Email Marketing 101: The What, The How, and The Why

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Last Updated on February 6, 2023 by Mandy Schmitz

Email marketing

I assume you run a blog and social media channels to keep your digital business up and running. But have you considered email marketing?

With popular online platforms like social media, live chats, and others, emails may seem old-school. But if you think email marketing isn’t worth it, think again.

Do you know emails have a user base of over 4 billion people?

What’s more, according to HubSpot, “Email generates $42 for every $11 spend, which is an astounding 4,200% ROI, making it one of the most effective options available.”

Perhaps this explains why email marketing deserves a place in every digital marketer’s business efforts.

If you are fairly new to email marketing, you’ve come to the right place. Here’s everything you need to know to succeed in this field.

What is Email Marketing?

Table of Contents

email marketing

As its name suggests, email marketing is a digital marketing strategy that uses electronic mails to communicate with a potential customer to sell products and services, build relationships, or increase brand awareness, among others.

You can think of it as the digital version of the traditional promotional mails you used to get in your mailbox some 10 to 20 years ago. Except that with digital mails, no papers are wasted and the purchasing process is much faster.

Email marketing has come a long way since emails became a thing a few decades ago. From the simple “Hi, we have a new product” message years ago, marketing emails have evolved into the sophisticated visual feast we know today.

But with an average consumer receiving hundreds of marketing emails every single day, the competition has gotten a lot fiercer. So if If you want your messages to be noticed, you have to make sure they stand out from the rest.

How Does Email Marketing Work?

In general, email marketing is not a complicated process. However, it requires a lot of A/B testing to figure out what works best for you and your customers.

Like most marketing strategies, email marketing starts with identifying your potential customers. Know the demographics of the people who will most likely be interested in what you’re offering. From there, you can build your email list.

There are many ways to build an organic email list. For example, you can use lead generation tools or entice your site’s visitors to sign up for your newsletters.

Aside from your mailing list, you also need to plan for things like:

  • How often you send a marketing email
  • What tone you should use in your email messages
  • The tools you’ll use to send out those emails

Once you have all these, it’s time to put your email marketing strategy into action. Since you’ll be sending out large volumes of emails every single time, using an email service provider can make the process a lot faster.

Though statistics say that email marketing has a high ROI, you can’t expect your first round of email sending to produce results. As I said, it needs a lot of A/B testing. You need to figure out not just what your audience wants but what converts them into paying customers.

To do that, you need to constantly monitor your campaign’s metrics and adjust your email marketing strategy as necessary.

Elements of Email Marketing

To fully understand how email marketing works, you need to know about its three basic elements:

1. Email Service Provider

email marketing

An email service provider (ESP) is software that allows you to create and launch your email marketing campaign. In short, it helps you design and run automated emails.

As a result, it becomes easier for you to build your email list and send emails to the target audience as it automates actions prompted by your customers.

This allows you to customize each interaction with a relevant audience, increase engagement, and boost conversion.

Overall, the basic function of ESP is to store and send email addresses. However, a more advanced Email Service Provider may offer additional features like A/B testing of automation, lead capture forms, website tracking, and segmentation based on what your subscribers prefer.

2. Email List

You cannot pull off email campaigns without an email list.

An email list refers to the list of emails you collect via website, social media platforms, lead generation software, or other means. Simply put, it refers to the total number of subscribers you have.

It includes the names and email addresses of people who permitted you to share the latest updates with them.

While there are several ways to build your email list, an interesting offer (i.e., a coupon or discount) will entice your target audience like nothing else. Also known as a lead magnet, it is the best possible offer in exchange for an email address.

3. Email Content

All your email marketing efforts eventually come down to the content of your email. Remember that you are the guest in your audience’s inbox, and it’s your chance to impress them.

The email content is simply the message you send to your subscribers. Typical email content includes automated replies, promotional products, newsletters, or new-release announcements.

Your content should offer value to your customers. So, the first thing you need to consider is that it aligns with your business goals and audiences’ interests.

A well-defined email with a clear goal is like hitting the nail on the head.

It will generate and nurture leads, increase brand awareness, engage your customers, and help gain customer loyalty.

Types of Email Marketing

What is the right format to meet your email marketing goals? Is it an email delivering your brand’s newsletter or an irresistible offer?

Marketers often find themselves in the face of such questions.

Below, we’ll discuss several types of emails to help you choose which is more appropriate for your brand.

1. Welcome Email

Gaining a subscriber doesn’t necessarily mean it’ll contribute to your business.

Research indicates that 50% of leads you generate are qualified but not ready to make a purchase currently. What’s more, 25% aren’t even qualified – they would never buy.

You need to nurture your leads to encourage them to buy, and welcome emails are your best bet.

But wait, don’t introduce your products or services right away. At this point, you have no relationship with your customer yet. Use the welcome email as an opportunity to create one.

Just create an impression on your customer that depicts your industry expertise, and make way for future contact.

You can write something formal and straightforward like, “Thanks for signing up” or “Welcome to our email list!”

Note that there is no right or wrong way to send a welcome email. However, you should ensure it aligns with your company’s voice.

For instance, a welcome email like, “Oh hi beautiful! Welcome to XYZ,” would work if you run a fashion business.

However, such a headline won’t be relevant to the fitness or healthcare industry, but it might go well for the skincare business.

Take a look at how Twitter welcomes its users:

twitter welcome email

2. Thank You Email

By showing gratitude and appreciation, you can build a stronger bond with your customers, and there’s no better way to do that than sending a Thank You email.

The question is when and whom to send a thank-you email?

You can send a special thanks to:

  • Newsletter subscribers
  • Customers on special holiday events
  • Customers on their birthdays
  • Loyal customers
  • Even attendees

But your goal here is to humanize the relationship with your customers. So, a robotic and bland “Thank you” won’t work.

Instead, get a little more creative, “Thank you for trusting us; we appreciate it!”

Know for a fact that the customers on the other end are humans, and they’d undoubtedly appreciate a more human-like approach.

So, instead of saying “Thank you for placing an order!” try something like, “This is Steve from XYZ company, Thanks a lot!”

But, again, make sure you do not write anything silly that’ll turn off your customers. Above all, avoid typos and grammar errors!

3. Event Invitation

Your customer’s inbox is a battleground when it comes to event invitations. You have to fight to gain the attention of your customers.

Make sure you keep the event email subject lines catchy, but the tone should match the type of event you’re hosting.

Typical events include webinars, workshop events, seminars, conferences, corporate parties, meet and greet invitations, team outing invites, lunch invitations, networking events, and more.

Some common examples include:

  • You’re invited! Please join us for (Event Name) happening on (Event Date)
  • Hello (Name)! Meet us at (Event Location) for an exciting (Event Name)
  • Just announced: (Event XYZ) happening on (Date) in (Location)

Besides, although you’re inviting your customers virtually, it doesn’t mean it has to be boring. Design your emails well and keep them interesting.

Also, keep the subject line short yet compelling – say more in fewer words. Common subject line examples include:

  • Hurry! Get your tickets now!
  • The wait is finally over! You’re invited to (Event name). Get tickets today!
  • You’re invited at (Location) for (Event name)

4. New Product Announcement

Whether you plan to launch a product or update it, the purpose of product announcement is the same:

  • educate customers about the features and benefits of a product.
  • Inform as many people as possible and convince them to take action.

With over 306.4 billion emails sent and received, it is not easy to get yourself noticed. What’s more, the number is expected to grow by 376.4 billion by 2025.

So, you need to be strategic with your email design. For example, you should not send a direct product announcement email. Instead, try to build an email sequence including a teaser email, product announcement, product launches, and a follow-up email.

The sequence and series of emails are perfect for building the interest of your audience. Here are some examples of killer product announcement email subject lines.

  • Keep your eyes open; something new is coming to (Brand name)
  • Big, (very) big news!

But if you’re selling a product in high demand, make sure you include a compelling image with powerful visuals and keep the subject line simple. Sometimes less is more.

Apple, for instance, is a master when it comes to product launch. Here’s how the brand gained public attention with a minimal subject line:

  • AirPods Pro is here.

5. Newsletter or Digital Magazine


Newsletters are a great way to educate customers or prospects about your brand. A digital magazine typically includes a brand’s passion projects, employee profiles, and related visuals.

Frankly speaking, newsletters are not a great marketing strategy to attract prospects. I mean, no prospect would be interested to learn about a company unless you go the extra mile to offer them something intriguing.

But they are perfect for existing customers, informing them about the latest brand news, products and asking them for feedback. Here’s what a newsletter email should include:

  • Company’s logo
  • An eye-catching graphic
  • Brand’s top stories
  • A footer with the subscription information and social links

6. Offers and Promotions

Promotional emails are meant to spread the word about your product or service. The goal is to increase brand awareness, boost revenue, and build long-term relationships with customers.

Studies indicate that 49% of customers say they’d like to receive weekly promotional emails from their favorite retail outlets.

However, not all promotional emails get enough attention. Besides, not all are the same either. So you have to make sure your promotional email aligns with your brand’s image.

Here’s how Starbucks does the job: Enjoy 3 holiday drinks, get another free!

In short, your subject line should be related to your brand.

Here is how an award-winning online print and design company, Moo, managed to build its audience:

10% off. Just waiting for you.

But the brand follows up with a promise, “If your order’s not exactly how you pictured it, we’ll reprint it for free!”

Are you willing to offer something similar or close to your customers?

7. Lead Nurturing Email

It won’t be wrong to call this email marketing tactic the king of all.

The aim of lead nurturing emails is to take customers on a journey that’ll impact their buying behavior. These emails include a series of personalized and automated emails.

What sets these emails apart from the rest is that they are customized emails built using customer behavior and analytics. It allows marketers to target the audience, encouraging them to take further steps into the sales funnel. Here’s how to create a winning lead nurturing email:

  • Personalization is the key
  • Design targeted content
  • Keep the timings in mind
  • One email is not enough
  • Do not forget your company’s CTA
  • Consider A/B testing

Canva, an online design and publishing tool, helps people create enticing designs and images. Here’s what they included in their recent lead nurturing email, “Needing some pattern design inspiration?”

A designer willing to learn more about graphics would likely click this and follow up.

8. Sponsorship Emails

Sponsorship emails is essentially a paid media strategy. You pay to include your copy in another seller’s newsletter.

For this purpose, you need to design the copy or ad according to the instructions given by the seller.

You also must check for size limitations, image recommendations, and more. These types of emails are highly targeted, allowing you to define the particular segment you want to reach.

However, when reaching out to sponsors, you have to give them a reason to connect with you. Here’s how:

  • Give them a point to open with a short yet snappy subject line, “Met you at (XYZ event), would love to connect!
  • Tell them how you are connected but don’t write an ebook, “I had dinner with (referrer name) just the other day. I got to know about your ideas, and I am pretty impressed. Your approach aligns with my project goals. Let’s connect!”
  • Avoid breaking the ice with, “Hope you’re doing well.” Instead, start off hot and pushy.
  • Be concise and clear about the message you’re conveying.

9. Transactional Emails

These types of emails are sent when contacts in your email list have taken a particular action. By sending a transaction email, you encourage them to complete the action.

Common examples include delivery confirmation emails, password reset emails, invoice emails, order confirmation, and legal update emails.

Here’s what an order confirmation email looks like:

  • Hello (customer name)! Your order is on its way. Keep an eye on your mailbox or click below to track your order. Your order tracking number is (insert the number).

Transaction emails can sometimes reactivate inactive users or recover abandoned carts.

10. Product Recommendations

Like the signposts that help you find a way when you get lost in an unknown place, product recommendation emails do something similar for your customers.

Online shoppers may look through your store willing to buy anything, but they need your guidance to make a purchase.

But how exactly will you recommend a product when you do not even know what the user is willing to buy? You can display recommended products based on algorithms, including.

  • Most viewed items
  • New arrivals
  • Bestsellers
  • Products on sale

The titles typically include:

  • People who viewed this also purchased
  • Sales
  • You may also like
  • Back in stock!

11. Video Emails

Emotions rule, and videos evoke them perfectly.

Visuals are easier for the brain to process. While a written email might get overlooked, video emails will likely grab your audience’s attention.

Wistia, a video hosting platform for B2B marketers, performed A/B testing for their email marketing campaign.

The brand experienced a 21.52% increase in clicks through video thumbnails.

You can also increase click-through rates by including a video of:

  • Your company’s factory tour
  • Company overview
  • Product overview

Why Should You Do Email Marketing?

With several digital marketing strategies popular today, marketers often wonder, “Is email marketing important?” The short answer is yes, it’s still important and one that marketers should never take for granted.

Here are some of the most compelling reasons why you should do email marketing:

1. Direct Access to Your Audience

Email marketing allows you to be in your target audience’s inbox. A social media post might disappear after a while or get overlooked by your target audience. But emails offer a way to connect with your audience directly.

Besides, being in direct contact gives them a feeling that you value them as customers.

2. Permission-based

When customers sign up to your email list, they have permitted you to send them emails.

In other words, you are not pushing your promotional offers, product announcements, event invitations, or newsletters towards them. Instead, they expect to receive these emails.

Nonetheless, because they have given you permission does not mean you can send them whatever you’re up to.

Keep your emails meaningful, purposeful, and valuable.

3. More Personalization

Personalized emails are a way to work smarter, not harder.

71% of consumers say a personalized experience influences their decision to open and read brand emails.

Certainly, a “Hi, there!” email will get less attention than a “Hi, (customer name)” email.

But the name alone does not indicate personalization. You can also segment your contact list based on customers’ actions or particular contact properties. Besides that, you could include a personalized picture whose content dynamically changes with the LivePic feature of Marketer Magic.

For instance, you can track your page views and check how many times a contact views your page. More views indicate a customer is willing to purchase a product. Ensure you engage those contacts by building a series of lead nurturing emails.

4. You Have More Control

Email marketing gives you a range of options to target your audience. Even if we look at the types of emails alone, they explain enough how much control you have with this marketing tactic.

You can pay gratitude to your customer through a Thank You email, introduce your product through a product announcement email, tell more about your company via newsletters, and the list goes on.

5. Cost-Effective

Email marketing won’t break your bank when reaching out to your target audience. Yes, the initial efforts to build your email list require you to spend some money. Still, this marketing strategy is generally inexpensive.

A mid-sized business can expect to spend a maximum of $1000, and a small business would need to invest even less.

According to reports, 82% of marketers spend between 0-20% of their total marketing budget for email marketing – a small price to pay considering the expected returns for your business.

6. Better Targeting

Highly customized emails help you target the relevant audience. Your aim is to divide your subscribers by age, gender, occupation, geography, interests, and more.

Mailing list segmentation takes the burden off your shoulders.

This allows you to increase response rates, boosting your business revenue.

Consider your customer is at the consideration stage of the buying cycle. You can segment them and send relevant information to move them to the research, compare, and eventually the purchase stage.

7. Measurable Results

One of the biggest advantages of email marketing is that it offers measurable results such as:

  • Click-through rates
  • Delivery rates
  • Bounce rates
  • Open rates
  • Unsubscribe rates

This helps you understand how your campaign is working, what needs improvement, and which campaigns you need to get rid of.

It also helps you know your customers better and how you can cater to their unique needs.

For instance, a few customers expect to receive daily emails while others only want weekly emails. The latter may end up unsubscribing from your newsletter when they receive more emails than usual.

In short, measurable results allow you to come up with a solid strategy.

8. Scalable

Because you can track your email campaign results, it allows you to scale your business accordingly.

Besides, highly personalized and targeted emails also help you meet the demands of your target audience.

There’s no guesswork in business, and email marketing provides you with factual, measurable data, helping you discover valuable insights.

As a result, you can test and tweak your performance, handle increasing subscribers, and scale your campaigns through careful planning and execution.

How to Get Started With Email Marketing

Now that you know the basics of email marketing, here’s a quick guide on how you can get started:

1. Build Your Email List

You cannot begin sending emails unless you have an audience. For that purpose, you need to build your email list.

The question is how to build your email list?

Building an email list is not an overnight process. You need an effective strategy beyond the standard email sign-ups to compel your visitors to sign up. Here are some popular ways to encourage your customers to share their email addresses.

  • Free ebooks
  • Free downloads
  • Deals and coupons
  • Exclusive notifications
  • Exit-intent pop-ups

Note that simply saying, “Share your email address,” won’t work. I mean, why would anybody like to receive updates from your company unless it’s something valuable?

Make sure you offer value in the form of an incentive like free stuff, the latest updates, or special deals.

2. Choose an Email Service Provider

An email service provider (ESP) is software that helps you manage your email list. In addition to maintaining an email list, it also designs and executes automated email campaigns.

But wait, you cannot go on and choose ANY email service provider. You are investing your time and money to run an email marketing campaign, and you have to ensure you do it the best way possible.

Here are a few things to look into when selecting an ESP.

  • Look for must-have, basic features: templates, tracking, mobility, automation.
  • You have free basic email marketing service providers, and you have those that easily run into thousands of dollars. What is your budget? As a rule of thumb, go for an affordable ESP that offers multiple payment plans.
  • Check the delivery dates. Look for an ESP that provides an average delivery date of 98% or higher.
  • If you have goals and KPIs to achieve, you need to look for an ESP that you can access in the hour of need. A good ESP has a resourceful and smart customer service team.

ProtonMail, Zoho Mail, Outlook, Yahoo, Gmail, HubSpot, and iCloud are top-rated email service providers.

3. Set-up Your Welcome Email

This email is geared towards users who just signed up and subscribed to your website. The goal is to welcome subscribers and encourage them to follow up with your company’s updates.

A welcome email is perhaps your first impression and the first direct contact with your customer. Make sure you keep it impressive.

Setting up a welcome email depends on the email marketing platform you choose. Typically, you need to create an email campaign, select email automation, and choose the welcome email template.

Then, you can design the template according to your preferences. A good welcome email includes the following.

  • A clear and engaging subject line
  • Greetings
  • Offer your subscribers a gift
  • Ask them to follow you on social media

In addition, make sure you send the email on time and not hours after your customer subscribed.

4. Create Email Templates

You can craft reusable emails with several email marketing tools. Let’s say you’re using Gmail for your marketing campaign. Here’s how you can create an email template.

  • Open Gmail
  • Click Settings at the top right corner and go to Advanced
  • Click Enable in the Templates section
  • Select Save Changes at the bottom

To create and compose email templates, you need to open Gmail and follow the instructions.

  • Click Compose
  • Type your template text in the Compose window
  • Click on the Templates > Save draft as template > Save as new template

Besides Gmail, you can also use several tools like BEE Free, Stripo, Unlayer, Postcards, and Email Monster to create email templates.

5. Craft Your Email Copies

Email copy is a pre-written text crafted for a particular marketing or sales purpose.

For example, you send an email copy to your subscribers to tell them about an upcoming sale.

The difference between standard correspondence and email copy is that the latter is not written in the present moment.

Quality email copy content can add value to your subscribers. Besides, it helps you tell stories, engage with prospects, and maintain consistency. Here’s how you should write a compelling email copy.

  • Use descriptive words and an active voice to deliver a powerful message. In other words, be bold!
  • Be clear and concise. No one likes to read an e-book long email. Keep your emails to the point so readers do not lose attention.
  • The email should captivate the readers. Tell them what they can expect and why they should read your email.
  • Send them relevant content, not the one your audience feels they should have received last week. I mean, imagine sending a late birthday wish – not cool!

6. Formulate Subject Lines

Your email may offer value to your customers, but if your subject line is not catchy, your audience might not even open your email.

Simply put, it’s the subject line that determines whether or not your audience will open the email.

Make sure you keep your subject lines short and include the most important words at the beginning. You can skip the traditional “nice to meet you” or “Hello.”

Here are some unique ways to encourage your audience to open the email.

  • Humans are naturally curious. Tap into their nosiness with subject lines like “Guess a surprise gift for you!” or “Don’t open this email”
  • Make your subject lines hilarious, “Here are 25 people you should avoid on New Year’s Eve.”
  • It might sound a little mean but hit the pain points of your subscribers with subject lines relevant to your industry. If you run a beauty brand, you can include a subject line like, “Your beauty issues: solved” (Sephora)

7. Preview Your Email

Remember when Steve Harvey announced the wrong name for Miss Universe 2015? Perhaps that moment explains the importance of doing a test run.

There are several common mistakes we make in our emails. These can include typos, missing words, broken links, outdated info, and wrong dates.

Suppose you sent an email promoting your latest product. The click-through rate is amazing; you begin celebrating until you hear back from your subscribers:

  • Bad link
  • The link is wrong
  • I cannot open the link

By the time you correct the message and send a new one, your subscriber probably moved on, and so did your sale.

Luckily, you can avoid these cringe-worthy errors by previewing your email.

  • Let your email rest for a while and read it with a fresh mind
  • Read your email out loud
  • Read the text from end to beginning (Most proofreaders follow this method because IT WORKS!).

Also, check your email for punctuation and grammar too. You can use Grammarly for that purpose.

8. Send Your Email at the Right Time

When is the right time to send an email? Well, the time your subscribers are more likely to read the email!

In general, the higher the number of subscribers reading your email, the more conversions you’ll have.

According to a study conducted by HubSpot, “Tuesday appeared as the best day to send an email with 20% more opens than average. Monday and Wednesday were tied for second with 18% more openings than average, followed by Thursday at 15% and Friday at 8%.”

Additionally, the best time to forward emails is 11 AM except for Sunday. On Sundays, 9 PM has a 35% more open rate than other times.

Besides keeping the right day and time in mind, learn about the time zones of your target audience too.

9. Track Your Results

Keeping track of your results is also a part of running a successful email marketing campaign. Here are a few metrics you need to measure:

  • Open Rate: The number of people who opened your email.
  • Click through rate: Percentage of recipients who clicked on a link inside your email.
  • Unsubscribe rate: Percentage of people who unsubscribed your mailing list
  • Complaint rate: How many people marked your email as spam
  • Conversion rate: People who completed the desired action (made a purchase)
  • Bounce rate is the number of emails sent vs. those that bounced back (didn’t make it to the recipient’s inbox)
  • Share rate: Number of email recipients who shared or forwarded your email with someone.
  • ROI: Overall return on your investment for email campaigns.
  • Growth Rate: The rate by which your email list has grown over time.

Monitoring these metrics every week lets you know where you’re falling short. Later, you can adjust your campaigns accordingly.

Email Marketing Tips and Strategies to Keep in Mind

Some of the best email marketing strategies can put you on a path to fine-tune your email and generate more revenue.

1. Never, Ever Buy an Email List

Buying an email list is like sneaking into someone’s home without their consent, and on top of that, they are not interested in welcoming you either. Makes sense?

When you buy an email, you do not gain subscribers. Instead, you have received the contact information of people. This automatically plummets your engagement.

So, 200 subscribers who open your email is way better than 200,000 subscribers with an extremely low click-through rate.

Further, people who do not bother to open your emails might remember your brand name. What that means is a negative impression of your company.

Therefore, it’s always better to build a valuable email list instead of getting your emails spammed.

2. Use a Clear and Convincing Call to Action

Call to action refers to a link or button that prompts readers to click.

Think about the emails from your favorite brands; how did they encourage you to click the link? A compelling copy and a captivating graphic might be among the top reasons. Here are a few tips to keep in mind:

  • Keep the CTA short and to the point. It should not exceed five or six words.
  • Make button text large to keep it readable.
  • Use action-oriented text like “Get ready”, “Try it out for free”, “Reserve your seat today.”
  • Create a sense of urgency to increase click-through rates, “60% off ONLY today,” “5 spots left – book now!”

You see? Your CTA should tap into readers’ emotions and encourage them to take action.

3. Optimize Your Landing Page

An online survey shows that A/B testing is the most effective landing page optimization strategy. Besides A/B testing, here are a few other ways to optimize your landing page to increase conversions:

  • Instead of sending prospects directly to your website homepage, make sure you send them to a dedicated landing page. This is crucial to maintain their focus on conversion. If they search your website for the promotional link, they might lose interest.
  • Emails and landing pages should be in sync. Follow up the heading with an email message and a relevant design.
  • Use bold text, font, and bullets to make your email more scannable.
  • Keep your CTA big, bold, and spicy.
  • Landing-page forms should be minimal and precise.

4. Use Attention-Grabbing Email Subject Lines

Your subscribers haven’t subscribed to your brand alone. You need a powerful subject line to outpace your competitors and compel your subscribers to open your email.

Keep your subject lines humorous, controversial, or create a sense of urgency that encourages your audience to open your email. Some common examples include:

  • Fear of missing out: “Your prescription is expiring” (Warby Parker)
  • Curiosity: “Don’t open this email” (Manicube)
  • Funny: “We like being used” (The Muse)
  • Pain points: “Wanted: Cute and affordable fashions” (Guess)

5. Use and Maintain a Distinctive Voice

Your emails should be unique to your brand, and so should be your tone and voice.

Every company comes up with its own distinctive tone. Consider Apple, for instance. The brand stands out for its minimal and direct voice.

On the other hand, a clothing brand like the Muse often uses funny subject lines to engage their customers.

What are your plans? Make sure your tone aligns with your brand image. Secondly, you have to maintain this tone forever, so choose wisely.

You cannot use a straightforward voice for a few days and then switch to a humorous tone the other day.

You need to search about your audience, evaluate who you are as a brand, define your personality, and set the tone accordingly.

6. Talk About Topics That Resonates With Your Target Recipients

Your email topics should relate to your customer’s interests. Otherwise, why would they open emails anyway?

Make sure your email includes information that your audience is willing – and waiting – to hear.

You can know about your audience’s interest through online surveys, events, or past purchases. But DO NOT make assumptions about their interests.

7. Use High-Quality Images

Visuals win when it comes to capturing your audience’s attention. Make sure you use high-quality images in your emails.

Typically JPEG images are low-quality but have fast loading times. PNG images, on the other hand, are pretty clear and work well with photos that include text but it loads significantly slower than JPEGs

You can also include GIFs – animated formats that are not videos. Because most email customers do not allow videos, GIFs offer a creative way to capture their attention.

8. Make Your Copy Easy to Read

Readability matters!

You could be using quality content in your email, but if your audience doesn’t read it, what’s the point of including valuable content anyway?

Here’s how you can make your email more readable.

  • Keep your subject line compelling because 47% of emails get discarded based on the subject line. Ensure you aren’t on a similar page.
  • Your headline should trigger curiosity or highlight a reward to grab readers’ attention.
  • Shape your content. Online readers are scanners; they do not read from left to right like book readers. Include bullet points and keep meaningful information to the left side.
  • Do not bombard your customer with links – they distract your reader.
  • Use a better font style and size with contrasting colors.
  • Avoid including long, complex sentences. Keep your sentences short, direct, and to-the-point.

9. Encourage Social Media Engagement

Do you know a lesser-known benefit of email marketing? It can also help you drive traffic to your social media accounts.

According to the Content Marketing Institute, a surprising 83% of B2B marketers use newsletters for content marketing purposes.

So, email marketing offers you a way to create engagement on social media accounts.

You can include a link to your social media channels at the bottom of your emails or send emails solely to promote your social media. But don’t sound too cheesy, or you’ll end up losing a subscriber.

10. Update Your Email List Regularly

Updating your email list means you clean out outdated or inactive contacts. This allows you to be more responsive to the active customers who are actually contributing to your brand.

Besides, it helps you avoid getting your email in the spam box and lets you build more effective interactions with your customers. Regular email cleaning can:

  • Increase engagement rates
  • Help you focus on customers who are interested in your brand
  • Boost conversions

Here’s how you can update your email list:

  • Ask your subscriber by creating a poll or requesting their feedback to know if they are active users or not.
  • Send a re-engagement offer or coupon to your customers.
  • Get rid of bounced addresses.
  • Make it easy for your subscribers to unsubscribe if they want.
  • You can use marketing automation to spruce your list and set criteria to remove or segment subscribers.
  • Remove spam email addresses.

Blue mail media Inc,, MailGet, and Infocleanse are popular companies that allow you to cleanse your email list.

Top Email Marketing Tools You Can Use


If you want to pull off a successful campaign, you need to try some email marketing tools to optimize the procedure. They allow you to create, test, send, report, and optimize your campaigns.

Below, we’ve discussed some top free and paid tools.

1. Free Email Marketing Tools

Some best free email marketing tools include:


Sender allows you to create and send captivating emails. The software is easy to use as it offers a user-friendly interface and includes several features to automate email processes and boost responses.

All in all, it includes everything you need to run a successful business from drag and drop design-builder to high email deliverability, beautiful popups, and detailed reporting – you name it!

  • The automation feature is useful in getting more responses.
  • Email deliverability is precise.
  • The data import feature is pretty advanced.
  • It doesn’t accept login details sometimes.
  • The drag and drop section could have been more versatile.

Click here to create your free account on Sender.


Mailchimp allows you to create, send, and analyze your campaigns. You can create targeted emails, automate follow-ups, track your campaign progress, and more.

Besides, it offers a straightforward and customizable user interface. The analytics of Mailchimp is also detailed, giving you insight into useful data.


  • Landing pages and lead forms are easy to design and maintain.
  • Allows adding social media channels in email campaigns.
  • The drag and drop feature lets you create informative and beautiful emails.
  • You can schedule your email campaigns.


  • Customer service could have been better.
  • The new version limits the number of email contacts you can have.

Get started with Mailchimp for free today.

2. Paid Email Marketing Tools

Following are some top paid tools:


You can create customized emails with a drag and drop editor with HubSpot. It is a perfect tool to boost engagement and increase open and click-through rates.

The CRM (Customer relationship management) saves all the information about your customers, including their location, interests, purchases, and more. This is important when segmenting email lists.

  • Well-organized menu bar
  • Easy to create emails
  • Allows you to create effective landing pages
  • Creating social media posts is pretty easy
  • Amazing customer support team
  • Slightly expensive
  • Inflexible lists can be annoying
  • The “Send to more” option is sometimes missing.

Click here to try out HubSpot for free today.


Sendinblue is an all-in-one tool that caters to your email marketing needs.

Email marketing automation, social media marketing, transactional email and SMS, and email marketing campaigns and broadcasts are its top features.

It allows you to create enticing newsletters with quality content to draw more audience. You can also keep an eye on email open and click-through rates to analyze your campaign.

  • User-friendly interface
  • Email list importing
  • Prompt support
  • Well-priced
  • Allows you to build creative email content.
  • Automatic reformatting and photo editing could have been better.
  • A limited number of integrations
  • Customer service can be improved

Click here to sign up for free with Sendinblue.

The Best Email Marketing Courses for Beginners

Since emails offer a cost-effective way to reach more customers and boost revenue, more people are intrigued to learn about this marketing strategy.

Luckily, several top email marketing courses can help you improve your skills by providing valuable techniques and resources. We’ll discuss top free and paid courses.

1. Free Email Marketing Courses

Some of the best free courses include:

  • Hubspot’s email marketing course: HubSpot Academy offers a detailed course about email campaigns. You learn how to segment, design, and analyze your emails. You also have access to 27 videos and nine modules after registering on their website. HubSpot also rewards you with a certificate at the end of the course, which is another plus.
  • SendinBlue is designed to give you an insight into becoming a successful email marketer. The course includes 63 videos and 8 quizzes geared towards beginners and advanced marketers.

2. Paid Email Marketing Courses

Paid email marketing courses include:

  • Udemy. You learn practical ways and strategies to design your email campaigns through various courses. Popular subjects include: building email lists, remarketing your contacts, and tricks to generate more revenue. The course includes 30 lecture videos.
  • With the Skillshare email marketing course, you learn to create an email marketing funnel, segment and tag your audience, and write effective subject lines. Experts also recommend relevant tools. All you need to do is download the app and watch videos while on the go.

Is Email Marketing Good For Your Business?

Email marketing is a great way to increase brand awareness and grow your business since it gives you direct access to your customers’ or prospects’ inboxes.

You have the opportunity to personalize emails to strengthen relationships with your customers and build your unique brand image in their minds.

Yes, similar to SEO, it requires consistency and patience, but it’s definitely worth the effort.

Looking for more ways to drive traffic to your page? Then Facebook Marketing could be the perfect strategy for our business.

Mandy Schmitz
Mandy Schmitz
Mandy Schmitz is a freelance consultant and project management expert with 10+ years of experience working internationally for big brands in fintech, consumer goods and more. Join me here on to learn how to optimize your business operations and find the latest product & software reviews.


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Mandy Schmitz is a freelance consultant and project management expert with 10+ years of experience working internationally for big brands in fintech, consumer goods and more. Join me here on to learn how to optimize your business operations and find the latest product & software reviews.

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