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What is Email Marketing?

Email marketing is a crucial part of a comprehensive growth marketing plan that includes a variety of marketing channels to help you contact your customers wherever they are and build targeted messaging that will engage them by paying attention to their behavioral indicators.

Nothing has surpassed email marketing as the most effective channel for establishing a connection between your brand and its audience for more than 20 years. Modern marketers may find it challenging to determine how much of their efforts should be directed toward email marketing at the expense of other digital marketing channels or how to use email into a bigger marketing mix. The fact is that email marketing is still really important, and it's critical for marketers to comprehend how to establish an email list, segment the list, and more.

Building a crucial element that is an essential aspect of an advanced multi-channel digital marketing strategy entails developing campaigns, tracking results, and optimizing them.
Let's explore what a contemporary marketer needs to understand about email marketing and how to use it to engage with your audience.

Getting started with email marketing

Create a subscriber list before you start email marketing. Even while some businesses buy lists, it is never advisable because these people haven't specifically requested to hear from you and are therefore more likely to classify your communications as spam, harm your sender reputation, and impair delivery. You must make sure that everyone you email is eager to hear from your business if you want to grow a highly engaged audience.

Instead, create a compelling offer and give a straightforward sign-up form to get visitors to subscribe to your email list. This offer might be anything from a special promotional coupon to a free ebook. It's crucial to make sure you are GDPR compliant if your email list contains subscribers from the European Union.

How do you get your intended audience to your landing page for email sign-up? Think about a variety of tactics: you could create an SEO-optimized content marketing campaign that draws visitors with pertinent educational content, or you could just concentrate on focusing on a specific audience through social media or PPC ads and offering a promotional offer as an incentive for signing up.

What do you send someone after you add them to your email list? Emails of the following categories are typical:

A Welcome Email


With every new subscriber, make sure to get off to a good start with an engaging welcome message that is consistent with your brand. An introduction video, a promotional offer, or advice on how to get the most out of their subscription might all be included in the email. Setting up a welcome email series is frequently advisable: For instance, thank them for signing up in your first email; in the following one, ask them to set up their communication and purchasing preferences; and in the following email, provide them with a tutorial on how to use the service most efficiently.

Sequences of ten or more welcome emails may be used by some brands with additional complexity!

Email Marketing Newsletters


Email newsletters can be used to deliver interesting content with your subscribers or to advertise new sales or product releases. Most companies used to subscribe everyone to the same list and send out their newsletters in bulk. Today, however, a lot of companies adopt a more segmented strategy, using targeted messaging based on a variety of factors, including age, region, preferences, previous purchasing patterns, and much more. For instance, a new subscriber in Connecticut might receive a promotion in September that is centered on a clothing brand's sweaters, whereas one in Florida might receive one that is centered on shorts (after all, it's still 85 degrees there).

Transactional Emails


Providing users with entirely factual information about their interactions with your brand is the main goal of transactional emails: 'You are subscribed,' 'Your order is confirmed,"Your order is on its way,' or 'Your new password has been reset,' for instance. Although they may include dynamic text connected to certain orders or other user information, the majority of transactional emails will be boilerplate. Transactional emails can still have a hint of your brand voice, but make sure you keep things brief enough for your users to understand what's important.

Triggered Messages

Email sequences known as "drip campaigns" or "triggered messages" are sent in reaction to a certain user behavior. For instance, as in the welcome message sequence we previously mentioned, they can be prompted by a person joining up for an email list. They may also be activated in reaction to a specific action performed in your app or on your website: If a user clicks on a product page, for instance, you can set up a triggered message that highlights the item and a follow-up message that highlights additional things they might also find interesting.