What is email marketing?

Email marketing is described as a type of digital marketing that uses emails to advertise goods and services to new and current clients.

Email marketing is a crucial channel that both B2C and B2B businesses use to increase brand recognition, client loyalty, and conversion rates.

Why is email marketing important?

One of the most lucrative direct marketing methods is email marketing, with Statista estimating that global email revenue would reach $17.9 billion by 2027. That is a sizable number of businesses using email effectively!

Let’s examine three of email marketing’s key components for your company.

Data gathering

Data collecting is one of the main reasons firms use email.

Getting email subscribers is a terrific approach to consentingly acquire personal data from people who are interested in your business while third-party cookies are phased out.

Businesses must abide by data privacy laws like the GDPR or CCPA because customers want to secure their personal information. First-party data is gathered through email in a way that increases brand recognition and loyalty.

Inbound Marketing

By providing pertinent information, email can also assist you in attracting prospects and leads. What are some ways that email marketing can support your overall inbound marketing plan?

Prospects that have already expressed interest in your business, product, or service can be communicated with via email. By choosing to subscribe to a newsletter, they accomplish this.

Because of the nature of using email for inbound marketing, your leads are warmer because they are more interested in and eager on doing business with you. As inbound email lists often contain fewer members, it also means that the Return on Investment is higher and that costs may be lower.


Email allows for the segmentation and personalization of information and messaging because you are aware of your audience. This implies that you can organize lists in various ways by those who:

  • Manifest your interest in a specific good or service.
  • possess certain tastes, such as a love of cats!
  • Share a common base of operations
  • Are a specific age and gender

Writing a prospecting email that produces responses will be easier the more you are aware of your clients or prospects. It’s not about flooding your lists; instead, use discretion when choosing the frequency and make sure to A/B test your content and subject lines to determine what works best.

How to do email marketing: Step-by-step guide

How do you create and carry out an email marketing campaign now that you are aware of the importance of email and how to establish and grow your email lists?

Making a list

The size and calibre of the subscriber list are the primary success factors when creating an email campaign. Consider making lists that are divided up by type. You can do it according to the audience, preference, or category, but try to avoid putting all of your contacts in one pot and hope for the best.

Consider the consumers or prospects you wish to work with and why. then use Excel or your email marketing programme to compile an email list. Each list should be clearly labelled so you can quickly find it again and measure performance.

In the realm of email marketing, it’s important for beginners to explore various strategies. If you’re curious about the effectiveness of email scraping, you might find the insights shared in the article “does email scraping work” quite enlightening.

Choose an email marketing tool

There is many different email marketing solutions available. As a result, you must do your homework and select the ideal one for your company.

Some programmes are free to use initially but charge based on the number of contacts in your database after that. This is why maintaining control over your lists is crucial because you’ll be paying for each one; be ready to regularly examine your lists.

Plan an email workflow

An automated workflow is a set of emails sent in a certain sequence to nurture leads or direct customers to take specific actions. To put one up, follow these simple steps:

  • Set a goal for your workflow, such as getting more prospects to sign up for a free trial.
  • EEstablish enrollment criteria to determine who will enter the workflow based on the settings you select. Anybody who downloaded a specific ebook, for instance.
  • Choose your email assets, which may include a call to action (CTA) that directs recipients to a blog or a customised landing page for a free trial sign-up.

Plan a calendar

Similar to an editorial or social media calendar is an email calendar. To target prospects and consumers, consistent frequency and audience planning are necessary.

Set goals for each campaign and decide how frequently you want to communicate with certain segments or groups. You can determine who and when you are targeting by tracking the date of your email marketing efforts.

When transmitting, you should also keep the dates and times in mind. Depending on your target, some will be more effective than others, such as during a commute or first thing in the morning. See what works for your lists by putting these to the test.

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