Email marketing is one of today’s oldest yet strongest digital marketing tools. Despite the rise of social media and instant messaging apps, emails deliver a high return on investment (ROI) for businesses of all sizes. Why? Because emails are personal, direct, and cost-effective. Whether you are a small business owner, a freelancer, or someone just exploring the marketing world, this guide will walk you through the basics of email marketing, what it is, why it matters, and how to get started successfully.
Basics of email marketing
The basics of email marketing include:
1. What is email marketing?
Email marketing is using email to promote products, share news, build relationships, or offer services to a list of subscribers or customers. Email marketing allows you to speak directly to your audience at their convenience, whether at work, home, or on the go. These emails could be:
- Newsletters (regular updates)
- Promotional campaigns (sales or discounts)
- Automated messages (welcome emails, birthday emails)
- Transactional emails (order confirmations, receipts)
2. Why email marketing still works
You might wonder, “With all the social media platforms available, is email still worth it?” The answer is yes, and here’s why:
- Direct access to inboxes: Unlike social media posts that disappear in a feed, emails land directly in someone’s inbox.
- High ROI: According to research, email marketing can bring in $36 for every $1 spent.
- Ownership: Unlike followers on social platforms, you own your email list, which can be shut down or limited in reach.
- Personalization: Emails can be tailored to users’ names, interests, and behaviors.
3. Building an email list from scratch
Before you send emails, you need people to send them to. That means building an email list. Here’s how to start:
a. Use signup forms: Create signup forms on your website, blog, or landing pages. These forms should be easy to fill out and explain why someone should subscribe.
b. Offer something valuable in exchange for an email. This is called a lead magnet. Examples of lead magnets include:
- Free ebooks
- Discounts
- Checklists
- Free courses
- Downloadable guides
c. Use social media and blogs: Promote your signup form on Instagram, Facebook, or LinkedIn. If you have a blog, embed signup boxes in the middle or at the end of your posts.
d. Don’t buy email lists: Buying email lists might seem like a quick fix, but they often contain outdated or uninterested contacts. Worse, it can get your domain marked as spam.
4. Choosing an email marketing platform
You will need a tool to send bulk emails and manage your contacts. Some beginner-friendly platforms include:
- Mailchimp: Great for small businesses
- MailerLite: Simple, clean interface with automation
- ConvertKit: Ideal for creators and bloggers
- Brevo (formerly Sendinblue): Affordable and offers SMS marketing too
Look for features like:
- Email templates
- List segmentation
- Automation
- A/B testing
- Analytics
5. Types of email campaigns
Now that you have built your list and chosen a platform, what kinds of emails should you send?
- Welcome emails: This is the first email a new subscriber receives. It sets the tone for your relationship. Example: “Welcome to XYZ Fashion! Here’s 10% off your first order.”
- Newsletters: Send regular updates with tips, news, or inspiration, for example: A monthly health tips newsletter from a fitness coach.
- Promotional emails: Promote a sale, launch a new product, or offer time-limited discounts. Example: “Flash Sale: Get 30% Off Today Only!”
- Abandoned cart emails: Automatically remind customers who left items in their cart to complete their purchase. Example: “Forget something? Your cart is waiting!”
- Re-engagement emails: Reach out to inactive subscribers and invite them to stay connected. Example: “We miss you. Here’s a 20% discount to return!”
6. Crafting great email content
Your content matters. A lot. Here’s how to make sure people read and engage with your emails:
1. Subject line: This is the first thing readers see. Make it catchy, clear, and specific. Examples:
- “Your free checklist is inside.”
- “3 tips to boost your skincare routine”
- “We have got a surprise for you.”
2. Personalization: Use their name and segment emails by interest or behavior when possible.
- Bad: “Hello subscriber”
- Good: “Hi Sarah, here’s something just for you.”
3. Clear CTA (Call to Action): Tell the reader what to do next—“Shop Now,” “Download Guide,” “Book a Call,” etc.
4. Mobile-Friendly Design: Over 60% of emails are opened on mobile. Use short paragraphs, clear fonts, and buttons.
7. Email automation: Work smarter
Email automation helps you send the right message at the right time without manual effort. With automation, you stay in touch consistently and efficiently. Examples:
- The welcome email is sent automatically after someone subscribes
- A birthday message with a gift
- Reminders to renew a subscription
- Follow-up emails after a purchase
8. Understanding metrics and analytics
Once your emails go out, you will want to track their performance. Use these insights to improve future campaigns. Key metrics include:
- Open rate: Percentage of people who open your email
- Click-through rate (CTR): How many clicks a link in the email receives
- Conversion rate: How many completed a desired action (purchase, sign-up)
- Bounce rate: How many emails could not be delivered
- Unsubscribe rate: How many people opted out
9. Common email marketing mistakes to avoid
Avoid these pitfalls:
- Sending without permission: Always get explicit consent before emailing.
- Too many emails: Don’t overwhelm your list. Find a consistent schedule that works.
- Ignoring mobile users: Always test how your email looks on phones.
- Using too much jargon or sales language: Keep it simple and human.
- Not testing emails: Always preview and test your email before sending it out.
10. Tips for growing your list and engagement
Growing your list is ongoing, not a one-time task. Here are ideas to keep the momentum:
- Add signup links everywhere: in your website’s header, footer, blog posts, and social media bios.
- Host webinars or events: Capture emails when people register.
- Collaborate with others: Partner with businesses that share your audience to promote each other’s newsletters.
- Encourage forwarding: Ask subscribers to forward emails to friends.
- Ask for feedback: Involve your readers by asking them what kind of content they want.
11. Staying compliant with email laws
Different countries have laws about email marketing. You must comply to avoid fines and protect your reputation. Most popular laws include:
- CAN-SPAM Act (US)
- GDPR (EU)
- PECR (UK)
These typically require:
- Getting consent before sending
- Including your business address in emails
- Providing a clear unsubscribe link
- Not misleading users with your subject line
12. Real-world example
Over time, your list grows, engagement increases, and you turn casual browsers into loyal customers all through email. Let’s say you run a small online clothing store. Here’s how your email marketing strategy might look:
- Signup form on homepage: “Get 15% off your first order”
- Welcome email: Introduce your brand and offer the discount
- Weekly newsletter: Style tips, customer spotlights, and new arrivals
- Promo emails: Announce holiday sales or flash discounts
- Automation: Abandoned cart reminders and birthday gifts
Start small, grow big with email marketing
Email marketing is simple to start and strong when done right. It helps you build trust, increase sales, and stay connected with your audience. The key is to focus on providing value, not just selling. Start small: build your list, write your first welcome email, and keep learning as you go. Test different subject lines, experiment with email types, and pay attention to what your audience responds to most. Do not worry about perfection; consistency and genuine communication matter more than flashy designs. With time, consistency, creativity, and care, email marketing can become one of your most valuable business tools.
