If a company wants to communicate with a customer, the best way to do so is via email.

While many businesses disregard email marketing, it provides significant benefits to a company. This blog post will provide you with an ultimate guide to email marketing.

What is Email marketing?

Email marketing is a type of marketing that involves sending out emails to promote your company’s products or services.

Companies use email marketing to inform their email lists about new products or promotions.

Purpose of email marketing is lead generation, customer interaction, relationship building, brand recognition and customer journey push. 

Email marketing is useful to inform clients about new products and special offers & integrate your marketing automation.

2 Main Things You Need For Email Marketing:

Email Marketing Software – It’s necessary to use the correct software to take your email marketing to the next level to maximize its effectiveness.

Email marketing software is far more than a tool for sending and tracking emails.

Mail Chimps & HubSpot are some popular & effective email marketing software.

An email list – This list should include the email addresses of interested subscribers who have signed in to receive your emails.

In simple terms, an email list is a synonym for “the mailing list” or “subscriber’s list,” and it refers to the total number of subscribers you have.

You have three options when it comes to an email list. You can build an email list on your own, rent an email list or buy an email list.

It is up to you to decide which method works for you.

The evolution of email marketing.

Ray Tomlinson created the first email 42 years ago. The evolution of email marketing is quite different from the evolution of email.

Email is the ability to send messages over a network. It has evolved into one of the most affordable forms of direct marketing over the last 42 years.

Creating an email is really easy. It is easy, quick & cheap method. Email marketing helps marketers to monitor & respond consumer behavior. 

1978- Gary Thuerk sent email to 400 users to promote DEC machines via Arpanet.

1991- Hotmail launched the first free web based email service.

1992- The first smartphone was released, allowing mobile email access.

2012- Over 40% of marketing emails were opened on a mobile device

How does Email Marketing work?

Email marketing is simple to set up and use, making it accessible even to small businesses.

First, add a newsletter sign-up option to your website. You can use this to send newsletters to your email list. 

Customers can sign up for the newsletter through your social media profile. The most important advantages of email marketing are its low cost and ease of use.

A regular newsletter is a simple method to keep your customers informed about your business, special deals, and forthcoming events.

You can convert people to customers by offering them a discount on their birthdays.

This type of personalization helps in corporate development as well as maintaining and increasing consumer loyalty.

Types of Email Marketing.

You can send different types of marketing emails. Let’s take a look at a few of them so you can make an informed decision about which email type to use and how to use it.

You can easily find the email templated for these types of emails on the internet.

a). Email Newsletters.

The email newsletter is the primary foundation of the email marketing strategy.

It is an excellent tool for informing customers and leads about your company, services, and products.

The email newsletter is similar to a newspaper. It is suitable for daily or weekend communication.

If your readers like the content, they’ll stay subscribed to your newsletter; otherwise, your bounce rate will increase.

Increasing your email subscriber base allows them to recognize your brand and products.

Many businesses & organizations send email newsletters to stay top of mind on their customers. Email newsletters are useful for prospect marketing & nurturing leads. 

b).  Dedicated emails.

Dedicated emails, also referred to as stand-alone emails, contain information about a single offer.

Dedicated emails helps you in establishing the context for introducing the main call to action.

Dedicated emails are typically used to communicate with your entire email database.

Dedicated emails are simple to create and will typically capture some of the information already on the landing page.

It is simple to track progress because dedicated emails focus on only one main message and call to action.

Email CTR, landing page views, conversions, and long-term ROI are all easy to track.

c).Welcome Email.

This is the most common type of email marketing.

Welcome emails with a personal touch that introduces your organization without being sales pitchy have higher open and click-through rates.

At first contact, the lead is usually unprepared to do business. As a result, it is critical that you move your leads closer to the buying phase.

A welcome email’s purpose is to make a good first impression and create opportunities for new contacts.

d).Sponsorship Emails.

Sponsorship emails, in conjunction with display ads, are used to reach a new segment of the audience and generate new leads.

This includes pay-per-click (PPC), display advertising, mobile advertising, affiliate advertising, and other forms of advertising.

Sponsorship emails are a type of paid marketing campaign in which you pay to have your copy included in the newsletter of another vendor or credible partner.

Sponsorship emails are more effective than other types of email marketing because they are more targeted.

They can be measured in terms of visits, leads, and sales to determine your return on investment.

e). Brand story emails.

Telling your prospective customers about your company and its history contributes to success by increasing brand awareness.

Storytelling is an excellent tool for communicating your history and points to customers and prospects.

It is good to begin with, your unique selling proposition.

Storytelling emails tell the story of your brand, which can elicit an emotional response from your subscribers and help drive customer loyalty and purchase decisions.

Brand story emails

Steps of Email marketing strategy.

A successful email marketing campaign begins with a strategy. This crucial step gives campaigns consistency, framework, and concept.

It keeps your message on track and assists you in meeting your marketing objectives.

Following are the steps for email marketing strategy.

5.1 Understand the context of the campaign.

Before developing your strategy, you should consider your company’s internal and external environments.

These factors will have an impact on the goals you set and the strategies you use to achieve them.

Use the SWOT and PESTLE formulas to investigate these situations.

You can do SWOT analysis to examine internal environment & PESTEL analysis to examine external environment.

5.2 Define goals & objectives.

You can set objectives and goals with the context of your campaign in mind. Establishing your ideal final result (and why it counts) will set you up to develop an effective strategy.

It’s critical to understand the difference between goals and objectives so that you can set both.

Goals are the results you hope to accomplish. Goals could include increasing ROI, increasing subscriber loyalty, or increasing sales.

Objectives are milestones that help you achieve your goals. Objectives are frequently confused with goals, but the purpose of an objective is always to fulfill a larger goal. 

5.3 Plan for the future.

Identifying the context, goals, and objectives of your email marketing campaign is a great place to start when developing a strategy.

But it’s only the beginning. You can then proceed to more detailed steps:

Learn about your target audience.-  Different strategies are effective for different audiences. If your email marketing messages are not relevant , 43 % of people will unsubscribe.

It’s critical that you understand whom you’re trying to reach with your campaign and tailor your tactics accordingly.

Keep the bigger picture in mind- Current events in your industry (and around the world) can have  impact for your campaign. Be ready to change your tactics if something happens that impact your campaign meaningless or insensitive.

Real-time measurement –You can conduct extensive campaign analysis on an ongoing basis.

This is significant because it allows you to make real-time adjustments if certain tactics aren’t working or if certain objectives become obsolete.

What are Lead Magnets?

A lead magnet is something that persuades people to join your email list, typically in the form of a free offer.

The offer can take several forms, should be valuable to your prospects, and is provided for free in exchange for an email address.

The only issue is that people have become overly protective of their private details. You can’t expect to get an email address unless you trade it for something beneficial.

Consider a lead magnet that is relevant, useful, and simplifies your prospects’ lives.

Lead magnet examples include an Ebook, Infographic, Document or Research, Checklist, Template, Webinar or Course, and Tool.

Remember to make your lead magnet useful to your prospects.

Here are some simple tips to help you create valuable lead magnets. 

  • Provide useful information that solves a problem and outlines a feasible path to achieving the solution.
  • Lead magnets should be delivered digitally. Make it simple for your new lead to obtain and consume your content, whether it’s a PDF, a web page, a video, or another format.
  • Create your offer with the idea of the future content in mind.
  • Make offers that are appropriate for each stage of the buyer’s journey.

Important things to keep in mind when doing email marketing:

Choose an email marketing service.

If you need help fine-tuning your email marketing efforts, an email marketing provider (ESP) is a great resource. There are many email marketing services. 

For example, HubSpot’s Email Marketing tool enables you to create, customize, and enhance marketing emails that look and feel professional without the need for designers or IT. And it is free to use. 

components of a successful marketing email.

  • Images – Images that are optimized for all the devices, eye-catching & relevant. 
  • Copy – The copy in the email should be consistent & stick with one topic. 
  • Call To Action- CTA leads to a relevant offer & should stand out from the rest of the email.
  • Timing- Chose the best time to send the email.
  • Mobile friendly. 
  • Personalized. 
  • Clear, enticing & actionable subject line.

Email Segmentation.

Segmentation is the process of dividing your large email list into subcategories based on your subscribers’ unique features, preferences, and interests.

The more you segment your email list, the more trust you’ll gain from your leads and the easier it will be to convert them later.

Benefits of Email marketing

8.1 Email marketing is  Low-cost, quick & easy.

Email marketing is a great way to create customer interest. When done correctly, a newsletter is a low-cost, quick, and easy way to keep customers informed (and excited about) new product launches or promotions.

8.2 Exposure

Email marketing has a higher chance of being seen than social media updates, where users may miss announcements and simply scroll up their news feeds.

Emails can be sent to thousands of users with a few mouse clicks. These users are free to peruse whenever they want, whether offline or online.

8.3 Affordable & Simple.

Email marketing is cost-effective and relatively simple to maintain.

Email marketing services like MailChimp and ActiveCampaign have made the process easier, allowing for more automation and customization.

8.4 More business opportunities.

Emails, regardless of size or industry, can present a variety of business opportunities ranging from lead generation to customer engagement.


One can think that email marketing is not relevant today as there are many social media channels to use.

But that is a wrong perception. Email remains a communication method among people.

So why can’t we use it as a marketing tool?

Email marketing is one of the most affordable methods to reach your target audience.

You can personalize experiences for leads, potential buyers, and returning consumers, enhancing engagement and brand exposure.

With a proper email marketing strategy, you will be able to get maximum results.

If you need any help planning your Email Marketing campaign, you can reach out to us anytime. Our team at DigiFix is more than happy to help you. 

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    Hi, we are an Australian digital agency doing groundbreaking work to help a business like yours reach its full potential.  My only question is will you qualify for our services?