What is email marketing

What is email marketing and how does it work?

What is email marketing?

Email marketing is a form of direct marketing which allows businesses and organizations to reach out to their target audience through email messages. Email marketing can be highly targeted, making it an effective way to reach niche markets with promotions and discounts.

Email marketing doodle

What are the different types of marketing emails you can send?

  1. Promotional emails are emails you can use to promote new products, rewards, discounts, and other services. This can be cold (unsolicited email marketing) or warm emails (prompting users to follow-up on a service that requires action).
  2. Newsletter emails are emails you can use to provide customers with information about your organization. Like your latest blog posts, news, and events. You can send this to existing clients or prospects to generate leads. That might end up becoming customers later at some stage.
  3. Transactional emails are emails like the thank you email. They could also include receipts, notifications of order shipment, and so on. These usually require the customer’s email address before the customer makes the purchase.
  4. Relationship emails are sent to customers regularly to maintain that relationship, such as post-sale tips or quarterly product updates.

The benefits of email marketing.

  1. Email is one of the most effective ways to reach your target audience, whether it’s prospective clients or existing customers.
  2. It can be less expensive than other forms of marketing such as print and direct mail.
  3. Online businesses can gather detailed information on prospects via email addresses, making it easier to target specific audiences interested in products and services.
  4. It’s relatively easy to track response rates and other statistics, which you can use to improve marketing efforts.
  5. It presents a low-risk way for businesses to experiment with new strategies and ideas.
  6. Email messages can include a wide range of text, images, links to websites, and videos. There is also more space for creativity.
  7. Statistics on the number of emails sent out, delivered messages, etc., are available almost instantly.
  8. You can use it to send personalized messages, making it more likely that clients will read the email.
  9. Conveniently, some email marketing software allows you to use autoresponders so that each time the customer interacts with the business, they receive another email. For example, after receiving an email about a new product or service, you might receive an autoresponder that asks if you want to take advantage of the deal.

What are the disadvantages of email marketing?

1. Only about 27.74% of marketing emails are opened, which means people ignore most promotional messages. Some people have set up filters to divert promotional emails into a junk or bulk folder, which cannot be accessed when the customer is at work. These customers might also find promotional emails cluttering their inboxes if they receive too many of them over a short period.

2. Sending too many promotional emails can lead to customer complaints and spam filters, putting the sender’s IP address on a blacklist, which means that they will never receive another email from that company again. It is therefore essential to balance the number of emails sent with their quality – less is more.

3. Many email providers are set up to automatically reject messages with attachments, which means that you might not send rich content or images. If this is the case, it’s important to create alternative text for images so that customers who cannot see the images will still read their email.

4. It’s up to the email marketing company to ensure that all information is secure and encrypted to remain private.

Avoiding spam filters

1. Avoid using phrases that are usually associated with spam, such as “free,” “offer,” “get rich,” and so on.

2. Don’t use all capital letters in your subject lines or any other part of the email since it looks like you’re shouting, which is also considered to be spammy behavior.

3. Avoid sending promotional messages directly from your personal email address because customers might think you are a spammer. Instead, use a different business email address to send the emails.

4. If you are sending mass emails, include personal details about yourself or your business in the message, which will help avoid triggering spam filters.

5. Avoid including attachments because they are among the most significant factors that cause messages to classify as spam. Instead, try to include an alternative, such as: “To view this document, please click on the following link.

6. Make sure that the email is coming from a reputable email address. This means using an address that isn’t blacklisted for spam or, even worst, fishing.

7. If you send out business emails, including information about your company, instead of just trying to sell something. The more people find out about your business, the more likely they will trust you and your messages.

8. If you’re sending emails promoting a new product or service, don’t just focus on the business benefits – emphasize the customer benefits. This will put them in a better mood and make them less likely to filter your messages as spam.

How to set up an email marketing campaign.

1. Decide what you want to achieve from the campaign  

Make a list of all the business objectives and choose which ones are important for your company. For example, you might want to increase brand awareness or generate more traffic to your website.

2. Use an email autoresponder tool.

Set up a personal account with an email marketing company such as Mailchimp or Constant Contact, where you can create a mailing list and upload all your contact details. These companies usually offer a free trial period so that you can test their services first before making a purchase.

3. Create an email template.

Prepare an email template, which is a document that contains all of the emails you plan on sending out. You can create a standard template and then customize it for specific campaigns so that your contact information appears correctly.

4. Add some personal details.

Make sure to include a small amount of humanizing details about your company – for example. You could mention where your office is based or what the weather is like at the moment. This will help build trust between you and your audience, which means they’re more likely to keep reading your email.

5. Have a clear writing goal.

When deciding what type of content to include in the email, it’s crucial to consider whether you want the message to be informative or persuasive. If you’re trying to sell something, then make sure that most of your emails contain some compelling content that convinces customers that they should buy your product.

6. Test all of your emails before sending them out. 

This is a crucial step because it will ensure that your emails are successfully sent from the correct email address and written in a professional tone of voice. You can test your emails by sending them to yourself or a small group of colleagues and then scrutinizing the results afterward.

7. Create an opt-in page.

Create a lead generation form that people can fill in to sign up for your list – customize it so that you can track who is signing up and keep records of their contact details.

8. Create a follow-up series.

This means sending out emails at regular intervals after someone has signed up for your mailing list. This is an effective way of reminding contacts about your company and can help increase brand awareness.

9. Decide on a time limit for your emails. 

It’s a good idea to send them regularly but try not to do this too often because some contacts may find it irritating. For example, you could send out an email every week or month.

10. Keep track of all your results. 

You can easily see which emails are generating the most interest by looking at open rates and click-through rates, which tell you how many people have read your emails and looked at the links in them.

11. Promote your email list.

Promote your email marketing campaign on social media or any other communications platforms that you regularly use – create a catchy post to get your audience’s attention.

The Biggest email marketing mistakes.

1. Using email marketing to sell products or services.

Your subscribers are only interested in personally relevant content, so don’t push your product if nobody has asked for it. Let people know when something new, but only send out specific offers when someone asks for them.

2. Not being personal enough.

Think about the emails you’ve been sending from your email account – they probably have a more personal tone of voice than those you receive from companies. Personalize your emails, let people know who is writing to them and give them lots of helpful content instead of just promotional information about your business.

Personalize your emails, let people know who is writing to them and give them lots of helpful content instead of just promotional info. #emailmarketing Click To Tweet

3. Not being clear about why you email them.

It’s essential to make it clear what the email is about when you’re sending it out. For example, explain that your email contains an exciting offer or include a link to your website at the bottom. Don’t forget to use words like ‘Free’ and ‘Offer’ in your subject line because these are proven ways of encouraging people to open your emails.

4. Not having a clearly-defined email strategy

Before sending out the first email, think about what you want to achieve from an email marketing campaign – for example, do you want people to sign up as customers or receive regular information? If you have a promotional offer that you’re promoting, then make sure that you’re using the right tactics to get more people on your mailing list.

5. Not keeping track of results

You must keep track of how many people are opening and clicking through your emails, so decide on a system for doing this before sending out your first email. Focus on the most popular links in an email sequence and send more of them in the future.

6. Not being consistent with your approach

If you start emailing people regularly but then stop, they’ll probably ignore any future messages you send out. Ensure that all of your emails are sent at regular intervals. Always be on the lookout for interesting new content to share with your contacts.

Always be on the lookout for interesting new content to share with your contacts. #emailmarketing Click To Tweet


Email marketing is a great way to share exciting content with your audience and build a valuable contacts list. Still, it’s important not to overdo it because some contacts may find the frequency annoying. Just make sure you focus on offering valuable information, promote only when appropriate, and keep track of all results.

All these can be achieved using FREE tools like Mailchimp or a paid tool like Active Campaign.