Understanding email marketing

Understanding Email Marketing: A Guide to Successful Campaigns

Understanding Email Marketing techniques is the key to succeed in online marketing and build long lasting relationships with your customers. Email Marketing is a powerful form of communication with your potential customers. Through this channel, the connection is direct with them, and the chances of generating conversion are much higher and, in many cases, more effective.

Email Marketing

Many believe that Email Marketing is dying with the birth of new Digital Marketing tools, such as social networks. However, it is not because this technique is still one of the fundamental pillars in your strategy and that it generates excellent results if you do it adequately.

In fact, according to a study, according to a McKinsey & Company study, email is a much more effective technique to acquire new customers. The research shows that email is a whopping 40 times better than social networks. Besides, according to Econsultancy, 66% of marketing professionals say that the ability of email to generate RSI is either “excellent” or “good.” In comparison, only 41% feel the same regarding social media marketing.

email is a much more effective technique to acquire new customers

Likewise, Harris Interactive ensures audiences like email and that 81% of those surveyed said they were very likely to make additional purchases, either online or in stores, due to receiving emails.

In this same study, Harris Interactive indicated that 42% of companies say email is one of their most effective lead-generation channels. And 88% of B2Bs believe email is the most potent lead-generation tactic.

Increase sales with Content Marketing

Another data that shows that email is more alive than ever is that, according to MarketingSherpa, companies that send more than 100,000 emails monthly see a 94% return on that investment. With these data, it is clear that Email Marketing must be present in your strategy.

To start this journey, you must know what Email Marketing is and its benefits. What is an Email Marketing campaign? How to do an Email Marketing campaign? And the leading Email Marketing platforms, in this way, you can send your first email without dying in the attempt.

The Concept of Email Marketing

Being practical, Email Marketing is sending messages via email to attract potential customers. This concept is simple, but we will add that it does not include sending spam or junk messages because it is quality content and interests the people who send it.

Being practical, Email Marketing is sending messages via email to attract potential customers.

Another concept we enjoy, since we feel that it strikes the nail on the head, is that Email Marketing is “a method employed by brands to get in touch with their target market email. This advertising technique includes mailing and newsletters, and Most Importantly, an Excellent strategy that supports the activities carried out.”

Email marketing is sending email messages with the objective of enhancing a business's relationship

What is Email Marketing?

Email marketing is sending emails to your subscribers to promote your products, services, or content. It’s a great way to reach your audience and build relationships over time. Email marketing can be done in many different ways:

Email blasts are one-off emails sent out to all subscribers at once. They’re useful for announcing new products or services, special offers, etc., but not so much for building long-term relationships with customers who might need more personalized messages to feel engaged with you (more on this later).

Automated drip campaigns are automated sequences of emails that get sent out over time according to a schedule you set up when creating them (e.g., “Every Monday morning at 8am EST”). They’re great because they allow you more control over what goes into each message while keeping things simple enough so that they don’t take too much time every week!

Planning Your Email Marketing Campaign

Send engaging emails

Now that you know email marketing, let’s get into the nitty-gritty of planning your campaign.
First, set goals for your campaign. What do you want to accomplish? Do you want more customers, more sales, or maybe establish yourself as a thought leader in your industry? Once you have decided on a goal for your email marketing campaign, it will be easier to define who should receive the emails and how often they should be sent out (more on later).

Next, define who makes up your target audience: Are they male or female? How old are they? Where do they live? This information will help determine how much money should be spent on advertising to reach enough people within this demographic range–and no one else beyond it! Finally, choose which service provider(s) best suits all of these needs while also keeping costs down by offering affordable plans with plenty of features, such as analytics tools

Creating Your Email Content

The subject line is the most important part of your email

Now that you know the basics, creating your first email marketing campaign is time. You can use any of these tools:

  • GetResponse
  • AWeber
  • ConvertKit
    To start, write a compelling subject line that will catch people’s attention and make them want to read the email. Then craft your message–keep it short and sweet! Next comes designing your template; this is where all your text should go and images or other media files like videos or audio clips, if applicable.

Growing Your Email List

If you’re, there are a few ways you can do it. The first is creating sign-up forms on the website and social media pages. This is an easy way to add new subscribers without having to do much work at all! Another option is leveraging social media by offering incentives for signing up, such as discounts or coupons.
Finally, if all else fails (or if you want some extra help), consider hiring an expert in this area who can help guide you through everything from creating sign-up forms and landing pages to managing campaigns and measuring results

Email Automation

Email automation is a great way to save time and resources and increase your ROI. It allows you to set up automated emails that will be sent out based on certain conditions. For example, suppose someone signs up for your email list or purchases something from your store. In that case, an automated email could be sent congratulating them on their purchase or welcoming them to the company’s mailing list.
Automated emails can also be used for other purposes, such as sending out newsletters or promotional offers- endless possibilities!

Analyzing Your Email Campaigns

  • Tracking open and click rates
  • Segmenting your list
  • Measuring ROI

Best Practices for Email Marketing

Here are a few best practices to help you get the most out of your email marketing:

Personalize each email. The more specific you can be with your emails, the better. If someone has signed up for a newsletter about travel stories from around the world, don’t email them about how to fix squeaky doors.

Optimize for mobile devices. Many people now access their emails on their phones or tablets instead that your emails look good when viewed on these devices (and don’t forget about mobile-only subscribers!).

Avoid spam filters by following best practices like being transparent about what type of content will be sent through your newsletter and not including images unless necessary. For example, if a picture is included in an article within an issue of your newsletter, then put it at the end instead of embedding it directly into one of those articles not to confuse any readers who may receive this via their inboxes rather than their browsers!

Using Email Marketing for Lead Generation

Email marketing is one of the most effective ways to reach prospects and interest them in your product or service.

To use email marketing for lead generation, you must create an irresistible offer that will entice people to act. You also need to optimize your emails so they’re as effective at turning leads into customers as possible.

Suppose you integrate your email marketing software with a customer relationship management (CRM) system. In that case, you can use the CRM to track how well each campaign performs—so that over time, every dollar spent on email marketing brings in more than one dollar’s worth of revenue from sales leads.

Email Marketing Tools

Before you start your email marketing campaign, consider the following: First and foremost, you’ll need an email marketing platform.

This software lets you create and send emails, manage your contacts list, and track engagement with people over time. There are many options on the market—some free (and very rudimentary), some paid–so consider what works best for your business before choosing one.

When choosing an email marketing tool, it’s essential to consider what functionality will most benefit your business at this stage in its development. If all you need is basic reporting on open rates or clickthroughs from specific campaigns or segments of customers, then a free option like MailChimp may suffice; however, if there are more advanced features such as segmentation available within those same tools, then perhaps paying for one might make sense instead (it depends!).

Benefits of Email Marketing

Paper rocket with paper written EMAIL MARKETING

Email marketing is an effective and popular way for businesses to reach and engage customers. This table outlines the seven most important benefits of email marketing, an analysis, a score out of five, a scientific study supporting each benefit, and a link to the survey. By understanding the advantages of email marketing, businesses can better utilize this marketing strategy to improve their customer relationships and ultimately drive sales.

Benefit Benefit AnalysisScoreSupporting StudyURL
Increased ReachEmail marketing allows businesses to reach a large audience quickly and easily.4.5“The 2021 Email Marketing Census” by Econsultancy and Uplershttps://econsultancy.com/reports/email-census/
Cost-EffectiveEmail marketing is relatively inexpensive and can generate high ROI compared to other marketing channels.4“Email Marketing ROI: What You Need to Know” by Campaign Monitorhttps://www.campaignmonitor.com/resources/guides/email-marketing-roi/
PersonalizationWith email marketing, businesses can tailor messages to individual subscribers based on their interests and behaviors.4.5“10 Email Marketing Statistics You Need to Know” by OptinMonsterhttps://optinmonster.com/email-marketing-statistics-you-need-to-know/
Easy to TrackEmail marketing campaigns can be tracked easily, providing valuable insights into subscriber behavior and campaign effectiveness.4“7 Email Marketing Metrics You Should Be Tracking” by HubSpothttps://blog.hubspot.com/marketing/email-metrics-you-should-be-tracking
Increased ConversionsEmail marketing can increase conversions, as subscribers are more likely to purchase after receiving promotional emails.4“The Power of Email Marketing” by OptinMonsterhttps://optinmonster.com/email-marketing/
Brand AwarenessConsistent email marketing can help businesses build brand awareness and trust with subscribers.4“Email Marketing Benchmarks” by Campaign Monitorhttps://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
SegmentationEmail marketing allows businesses to segment their audience and target specific groups with tailored messages, improving engagement and conversion rates.4.5“10 Email Marketing Statistics You Need to Know” by OptinMonsterhttps://optinmonster.com/email-marketing-statistics-you-need-to-know/

Increased brand awareness

Email marketing helps businesses to increase their brand awareness by sending regular messages to their subscribers, reminding them of the brand and its offerings. Score: 4.5. Supporting Study: “The 2019 State of Email Marketing” by HubSpot. Link: https://www.hubspot.com/marketing-statistics


Email marketing is a cost-effective way for businesses to reach a large audience with minimal investment, making it a great option for small businesses with limited budgets. Score: 5. Supporting Study: “The Power of Email Marketing” by Campaign Monitor. Link: https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/

Targeted audience

Email marketing allows businesses to segment their audience based on various parameters and send personalized messages to each segment, resulting in higher engagement rates. Score: 4. Supporting Study: “The Ultimate Guide to Email Segmentation” by OptinMonster. Link: https://optinmonster.com/email-segmentation/

Measurable results

Email marketing allows businesses to track various metrics, such as open rates, click-through rates, and conversion rates, providing measurable results for their marketing campaigns. Score: 5. Supporting Study: “Email Marketing Benchmarks” by Campaign Monitor. Link: https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/

Increased website traffic

Email marketing can drive traffic to a business’s website by including links to relevant content, products, or services. Score: 4. Supporting Study: “Email Marketing Benchmarks” by HubSpot. Link: https://www.hubspot.com/marketing-statistics

Higher conversion rates

Email marketing has higher conversion rates than other marketing channels, allowing businesses to send personalized messages to a targeted audience, resulting in higher engagement and conversion rates. Score: 4.5. Supporting Study: “Email Marketing Benchmarks” by Campaign Monitor. Link: https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/

Increased customer loyalty

Email marketing lets businesses stay in touch with their subscribers and keep them engaged with the brand, increasing customer loyalty and repeat business. Score: 4. Supporting Study: “The ROI of Email Marketing” by Constant Contact. Link: https://blogs.constantcontact.com/roi-of-email-marketing/

What is an Email Marketing campaign, and how do it?

An Email Marketing campaign is a series of commercial messages sent to a database of emails from people who decided to be included in your newsletter. A strategic and creative rationale also supports these messages.

The most important thing you should know is that you must have a defined strategy and know your Buyer Persona to do an Email Marketing campaign. If you don’t know this, you will waste your time and become tremendously frustrated.

Now, we will explain what you should do for a successful Email Marketing campaign and you can attract the largest number of customers with it.

Set the goals

Set your goals in your email marketing strategy

First, you should define what you want to achieve with the campaign. After determining the objectives, you must establish metrics to measure whether you meet the campaign objectives.

For example, you have summer offers to sell all the merchandise from last season, your goals may be:

  • Increase the number of sales through email.
  • Activate a new sales channel for our clients.
  • Increase traffic to the web.

The metrics for these goals can be:

Be specific when setting your email marketing goals
  • Increase 15% of sales through email.
  • Increase 15 web traffic from email.
  • Increase the number of new subscribers by 20%.
  • Define the strategy

Now comes the time to define how you will achieve those goals that you have already set. When you do the strategy, you have to find a balance between the strategic and the creative because it is not only about sending an email to a segment interested in one (or several) of your products but about how you present the information you want to transmit.

If we work with the previous example of summer sales to sell all the merchandise from last season, your strategy may be:

  • Special offers for those who subscribe to your newsletter.
  • Special offers for your old subscribers.
  • Define the content

Perfect, you know what you want and how to do it. Now it’s time to define how you will send the information. This point is critical because it is decisive because a large percentage of the strategy’s success is taken by presenting the message.

Everything will depend on your target audience, how they communicate, and your type of product, but you must have yourself here a little and think well how you will send it because then pressing “send” there is no going back, and for a wrong message, you can lose a sale.

Define the frequency of the content

Find the balance. The ideal should be one a week, but if it is quality content that does not bore your audience from receiving them. On the other hand, if you do not have quality content already thought and done, it is better to do the mailing every fifteen days or once a month but dedicate enough time to creating the quality content you need.

Organize a shipping calendar

After you know what you will send and how often, you must define the exact days and content you will send. Remember that you must be dynamic enough not to bore your subscribers and get them to read your email, so get creative.

Anatomy of the perfect email

Anatomy of the perfect email marketing strategy

We will give you some practical advice to put together your perfect email from the title to the body and achieve the highest sales through this means. Let’s get started! 

The title or subject of the message

Let’s say it’s the first impression you make on your subscriber. Therefore, it must be striking enough for them to click and open the email. The subject must be short (no more than 50 characters) but powerful enough so that the person does not resist opening the email.

Make the email personalized. That is, use the person’s name in the text that they see below the subject. In this way, they will be much more tempted to open the email because it gives the feeling that it is an exclusive offer for them.

Check the text

A spelling mistake can cost you a conversion, so take a closer look at the spelling and grammar of your email. Also, take care that the text is not too long. Remember that you will have a few minutes of attention, so you must be clear and concise with what you want to say.

Less is more

Here and in Beijing, do not waste time abusing the images and information you will give in the mail. Be clear, brief, and direct. Your readers will appreciate it.

Don’t forget about yourself.

Although we do not want to be invasive or talk about us constantly, you must include your logo and name in the email body. In this way, you will be enhancing the remembrance of your product in the consumer. You should also link to “see on the web” if some users have problems seeing the mail.

Likewise, we recommend that you put at the end of the email all possible contact information, emails, website, telephone numbers, addresses, etc. This way, you facilitate and make known the places and channels to communicate with you without many searches.

Focus on the message

Make the center of attention on the message and what you want to communicate, especially what you want to sell or promote. Be very careful with the images so that you do not overload the email, and pay attention to their weight because if they weigh a lot, servers block you.

Buttons to Social Networks

By including them, you facilitate the content’s virality and be shared it with other users who may also be interested in your product or service.

Unsubscribe button

Although we least want a user to unsubscribe, we must include it at the end of our email if a user makes that decision.


What is email marketing?

Email marketing involves sending promotional emails to engage and convert a group of people, helping businesses build relationships, drive traffic, and increase sales.

Why is email marketing important?

Email marketing nurtures audience relationships, boosts website traffic, and enhances sales by delivering targeted content directly to subscribers’ inboxes.

How does email marketing work?

Email marketing involves crafting subscriber lists, designing captivating emails, and strategic timing. Success lies in clear messaging, strong CTAs, and effective segmentation.

What are best practices for email marketing?

Effective email marketing includes growing quality email lists, personalizing content, segmenting audiences, mobile-friendly design, and tracking performance metrics for continuous improvement.

What types of email marketing campaigns are common?

Common campaigns include welcome, promotions, newsletters, cart abandonment, and re-engagement for inactive subscribers, each tailored to specific audience engagement goals.

What are some effective email marketing strategies?

Email marketing strategies are vital for success. Learn how to nurture customer relationships, engage through personalized content, and utilize segmentation effectively. Discover more in Em Walcott’s Guide to Successful Affiliate Marketing Strategies.


Email marketing is a great way to reach your audience, but it’s not for everyone. If you’re interested in using email marketing, I recommend starting small and building up from there. You can use MailChimp or another service like it to help build an email list and send relevant emails to your audience.
Let me know if you have any questions about this guide or if there’s something else I can help with!


  • The Ultimate Guide to Email Marketing by Hubspot [1]
  • Email Marketing Best Practices in 2022 by Campaign Monitor [2]
  • Email Marketing Strategy: A Data-driven Guide to Email Marketing by Oberlo [3]
  • The Beginner’s Guide to Email Marketing by Mailchimp [4]
  • Email Marketing Benchmarks by GetResponse [5]
  • Email Marketing Stats You Need to Know by OptinMonster [6]

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