use your subscribers’ names and other personal information to make your emails feel more personalized.

5. Make your emails mobile-friendly: Many people now check their emails on their mobile devices, so it’s important to make sure that your emails are optimized for mobile viewing.

6. Keep your emails short and sweet: Keep your emails short and to the point, and avoid including too much information or too many calls to action.

7. Use a clear call to action: Clearly state what you want your subscribers to do in your email, and make it easy for them to take action.

8. Test your emails: Test your emails to see what works best in terms of subject lines, content, and calls to action.

9. Monitor your results: Monitor your email marketing results, including open rates, click-through rates, and conversions, and use this data to improve your future campaigns.

10. Don’t overload your subscribers: Don’t send too many emails to your subscribers, as this can lead to them unsubscribing or marking your emails as spam.

11. Provide value: Make sure that your emails provide value to your subscribers, whether through exclusive offers, helpful tips, or other useful information.

How to choose email marketing software

1. Determine your needs: Before choosing an email marketing software, determine your needs. Do you need automation, segmentation, or customization?

2. Ease of use: Choose an email marketing software that is easy to use. You don’t want to waste your time learning how to use complex software.

3. Integrations: Make sure the email marketing software integrates with other tools you’re using, such as a CRM or e-commerce platform.

4. Deliverability: Check the deliverability rates of the email marketing software. You want to make sure your emails are reaching your subscribers’ inboxes.

5. Analytics: Choose a software that provides detailed analytics. You should be able to track open rates, click-through rates, and other important metrics.

6. Pricing: Consider the pricing of the email marketing software. Make sure it fits within your budget and that you’re not paying for features you don’t need.

7. Support: Look for email marketing software that provides good customer support. You want to be able to get help quickly if you run into any issues.

Email marketing platforms and tools 

Email marketing platforms and tools are essential for businesses looking to launch and manage successful email marketing campaigns. These platforms offer a range of features and capabilities, from creating and designing email templates to managing subscriber lists and tracking campaign performance. Some popular email marketing platforms include Mailchimp, Constant Contact, and Sendinblue. These platforms typically offer a variety of pricing plans, depending on the number of subscribers and the features included.

Apart from these platforms, there are also several email marketing tools available that can help optimize and streamline the email marketing process. For instance, tools such as Litmus and Email on Acid can help test and optimize email designs across different devices and email clients. 

Meanwhile, tools like OptinMonster and Sumo can help businesses grow their email list by creating pop-ups and forms that encourage visitors to subscribe. By leveraging these platforms and tools, businesses can effectively manage their email marketing campaigns and drive better results.

Email marketing glossary 

Here are some common email marketing terms you may come across:

1. Open Rate: The percentage of subscribers who opened the email out of the total number of email recipients.

2. Click-Through Rate (CTR): The percentage of subscribers who clicked on a link within the email out of the total number of email recipients.

3. Conversion Rate: The percentage of subscribers who completed a desired action, such as making a purchase or filling out a form, out of the total number of email recipients.

4. Bounce Rate: The percentage of emails that were undeliverable and returned to the sender.

5. Unsubscribe Rate: The percentage of subscribers who opted out of receiving future emails from the sender.

6. Segmentation: The process of dividing an email list into smaller groups based on specific criteria, such as demographics or behavior.

7. A/B Testing: The process of testing two variations of an email campaign to see which performs better.

8. Call-to-Action (CTA): A button or link within the email that encourages subscribers to take a specific action, such as making a purchase or signing up for a newsletter.

9. Autoresponder: An automated email that is triggered by a specific action or event, such as a welcome email or abandoned cart reminder.

10. List Building: The process of growing an email list by encouraging visitors to sign up for emails through a website or other marketing channels.

These are just a few of the common email marketing terms you may encounter when getting started with email marketing.

Article sources

Statista. “Email marketing return on investment (ROI) in selected industries according to marketers worldwide as of June 2020, https://www.statista.com/statistics/804656/email-roi-perception/.” Accessed March 22, 2023.

Mailchimp. “Email Marketing Benchmarks and Statistics by Industry, https://mailchimp.com/resources/email-marketing-benchmarks/.” Accessed March 22, 2023.

Statista. “Average time people spend reading brand emails from 2011 to 2021, https://www.statista.com/statistics/1273288/time-spent-brand-emails/.” Accessed March 22, 2023.

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