What is Email Marketing

More than 4.48 billion people use email around the world. Email marketing is a pretty useful tool for businesses and brands. It can provide a higher return on investment or ROI. It can also boost your connection with your customers.

Good email marketing strategies can help out your business in the long run. You can increase your brand awareness and reach a wider audience. You can form stronger customer relationships through email lists. Targeting your email campaigns can let you personalize your messaging. This is helpful for many brands and businesses today. This is why brands are putting email marketing on priority.

Keep reading to know what is email marketing. You will also learn about how it can benefit you. This article talks about useful email marketing tips and email marketing trends. You will also learn about how relevant email marketing is in 2024. This article looks at the effectiveness of email campaigns.

How many People Use Email

What Exactly is Email Marketing?

Email marketing is about sharing information and updates with your audience through email. You can also send out relevant content to your subscribers with a targeted email list. This email list can include your existing customers who already support your business. These are qualified leads who fit your ideal customer profile (ICP).

Through e–mails, businesses can communicate with their prospects and customers to develop and strengthen relationships.

Email marketing examples may include:

  • Sending out email newsletters with information about upcoming events like trade shows and conferences.
  • Emails promoting exclusive sales – for instance, a clothing brand can promote their products during Black Friday or Christmas.
  • Follow–up emails sent after a purchase, informing customers of new offers and discounts on future purchases.

5 Reasons For Businesses To Invest in Email Marketing

Business owners are always looking for budget-friendly ways to expand their audience. They want to reach a new customer base. An email campaign can help you with this.

99% of people check their inbox every day, with some opening their email 20 times daily. Of these people, 58% check their email first thing in the morning.

Email Marketing Demographics

A good email marketing campaign can highly benefit your business. It can connect you to potential customers. You can share timely emails and relevant information with them. We’re sharing the top five:


With email marketing, your business already has a list of interested subscribers who opt-in to receive your updates. So, you’re not showing up uninvited into their inbox. Rather, they want to hear from you, increasing your chances of engagement and conversions.

More Control

With other marketing platforms, you don’t have much control. If the platform shuts down or changes its algorithm, your reach will be affected significantly. Email allows you to own the relationships you forge with your subscribers. Even if you change your email service provider, your B2B email list will remain intact, and so will your connections.

Highly Customizable

Emails give you free hand in personalization as you can create targeted campaigns by segmenting your audience. Unlike social media, where your posts address a larger target group, email platforms let you segment them into specific lists. You can then send emails customized to the requirement of each section and offers information valuable to them.


The best part about email marketing is that all email platforms are free to use when you are beginning your campaigns. In the later stages, it may cost you money when your campaigns expand and requires sending mass emails to a larger audience.

Even then the investment is very less compared to other marketing tactics like media ads or influencer marketing.

Strengthens Relationships

Existing and repeat customers give you more business opportunities. Moreover, getting a new customer costs 5x more than retaining existing ones. Pay attention to your existing customers. It is as important to boost relationships with them.

You can use email marketing to update your customers. You can connect with them and share relevant content. You can also offer specific promotions. You can send campaigns automatically in response to your customer’s action. This way, you can easily nurture your relationships with customers as you reach out with exactly what they need.

The Downside of Email Marketing

Email isn’t a walk in the park. There are a few drawbacks of email marketing that one should know about:

Strong Competition

Standing out with your email in a cluttered inbox of prospects is challenging. You’ll need to be creative and extremely personalized with your content to ensure your mail is opened.

Building Email List Takes Time

For successful email marketing, you’ll need an industry email list, which takes time and is complicated.  

Data Regulations

Commercial emails are regulated by global data protection laws like GDPR and CAN-SPAM. These regulations restrict companies from sending and spamming customers with unsolicited emails. Sometimes recipients may also report your emails as spam even after subscribing, affecting your reputation and putting you in blacklist.

8 Email Marketing Tips You Need to Drive Campaign Success

Here are some best practices to consider when developing your email marketing campaigns:

1. Maintain Email List Hygiene

One of the most effective email marketing tips is maintaining email list hygiene. You ensure this by reviewing your email list every three to six months. During this time, also send emails to your subscribers who have been inactive for a long time to see if they are still interested.

If they are not interested anymore remove them from the list along with outdated email addresses. You can improve your reputation by updating your email list with genuine leads.

2. Utilize Social Proof

Using social proof is a significant email marketing tip as it improves click-through rates. When people see other customer’s experience with your brand they are more likely to engage with the business. Here are some common types of social proofs:

  • Reviews on the website from existing customers.
  • Customer testimonials and mentions on social media.
  • Any awards and recognitions received from accredited institutions.
  • Active number of clients and customers.

3. Focus on a Single Marketing Objective

While developing your email marketing campaign, avoid cluttering the campaign. That will only decrease the efficacy. For instance, when sharing news with your clients, avoid unnecessarily promoting your offerings. The intent here was only to inform – not sell. It may put off the targeted recipients and impact conversion rates.

4. Refine and optimize the subject line and preview text.

MailChimp says that the average open rate for marketing emails is 21.33%. People usually open emails if it suits their interests. This number is around 47%.

It’s natural as the email subject is the first thing receivers read when they open their inbox along with the preview text. It is a short text or excerpt of your email body that shows beneath the subject line.

So, if you want to capture your user’s attention from the get-go, optimize your subject line alongside preview text by:

  • Making both work together.
  • Using active voice.
  • Being short and to the point.
  • Making them benefit-driven.
  • Personalizing.

5. Timing

Although it varies by location, audience, and industry, email performs well when received at specific times of the day or week.

You must experiment by sending emails at different hours to schedule your campaign for the right times. As a general rule of thumb, people respond well to messages that arrive after work (between 7 pm and 10 pm), and open rates are usually highest early in the morning.

6. Optimize For Mobiles

55% of people check their emails on mobile devices. So, adjust your email campaigns such  that they are suited for mobile viewing. This will help you maximize your open and click-through rates. Here are some best practices to help you modify your emails for mobile screens:

  • Try to limit the subject line to 30 characters.
  • Place the call-to-actions at the top of the page.
  • Use a font in size 12 to make the email readable.
  • Run tests of the email across different screens.

7. Pick the Right Frequency

Another one of effective email marketing tips is to understand how often you should contact your subscribers. Even if you’re sending emails at the right time and seeing results, you can’t bombard your recipients with messages.

Get Response 2023 Email Marketing Benchmarks found that marketers who send just one newsletter weekly secure the highest open and click-through rates.

8. Define and Track KPIs

Metrics to Measure When Trying to Improve Emails

Your work hasn’t been done after you sent an email. You must track your campaign’s performance to understand its success. That means defining and tracking key performance indicators (KPIs).

However, wait a week for your subscribers to check and review your message. After that, analyze your KPIs to understand what worked well and where you need to improve.

Some of the critical KPIs that you should prioritize are:

  • Open rate: Tracking the average open rate for email marketing can help you assess the effectiveness of elements like the subject line and preview text.
  • Click-through rate: This refers to the number of recipients who clicked on the link present in the email content, reflecting email engagement.
  • Bounce rate: It refers to the percentage of subscribers who didn’t get your mail. A high email bounce rate indicates that your email list is outdated or contains inactive addresses.

5 Best Types of Email Marketing

Businesses will find different types of email marketing campaigns available to use to reach their target audience and grow their business.

For your marketing initiatives, you can choose one, depending on your business objective. Or, you can think about combining different types to achieve different goals.

1. Welcome Email

For your potential customers, a welcome email is your first email you can send them. This can introduce your brand, talk about your products and services. Here’s how you can optimize your welcome emails:

  • Keep the email content concise and actionable.
  • Send the email as soon as the recipient signs up.
  • Add an impactful call–to–action encouraging the reader to take the next step.
Welcome Email Template

For instance, check the above welcome email from In Vision. The short and straightforward copy leads the reader to the next step. The email contains a series of short videos to help people navigate the application.

2. Email Newsletters

Email newsletters are non-promotional, perfect for nurturing customer relationships and building trust. You can use them to share recent company events and updates, industry breakthroughs, blog content from the website and other valuable information.

3. Promotional Emails

This type of email can be used to promote a specific product or service you are offering. You can also share updates about an upcoming sale with your customers. They help you to increase customer loyalty and drive sales for your offerings.

Ensure that you personalize your campaigns and engage your customers with limited-time deals.

Promotional Email Template

Check out this example of a promotional emailfrom Zoom, where they have offered a variety of free resources to subscribers. This kind of offer keeps customers engaged with your brand and solutions.

4. Re-Engagement Emails

These emails are designed to capture the interest of inactive subscribers. Encourage them to re-connect with your brand. Send it to customers who haven’t made a purchase in long time. You can grab attention by sharing an exciting offer that will make them want to check your offerings out again.

5. Cart-Abandonment Emails

Cart-abandonment emails can be sent to customers who visit your online store and add products in their carts but leave the purchase incomplete. These emails allow you to persuade these customers to return and complete their purchase.

These are customers who are already interested in your products. You can offer more perks like discounts or free shipping to them by email. This can help them complete their purchase.

Email Marketing vs Social Media: ROI and Cost Comparison

Email Marketing Vs Social Media marketing ROI

Email marketing offers better ROI compared to other types of marketing methods. For every dollar spent on email campaigns you receive around $36 to $38.

On the contrary, social media marketing has a lower ROI than email marketing ROI. The reason is the platform’s focus on building brand engagement and awareness instead of driving sales. For paid social media advertising the numbers are lower than email marketing. Brands usually make around $2.80 for every $1 that they spend.

Even so, brands prefer email and social media marketing. These are still the most affordable methods of marketing for them. This is because they require minimum to no investment from a businesses.

However, you might have to invest for promoting your business with paid social ads. On average, Facebook ads cost $1.00 – $500.00 per month, and Instagram advertising costs $0.00 – $0.25 per click.

Email marketing does not entail any direct costs, but you will need to invest in tools and technologies to improve your marketing efforts.

Email Marketing Trends

Email Marketing Trends

Looking back at 2023, email automation was a significant trend that will also be the norm in the upcoming years.

By making use of various automation tools, companies can share targeted messages. These can be based on specific triggers.  Recent orders from customers, their birthdays, or subscription anniversaries are some examples. These relevant and frequent messages can help you create a stronger customer-brand relation. With this you can also keep yourself at the top of their mind. This gives your brand greater retention and loyalty from customers.

Apart from that, you can focus on mobile-friendly design and personalization. These are two major email marketing trends at the moment.

It’s time for marketers to go beyond the first and last names while personalizing their email campaigns. You must appeal to the unique needs and preferences of your customers.

You can use the data to identify topics that are interesting to them. You can also rely on AI (artificial intelligence) to make sense of data faster. This can help you understand your subscribers better. It can also help you create the right promotional offers. When you create your campaign, try and customize it as per the preferences of your audience.

You can also make your emails interactive. You can expect them to grow stronger in the years ahead. Adding interactive elements to your email content can increase customer engagement. Some elements you can consider are animated CTA (call-to-action) buttons, product carousels, videos, and surveys.

Finally, remember to track your analytics and KPIs. Also make sure that you comply with email regulations.

Why is Email the Better Choice Compared to Other Digital Marketing Tactics?

Rating By marketers on the Effectiveness of Digital Media Channels

Emails support businesses in reaching more users by spending less. It’s a cost-effective solution that you to reach your customers through a channel they use frequently.

It helps enhance your content marketing efforts as well. You can share all kinds of content with your customers or prospects to drive build brand awareness and reach.

Unlike other marketing channels that serve one or two purposes, email marketing helps you achieve a variety of business goals:

  • Enhances brand awareness.
  • Supports qualified lead generation.
  • Generates higher sales.
  • Increases engagement.
  • Strengthens relationships with customers.
  • Attracts potential prospects.
  • And much more!

Several software solutions with scalable pricing plans are available that effectively support businesses of all sizes to plan and benefit from email marketing campaigns.

Final Words

Emails support you in reaching thousands of customers in a short time. It also gives the choice of personalizing each message. You can use emails to advertise your products or promote store offers. You can inform your customers about recent company events, launches and more.

When you start your email marketing efforts, the first step is to build your email list. Research more about your target audience. With this information you can create targeted content. You can also use automation tools to schedule your emails ahead of time.

You will notice a big difference in your business revenue and customer base if you are consistent with your email marketing efforts.

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