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Email Marketing – What, Why and How

A guide to email marketing

Although one of the oldest modes of online marketing, email marketing is yet an effective strategy to help businesses reach their target market. If used properly, this highly popular digital marketing technique can be cost-effective for you. So it’s crucial to understand email marketing in the best form.

This article will help you in learning:

  • What is email marketing, in the proper sense?
  • Why does your business need email marketing strategies?
  • How can you use email marketing up to the best possible effects?

What is Email Marketing?

Email marketing is a strategic marketing approach that uses promotional and transactional emails to promote a business, improve brand loyalty and optimize sales.

Although similar to marketing through snail mail, being paperless, it is highly efficient in saving money and the environment. Since instant delivery is there, it can guarantee a higher response on your call to action.

Email marketing can be both direct and indirect. For example, you can able to make a sale through mailing a coupon code to your prospect, or you can improve the relationships with your customers by sending useful content.

The four primary purposes that an email marketing campaign can serve are:

  • Cultivating relationships with potential customers.
  • Keeping the existing customers updated on new arrivals, offers, and events.
  • Making a sale by helping with an offer or coupon.
  • Improving customer loyalty through numerous means.

Email marketing is basically a content-based marketing approach. The subscribers may be tempted by a freebie or an offer, but ultimately you are going to deliver relevant and useful content in their inboxes. Being content based strategy, it’s very powerful i converting a prospect into a real customer.

Why is Email Marketing Important to Your Business?

Since the birth of the Internet, email marketing evolved considerably and became an amazingly useful marketing tool.

To many businesses, email marketing is more important now than ever before. More than 86% of big and medium enterprises consider email marketing one of the most effective customer acquisition tool. Although we don’t have an accurate statistic of how small businesses are benefited from email marketing, it’s not likely to be less than 70%.

89% of Internet users worldwide use email. Therefore, marketing through email allows you to reach a wide range of internet users.

Email marketing is very cost-effective as you don’t need to put ad money behind emails to get them to the correct audience. They are already targeted towards the ideal consumer because you are only sending emails to people who have permitted you via providing their email addresses. This makes email marketing one of the cheapest possible marketing strategy.

Email marketing can be a better choice for you over text message or SMS campaign. Promotional text messages are normally not considered seriously. People find emails to be less bothersome than text messages from companies.

Email marketing works pretty much better than SMS marketing. You can reach both desktop and smartphone users through an email campaign.

While email marketing is often used in conjunction with other forms of marketing like SEO and social media marketing, it has its own unique set of advantages.

A big difference between email marketing and other forms of marketing is that people want to see your email promotions! Anyone on your email list purposefully provided you with their email address because they wanted more information on your brand or some lovable coupon codes in a fine morning.

If a consumer directly provides you with their email address, it is because he/she specifically wants to opt into your email marketing. Encouraging prospects and customers to subscribe to your email newsletter is easy.

Email marketing is incredibly easy and convenient in many ways. You have options to either set your email campaign manually or with the help of a software. You can track the effectiveness of any campaign as well as calculate your return on investment (ROI). You can also track the customer’s behavior to whom you have sent an email shoutout or a newsletter. As tracking everything of an email marketing campaign us easy, you can redesign your marketing strategy.

How to Do Email Marketing

It’s not uncommon that you may receive arguments from some entrepreneurs that email marketing isn’t useful. It’s, in fact, not about the mode, but the method. If you aren’t getting any results from email marketing, you’re certainly using the wrong way of sending emails to your prospects.

The adversest impression about email marketing is purchasing mailer lists and, subsequently, transmitting unsolicited email promotions. This isn’t only a bad practice but also counts for illegal activity. Since regulations are there, you can only send promotional or transnational mails to the recipients that agree to receive the same. Morally, you should be careful enough about your customers and prospects before mailing them.

So, how to perform email marketing properly and effectively?

Email marketing isn’t about sending promotional emails to people whom you don’t know well. It’ll never work. You should have an earned list of mailers that consciously agree to receive information or promotion from you.

The first step to starting an email marketing campaign is to create an email list. Before a potential subscriber provides you with their email address, they may want to be assured that –

  • You’re not going to spam their mailboxes.
  • You’re not going to sell the mail addresses or making them public.
  • You will provide them certain benefits like a special discount.

The only acceptable and effective way that can help you collecting email addresses for all your promotional purposes is by asking visitors to your website to subscribe to your newsletter and content. If you can assure them that you’re not going to spam and you’ll provide some benefits, you can get a lot of mail subscribers.

How to create and put email subscription form on your website?

The easiest way to build an email subscriber list is to place an email registration form on your website. This will help you leverage your website visitors and offer them special information or discounts or any other benefit in exchange for their email addresses.

While putting email registration forms on your website, you should be careful about the highest possible effect. If it’s not strategically placed, you might have difficulties in serving your purpose. Two things you should be considered are that – where the forms will be placed and how they can be appealing. Besides, your website shouldn’t be a mess with unnecessarily a lot of forms.

Beyond your website, you can also use your social media accounts to gather emails. But that may not be as much cost effective as it can be through your website.

Why should people subscribe to your emails?

People will not simply subscribe to your emails because of a form on the landing page of your website. They will tend to subscribe to the mails, only if they can think that it will benefit them. An immediate reward or an assurance can be the best way to ask people to subscribe to your emails. A discount coupon or a free ebook might be a great start.

What should be the email content?

Once you have a solid email list, it’s time to start planning your emails. The followings are some of the examples that you can include in your emails:

  • Compelling welcome message for the first time subscribers
  • links to articles on your website
  • loyalty rewards for subscribers
  • customer testimonials
  • information about new promotions or sales
  • announcements about new items or services
  • humble reminder about their interest in your products

The content you need to include in your emails largely depends on the type of your business and the campaign. It also depends upon your objectives. However, the most effective types of content are:

  • Videos and infographics
  • Snippets of your blog posts
  • Surveys or polls
  • Popular FAQs
  • Valuable information about your products or services

Be careful of not making all your emails about selling products. Most of your emails should be content-rich.

What should be the email layout?

Two things that you should be careful about your email layout are:

  • Your emails should have a consistent branding style. They require to match the style of your website, banners, and social media accounts. Branding effects are really the primary driving forces.
  • You need to make sure that your emails are mobile-friendly. More than 60% of emails are opened through mobile phones.

While writing the perfect subject line is the first thing you shouldn’t ignore, selecting the most eye-catching layout should be the next. Take adequate care to craft your email in a professional manner. You may either use an email design software or ask a professional marketing agency to do everything for you. An agency can be your best partner.

What to avoid in email marketing?

To make your email marketing ventute highly effective and efficient, you should avoid the following things

Don’t spam:

Spamming your subscribers is a dangerous email marketing strategy. It can destroy your company’s reputation. No way, it can help you make a sale.

There is also a piece of legislation called the CAN-SPAM Act that includes a series of rules to curtail the transmission of spam.

These rules include having a non-deceptive subject line, a method subscribers can use to easily unsubscribe from your email list, and your name and address at the end of all emails. As long as you adhere to the requirements of the CAM-SPAM Act, your emails should be spam-free!

Never purchase pre-made mailer lists:

You should build up your email list with people who have a genuine interest in your company.

Purchasing a pre-existing email list is a bad idea for many reasons, but mostly because it can provide you with unqualified people who will be less likely to have a genuine interest in your brand and more likely to unsubscribe from your emails or even report them as spam.


If you love to have your email marketing campaign to be handled by a professional agency like BusinessKrafts, write to us through the following contact form.

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8 Responses

  1. Rajgopal P says:

    Thanks for helping with valuable insight into email marketing. Your makes aware of many myths and facts about email marketing.

  2. Ishant Goyal says:

    ‘What should be the email layout’ and ‘what should be avoided in email marketing’ are two points that I was looking for to know. Your post could help me.

  3. Patrick Pierce says:

    An eye-opner post on email marketing, specially for entreprises and businesses. The section ‘what to ovoid in email marketing’ is quite impressive. Thanks.

  4. Aman Singh says:

    Hi, I was really confused about the meaning and processes of email marketing. Your article could clear my doubts. Thanks.

  5. Neha Malhotra says:

    Happy to know about the features and aspects of email marketing. Especially the third section, i.e., ‘how to use email marketing for possible best effects’ is very useful. Thanks for sharing.

  6. Surendra Das says:

    Simply useful and informative for both businesses and learners. The post clearly defines and explain email marketing.

  7. Ayesha Khan says:

    I was yet doubtful about the effectiveness of email marketing. Your post could clear my doubts. Thanks.

  8. Piyush Rajput says:

    Hi, this post is a great resource to understand the basics of email marketing. Thanks for writing and sharing.

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