What is Email Marketing and How Does it Work?

Do you want to learn more about email marketing and how it can benefit your business?

In this blog post, we will discuss what email marketing is, who should use it, the advantages and disadvantages of email marketing, and how to get started.

Email marketing is a great way for bloggers, e-commerce websites, or even brick and mortar businesses to connect with their customers and promote their products or services. It is a cost-effective way to reach a large audience, and it can be very effective in generating sales or leads.

What Is Email Marketing?

Email marketing is a form of digital marketing that involves using email to promote products or services. This type of marketing typically involves creating content that is customized for different target audiences and sending the content via email.

The goal of email marketing is to increase sales, drive traffic to a website, boost brand awareness, or achieve some other business objective. Because it uses digital channels, email marketing tends to be more effective than traditional methods like print ads or TV commercials.

There are many different approaches and techniques that can be used when doing email marketing, so it is important to develop a plan that will work well for your particular business or organization.

Whether you are just starting out with email marketing or want to refine your existing strategy, there are plenty of resources available to help you get the most out of this powerful tool.

With the right approach, email marketing can be an extremely effective way to grow your business and reach new heights in today's tech-driven world.

Who Should Use It

Email marketing can be a powerful tool for businesses of all sizes. It allows you to reach a large audience with little effort, and it’s an inexpensive way to stay in touch with your customers.

However, not everyone who uses email marketing will see the same results. To be successful, you need to know who your target audience is and what they want. Otherwise, your emails will likely be ignored or deleted.

So, who should use email marketing?

The answer depends on your business goals. If you’re trying to increase brand awareness or drive sales, then email marketing could be a good fit. However, if you’re looking to build relationships or provide customer support, there are better options available.

In general, businesses that are selling products or services that can be purchased online are more likely to see success with email marketing. That’s because it’s easier to promote deals and discounts, and customers are more likely to make a purchase when they’re already interested in what you have to offer.

If you’re not sure whether email marketing is right for you, consider your business goals and the types of customers you want to reach. With that information in hand, you can make a more informed decision about whether this form of marketing will be beneficial for your business.

How Does Email Marketing Work?

At its core, it involves creating personalized messages that are delivered directly to the recipients' inboxes.

There are four main steps to this process:

  • You need to create an email list by gaining the contact information for people who may be interested in your products or services.
  • You need to design the messages themselves, choosing engaging copy along with photos and other visual elements that will help engage and entice your audience.
  • Once your emails have been sent out, it's important to track your results so that you can see how well they are performing over time and make any necessary adjustments as needed.
  • And finally, it's crucial to continuously optimize your strategy so that you can continue delivering high-quality content that meets the needs of your target audience and boosts sales in a meaningful way.

Overall, email marketing is an effective way to build brand awareness and strengthen customer relationships, making it a useful tool for businesses of all sizes.

Why Is Email Marketing Important and What Are the Benefits?

Email marketing has quickly become one of the most effective and efficient ways to reach potential customers and connect with existing clients.

Unlike other forms of marketing, such as traditional advertisements or social media posts, email marketing allows businesses to directly target their ideal audience and tailor their messages according to their unique needs and preferences.

In addition, email has a relatively high ROI compared to other channels, with some studies showing that it generates more revenue per dollar than any other type of marketing strategy.

Email is more cost-effective than many of its alternatives, allowing companies to reach a large number of people without breaking the bank. Thus, despite changes in technology over time, email marketing remains an essential tool for businesses today seeking to grow their customer base and increase revenue. Your email marketing efforts will pay off in time.

What Are the Disadvantages of Email Marketing?

While email marketing can be a powerful tool, there are some disadvantages to consider as well.

First, it can be difficult to stand out in a crowded inbox. With so many emails being sent every day, it can be hard to make yours stand out from the rest.

As a result, it may take several tries before your email is finally noticed.

In addition, email marketing can be very time-consuming. Not only do you have to design the email itself, but you also have to manage the list of contacts and send out the emails on a regular basis.

For businesses with limited resources, this can be a significant drawback.

Finally, email marketing is not without its risks. If not done correctly, it can come across as spammy or even intrusive. This can damage your reputation and discourage people from doing business with you.

While email marketing has its advantages, these disadvantages should be considered as well before deciding if it’s the right choice for your business.

Email Marketing Best Practises

Here are some best practices to keep in mind when creating your email marketing strategy:

Plan Out Your Entire Email Sequence

The first step is to develop an email sequence. This typically consists of a series of emails that go out to subscribers over the course of several days or weeks. Each message should have a specific goal, whether it is to introduce new products and services, add value and insight to existing customers, or build relationships with potential leads.

Another important aspect of email marketing is getting the timing right. There is no standard rule for the number of emails to send. However, it’s important to space out your messages so that they don’t come across as too pushy or sales-oriented.

Instead, focus on providing useful information and building rapport with your audience.

Remove Inactive Subscribers to Keep Your List Fresh

If your list is filled with inactive subscribers, it can have a negative impact on your campaign results. That's why it's important to take steps to remove inactive subscribers from your list in order to keep it fresh and ensure that you are reaching the right audience.

There are a few key strategies that you can use to identify and remove inactive subscribers from your list.

  • You can set an auto-response email after a certain period of inactivity, alerting them that they need to take action in order to stay subscribed.
  • You can also perform regular audits of your list, looking for contacts who haven't opened or clicked any emails in several months or more.
  • You can also ask subscribers directly whether they would still like to receive emails from your company by including this option within each email message.

By actively monitoring and maintaining your email list, you can ensure that it stays up-to-date and effective for engaging with current and potential customers.

Personalize Your Email Marketing With Segmentation

One of the best ways to personalize your email marketing is to segment your list.

Segmentation means dividing your subscribers into groups based on shared characteristics. By doing this, you can send more targeted and relevant messages that are more likely to resonate with each group and can build customer loyalty.

There are a number of different ways to segment your list, but some common criteria include demographics (such as age, gender, location, etc.), interests, and behaviors (such as purchase history, website activity, etc.).

You can also segment your list based on engagement, which can be a great way to identify your most active and engaged subscribers.

Once you've segmented your list, you can start creating targeted content that is more likely to resonate with each group.

And don't forget to track your results so that you can fine-tune your approach over time.

Write Like a Friend

Your emails should feel like they're coming from a friend, not a faceless corporation.

Try using an informal tone of voice that feels personable and approachable. You should also aim to be engaging and interesting, keeping your customers hooked throughout the entire message.

Furthermore, be sure to make use of visual elements like images or videos whenever possible, as these can help to boost interest and ensure that even casual readers stay tuned in until the end.

Automate Your Email Marketing With Autoresponders

Email marketing software also known as Autoresponders allow you to automate certain aspects of your email marketing campaign, such as when a subscriber receives new content or when they are tagged as having shown interest in a particular topic.

Using an email service provider (aka autoresponder) can help ensure that your emails are delivered on time and are highly relevant to your subscribers.

Additionally, they give you the flexibility to change your content based on subscriber behavior, which can help boost engagement and conversion rates.

By incorporating autoresponders into your email marketing strategy, you can take your campaigns to the next level and achieve even greater success in reaching your audience.

Inject Humor in Your Emails

Injecting a bit of humor into your email marketing campaigns can be an effective way to engage your subscribers and get more people to open and click through your emails. After all, who doesn't enjoy a good laugh?

But before you start cracking jokes left and right in your emails, there are a few things you need to keep in mind to make sure your humor is actually funny and not offensive.

For starters, it's important to know your audience and what kind of sense of humor they have. 

If you're not sure, err on the side of caution and keep your humor light and innocuous.

It's also a good idea to test out different types of humor to see what works best with your particular audience.

And lastly, make sure that the overall message of your email is still clear despite the injection of humor. After all, the goal of email marketing is still to promote your product or service - the humor should just be a bonus.

Done properly, injecting a bit of humor into your email marketing can be a great way to stand out from the competition and get more people engaged with your brand. So go ahead and crack a few jokes - just make sure they're actually funny. 😁

Write to Just One Person

When it comes to email marketing, one of the most important things to keep in mind is that you should always be writing to just one person.

This means that you should focus on tailoring your content to a specific individual, rather than sending out mass messages or trying to appeal to large groups of people.

Doing so will help ensure that your message is communicated clearly and effectively, making it more likely that your readers will respond in the way that you want. It also allows you to personalize your message, adding a more personal touch and helping to strengthen the connection between you and your readers.

Optimize for Mobile

In the age of the smartphone, it's more important than ever to make sure your email marketing campaigns are optimized for mobile.

According to a recent study, over 60% of emails are now opened on a mobile device, and that number is only going to rise in the years to come.

So what does it take to create a mobile-friendly email campaign? For starters, keep your design simple and clean.

Avoid using too many images or bulky blocks of text, as this can make emails difficult to load on smaller screens.

In addition, use large fonts and buttons to make it easy for recipients to click through to your website or landing page.

By following these best practices, you can ensure that your email marketing campaigns are responsive and accessible to all users.

Focus On Writing Amazing Content

As any seasoned marketer knows, email marketing is a powerful tool for building relationships with customers and driving sales.

However, email marketing is only effective if the content is well-written and engaging. That's why it's important to focus on writing amazing content when crafting your email marketing campaigns.

The best way to write amazing content is to start by really knowing your audience. What are their pain points? What kind of language do they respond to?

Once you have a good understanding of who you're writing for, you can then start brainstorming ideas for compelling content that will resonate with them.

It's also important to keep your emails concise and easy to read, as most people skim emails rather than reading them word for word.

Some examples of writing content include the Soap Opera Sequence 

Finally, make sure to include a strong call to action so that recipients know what they should do next.

Be Aware of Spam Filters

When sending an email marketing campaign, it is essential to optimize your content and format in order to avoid triggering spam filters.

Some key best practices to keep in mind include:

  • using a clear and relevant subject line
  •  employing a logical sender address
  • maintaining a consistent tone of voice throughout the text
  • avoiding all caps or excessive punctuation.

Additionally, you should ensure that the body of your message is well-written and free of spelling and grammar errors.

By prioritizing these elements when crafting your emails, you can help ensure that your messages have the greatest chance of reaching the intended recipients. After all, the last thing you want is for your carefully crafted campaigns to be filtered out and lost along with hundreds or thousands of other messages in people's inboxes.

Make Your Subject Line Stand Out

When it comes to effective email marketing, one of the most important factors is your subject line.

Your subject line is the first thing that people see when your email pops up in their inbox, and it can make or break whether they open your message or just delete it without a second thought. To make sure that your subject line stands out and grabs people's attention, there are a few best practices you should keep in mind.

Step 1

Try to use interesting and engaging wording that conveys what your message is about without being too long or too short.

Step 2

In addition, try to use keywords that are relevant to your target audience, as this will help to ensure that your message gets seen by the right people.

Step 3

Exercise good timing and don't send too many messages at once – nobody likes getting flooded with emails! By keeping these factors in mind when crafting your subject lines, you can create powerful and effective email marketing campaigns that will help grow your business superbly.

Step 4

Personalize your email by including your sub's first name in the subject line. Most autoresponders will allow you to do this automatically by adding {first name} in the subject line.


The software will automatically pull this for you. Another advantage here is that your emails become unique because each email will have a different name. This helps with spam so it doesn't look like you are sending too many emails with the same subject line.

Step 5

You can also use emojis in your subject line which can make your email stand out more. Emojis are small pictures that you can insert into the text. They are often used to show emotion or as a way to add tone to a message.

Improve Your Email Open Rates

One key metric is the open rate. The open rate is the percentage of recipients who open an email, and it can be influenced by a number of factors.

One is the subject line. An effective subject line will entice recipients to open the email, while a dull or generic subject line will encourage them to delete it without reading.

Another important factor is the sender name. Emails from a personal name are more likely to be opened than those from a faceless organization.

Finally, the timing of your email can also affect its open rate. In general, evenings and weekends are less effective times to send emails, as people are more likely to check their inboxes during business hours.

By keeping these best practices in mind, you can help improve your email open rates and reach your target audience more effectively.

Use Strong Visuals

Include images, infographics, and videos in your emails to capture attention and interest.

Images are particularly effective at grabbing attention, so try to use images that are relevant to your message and target audience.

Avoid using too many images in each email, as this can make the message seem cluttered and difficult to read. Instead, focus on quality over quantity.

Include a Call to Action

Every email should have a call to action (CTA), as this is what encourages recipients to take the next step.

Without a CTA, your email will just be a passive message that doesn't encourage any action.

Make sure that your CTA is clear and concise, and that it tells recipients exactly what you want them to do.

For example, if you're promoting a new product, your CTA could be something like "Buy now" or "Learn more."

Keep Your Emails Short and to the Point

Since people are bombarded with hundreds of emails every day, they often have very little time or attention to dedicate to reading new messages.

And so in order to make your email stand out from the crowd and encourage people to actually read it, you need to keep it brief and focused on their needs.

That means avoiding lengthy texts or blocks of text, instead highlighting key points using brief headings or bullet points. This will ensure that your message gets across quickly while still grabbing the reader's attention.

Using these email marketing strategies, you'll have the best chance at a successful email marketing campaign.

What Are the 4 Types of Email Marketing?

There are four main types of email marketing:

  • newsletter
  • promotional emails
  • informational emails
  • Re-engagement emails

Each has its own strengths and weaknesses, and the best approach for your business will depend on your goals and objectives.

Let's take a closer look at these 4 types to see which one applies to you.

Newsletters

Newsletters are a type of email marketing that is used to provide targeted information to a specific audience.

They typically contain content such as articles, news updates, promotions, and other relevant information that targets a particular segment of a company's customer base.

One of the biggest benefits of using newsletters in email marketing is that they allow businesses to keep their customers informed about what's happening within the company without requiring them to constantly check social media or visit the company website. 

Furthermore, thanks to personalization features, newsletters can be created to target specific customer needs or interests, allowing companies to focus their message on the things that are most relevant and important to each individual customer.

So who should use newsletters in email marketing? Essentially, any business that wants to stay connected with its customers while providing them with valuable information will find this method effective. 

Whether you're an online retailer looking to increase sales or an architectural firm eager to stay top-of-mind with anyone considering a home renovation project, newsletters are a powerful tool that you can use right out of the box.

Promotional Emails

Promotional emails are a key component of email marketing and are used to reach potential customers and encourage them to take action. 

These emails typically contain a mix of promotions or special offers from the sender, along with content that is designed to draw the recipient in and keep them engaged. For example, they may include links to blog posts, articles, or videos that relate to the sender's products or services in some way.

While there are many different strategies and tactics that businesses can use when creating promotional emails, a few key factors are essential for success.

First, it is important to know who your target audience is and what interests them, so that you can include relevant content in your emails and maximize engagement.

Second, it is essential to have compelling CTAs (calls-to-action), so that the recipients are motivated to click through on your content or promotions.

Finally, an effective promotional email campaign requires consistent effort over time, as results often do not happen overnight.

With these best practices in mind, promotional emails can be an effective tool for any business looking to increase their reach and engage potential customers online.

Informational Emails

As the name suggests, informational emails are designed to provide recipients with information about a product or service.

They can be used to promote new products, announce sales or special promotions, or simply provide useful tips and advice. Because they are informative, they are often less likely to be considered spam, and recipients are more likely to read and engage with them.

However, informational emails should only be sent to those who have signed up to receive them, as sending them unsolicited can result in high levels of unsubscribes and complaints.

When used correctly, informational emails can be a powerful tool for reaching and engaging customers.

Re-Engagement Emails

Re-engagement emails are designed to encourage subscribers who have become inactive to begin engaging with your email content again.

This can be done in a number of ways, such as offering a discount on your products or services or simply sending out an email asking why they haven't been engaging recently.

Re-engagement emails can be extremely effective in getting inactive subscribers to start interacting with your content again, and they can also be a great way to build relationships with your audience.

However, before you send out a re-engagement email, it's important to make sure that you're targeting the right people. Otherwise, you run the risk of annoying your most loyal subscribers.

Therefore, if you're thinking about using re-engagement emails as part of your email marketing strategy, be sure to do your research and target your audience carefully.

How to Build Your Email Marketing List

You are probably wondering, all this information is great, but how do I build my list?

There are a few different ways to do this. You can start by promoting your newsletter on your website or blog. Include a sign-up form in a prominent location, and make it easy for visitors to find.

You can also encourage people to sign up for your email list by offering incentives, such as discounts or exclusive content.

Normally people create "lead magnets" which can be a cheat sheet, ebook, or guide. A lot of these can be downloaded from a PLR site for free. You can also create Facebook ads with a lead magnet, such as a free ebook or report, to entice people to sign up for your email list.

A great strategy I've used to build thousands of email optins is by using an "exit intent" pop-up. When someone tries to exit your page with their mouse, a popup will show asking them to sign up to your list.

Another option is to add a sign-up form to your Facebook page or other social media platforms.

How to Get Started With Email Marketing

This guide on what is email marketing is all you really need to get started right now.

You will need to subscribe to an email marketing platform. Email service providers like AWeber, GetResponse, or Constant Contact will allow you to automate your email marketing.

You can then start collecting emails from your opt-in forms and start sending out promotional and informational emails to your list. Remember, email marketing is all about building relationships with your audience, so be sure to focus on providing value and helpful information in your emails.

Conclusion

Email marketing is a great way to reach and engage potential customers.

By following the best practices outlined in this article, you can create effective promotional and informational emails that will build relationships with your audience.

So what are you waiting for? Start building your email list today!

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Drew Mann

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