A comprehensive guide to Email Marketing


The use of email within your marketing efforts to advance a business’s products and services, as well as incentivize customer commitment. Email marketing is a form of marketing that can get the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to teach your audience the value of your brand or keep them involved between purchases. It can also be anything in between. When you want to market your brand or sell your stuff, email marketing is one of the most popular and effective tools around for marketing campaigns.

What is Email Marketing?

Email marketing is a strong marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers informed of your latest items or offers by mixing it into your marketing automation efforts. It can also perform a vital role in your marketing strategy with lead generation, building relationships, brand awareness, or keeping customers engaged between purchases by different types of marketing emails.

The Importance of Email Marketing

Despite the rise of social media, email continues to be the most effective way to nurture leads and encourage customer loyalty.There are several reasons you should make email marketing one of your top preferences:

Email is the #1 communication channel.

Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.

You own your list.

On any social media platform, your account (along with all your fans and posts) could be omitted or deleted at any time, for any reason, without warning. However, you own your email list. No one can procure those leads away from you.

Email just converts better.

People who purchase products marketed through email spend 138% more than those who do not get email offers. In fact, email marketing has a return on investment of 4400%. That’s huge! And if you are thinking if social media converts even better, think again: the average order value of an email is at least three times larger than that of social media. Email is just the best way to make sales online.

Email marketing tips to get you started

Create remarkable email content

Your content needs to be astonishing if you want people to stay subscribed and forward your emails to their personal network. If it’s entertaining enough, they’ll constantly look forward to your emails.

Create 'Bonus' Content

Not all gated content is worth it to a website guest. In order to obtain their interest, you need to provide them free content first. Begin with a blog post that offers beginner information on a subject, then give “bonus” content with more advanced tips that they can obtain by submitting their email address via a landing page.

Segment your email lists by buyer persona

Use varying types of email subscriptions to send more targeted content to particular segments of your marketing personas. Email recipients are more suitable to click through emails that provide to their specific interests, so if you create multiple, targeted subscription types, you’ll grow the chance that visitors will subscribe to one of them.

Encourage subscribers to share and forward your emails

Add social sharing buttons and an “Email to a Friend” button in your marketing emails. That way, you’ll obtain access to their friends, colleagues, and networks and grow your contact list. At the end of your emails, incorporate a “Subscribe” CTA as an easy text-based link so that the people getting the forwarded emails can quickly opt-in, too.

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