If you want to start learning about email marketing, this is a handy guide for you! We will walk you through the entire process of establishing your email marketing attempt so that you can acquire leads, get the worth of your time, money, and resources, and generate expected sales.
With this article, you will be able to understand what email marketing is, what benefits it has, how you can obtain and retain email data, and in what ways you can execute an email marketing campaign. Also, you will see several successful email campaigns as examples, tools that will help you increase your inbox placement rate, instance templates, and so on.
Email marketing is a form of marketing using email tools to deliver advertising messages to a selected group of the target audience to promote a business, products, or offers. In broader terms, email marketing could be any email sent to potential customers. It can be used to notify customers on your list about the new products, items left in the cart, promotions, offers, and other services.
The enormous majority of internet users have email accounts that allow them to receive an almost unlimited number of messages simultaneously. According to the research conducted by 99firms, there are 4 billion email users worldwide.
We can list the advantages of email marketing as;
Email marketing has many catchy advantages, right? What about the disadvantages? These can be sorted as;
Of course, it is not all sunshine and rainbows. Luckily, we will help you to cope with these drawbacks!
Wondering how to build an email list and increase your email marketing conversions?
If you want to learn how to build a valid mailing list, I will provide useful information below. However, if you want to learn more about building an email list, you can read this guide.
Choosing the right email marketing service that fits your needs is vital for your business. Just because an email marketing service provider is popular doesn’t always mean that it’s the best solution for your needs. You need to focus on some basic questions when choosing an email marketing service:
With these questions in mind, you can have a look at the best email marketing service providers.
Buying an email list is not a sustainable, ethical, or effective way. Don't do that.
If you email people randomly, you may be considered as spam, and it is not good at all for your reputation. You should add someone’s email address if s/he only willingly signs up to your list.
You also need to have an attractive and friendly email subject line to make people open your email.
Opt-in is when subscribers fill up a subscription form; they are immediately added to your email list. This method enables you to quickly obtain more subscribers; however, using a single opt-in has some drawbacks. The most important one is that;
Sometimes people make typo mistakes while writing their email addresses or intentionally give you a wrong email address, so every time you send an email to those people, the probability to be flagged as spam increases.
On the other hand, double opt-in is when subscribers fill up your subscription form, they get an email with a link saying that they have to click to confirm if they want to get emails from you. It is also called a confirmation email.
Using double opt-in formed emails is very beneficial for you;
Moreover, the opt-out link or button in emails is an opportunity for the receiver to unsubscribe from your list. This may seem like an undesirable move, but it is the right move for your domain and IP reputation. You should only send emails to those who want to hear from you. Otherwise,
If you plan to use email to keep in touch with your existing customers, you can build your email list by importing their data into your chosen email marketing tool. Before you import any contacts, don't forget to ensure that you have adequate permission to email these subscribers.
Did you know you can find the email addresses of your prospects with email finders? Take a look at our blog posts about it: Top 15 Email Finder Tools: Pros and Cons + Reviews and 10 Best LinkedIn Email Extractor and Finder Tools.
Sending emails is not enough to build an efficient email list.
35% of people open emails based solely on the subject line. Furthermore, 69% of people mark messages as spam based on the subject line. Therefore, you need to use short, clear, specific, simple, logical, and personalized subject lines to make people open your email campaigns.
To see successful subject line instances and to get some tips about how to write an attractive subject line, you may visit our blog post about it.
Once you’ve created a decent subject line; you need to add compelling content in your email to accomplish the marketing objective that made you create this campaign.
For example, if your goal is to convince your subscribers to invite their friends to become a member of your list, sending an incentive promotion via email is a powerful way.
You must create eye-catching email marketing campaigns if you want your subscribers to share or forward your email. Your email may contain colorful, and well-designed pictures, compelling content, funny emojis, remarkable attached files, and so on.
You also need to make your email content easy to share. Include buttons that enable subscribers to share it in one click on social media platforms. Moreover, you should be careful about the size of your email in order not to render loading duration boring and taxing.
If you want people to join your email list, giving them a discount or coupon code is a great way to do it. A refund lowers the risk for people who wish to try your product out for the first time.
However, you need to be careful about your level of discount because the bigger your discount is, the less likely that your new customers pay full price, stay loyal, or subscribe in the future.
A pop– up is a graphical user interface (GUI) display area, which usually appears as a small window in the right corner of your website, or as a big window in the middle of your site page, and has a call to action encouraging people to subscribe to your email list.
You can create a popup with Popupsmart for free! It helps you to choose a pop-up based on your business objectives like increasing e-commerce conversion, growing your mailing list, guiding your visitors, or increasing your phone calls.
Then, you continue with selecting device preference, deciding on the pop-up type, and creating or choosing your template.
Social media platforms are very beneficial for expanding reach, building trust, and generating traffic. You can use the opportunity of converting your followers on social media into your subscribers for added efficiency.
You can add the signup form on your Facebook page by using a call to action button, paste a link to your Instagram bio that enables followers to fill up your form in one click, pin your newsletter sign-up form on Pinterest, share attention-grabbing tweets including a call to action, and contact via LinkedIn with specific individuals with whom you want to form a deeper relationship.
Providing a reason to subscribe to your list is crucial for convincing your followers. For instance, you may hold digital contests requiring signing-up to participate.
Offering your popular blog content in a PDF version accessible via an email sign-up is an effective method to grow your email list.
You may add a call to action at the end of each blog post. It is the right way of providing an opportunity for your readers to subscribe to your email list without leaving the current page.
Having a high inbox placement rate and a validated email address are the fundamental requirements for success in email marketing. To increase them, you need email list cleaning services and tools. You must get rid of people who have not engaged with your email program for the past six months or more; otherwise, your bounce rate may increase.
Here are the top email list cleaning providers are compared for you;
|Services||Pricing for 100,000 Emails||Duplicate Remover||Greylisting Verification|
|MailGet List Cleaning||$159||✓||✓|
|Email List Verify||$169||✓||✓|
|Quick Email Verification||$320||✓||✓|
To learn what services they provide, you may visit their websites by clicking on the name of the company, or you can visit our email list cleaning blog post in which necessary information is explained in detail.
You need to break your subscribers into smaller groups based on specific criteria. It will categorize your email list based on particular groups’ expectations and feedback and will work on removing inactive users for a while. You may segment based on;
Location: Notify your local subscribers about your local event.
Preferences: Send an email to people who want to hear about blog posts or something specific.
Interests: Subscribers who like A, who like B or who want C. (It can be anything with regards to your business)
Cart Abandonment: Remind people who put items into the cart but don’t complete the purchase.
Lead Magnet: Send emails based on the topic of the lead magnet witch the targeted customers opted-in for.
New Subscribers: Send welcome mail and welcome series to new subscribers of your website.
Inactivity: Remind your subscribers who haven’t engaged for a while and didn’t complete the next step you want.
Open Rate: Reward the most engaged subscribers with a special offer. Remove people who have not opened your emails for a long time.
In this way, you will be able to send each email to segmented subscribers who are most interested in your content. As a result, you will be able to increase your conversion rates !
You need to have an appropriate schedule for your emails. Try not to send emails to your customers at inconvenient times. Also, if you segment your customers based on their wants and needs, you can set an email sending frequency quickly.
78% of consumers unsubscribe from emails because brands were sending too many emails. Make your offerings easy for people to take advantage of; otherwise, you may not be as successful as you want.
In today’s world, a common way to have a look at emails is by opening them from mobile devices. You should make sure that any email you send out is easily viewable on mobile phones or tablets.
Emails not optimized for mobile devices get deleted by 80.3% of users. If the emails are not optimized for mobile devices, 3 out of 10 users unsubscribe from the list. You should also make sure to do the same to your landing page.
Studies show 55% of emails get opened on a mobile device. You must also consider this when you’re writting crafting a subject line. While it may look good on your computer, it may look different on a smaller screen. To learn more about how to build an email list properly, you can visit our blog post about that.
A successful email campaign requires a more delicate approach to increase your conversions and grow your business. Here are some tips about creating a successful one;
The header should describe everything to your audience because they see it before opening your email. Yes, the header contains the least amount of content, but it is the most important because it’s what email receivers will use to decide whether they open your email or not.
You were able to convince your subscribers to open your email. The next challenge is to persuade them that you are saying something important, valuable, and exciting to prompt an action.
Finally, your subscriber has viewed your email to the very end. This is where you should thank your reader for his/her time and invite him/her to engage with you on other channels.
Your email marketing efforts go down the drain if your emails are not able to reach the targeted inbox of a subscriber.
ISPs continually control a bunch of email addresses to see their open rates, inbox placement rates, bounce rates, and other related scores to provide a service of flagging some emails as spam.
There are some reasons why your emails can be flagged as spam;
These seem too complicated and hard to overcome, right? So, how will you protect your emails from going to the spam folder instead of the inbox? You can;
To have a deeper understanding of the subject, you should visit our blog called " Why Emails Go to Spam Instead of Inbox & What to Do They Don’t Anymore". Enjoy!
Nobody wants to lose a valuable customer that they obtained with a great effort! You have worked hard on your email marketing campaign, so don't forget your existing customers.
I will try to give you some pieces of advice to keep your subscribers on your list and even make them more loyal to you.
It is 4-6 times (depending on the industry) cheaper to keep a customer than to acquire a new one because establishing a relationship and a moderate level of trust costs less than convincing somebody to purchase for second (or more) time.
Win-back is an email marketing strategy that aims to reactivate a customer who hasn't made a purchase for a long time. So, how to create win-back email campaigns?
To have a more profound knowledge of win-back campaigns, you can click and visit our blog post!
Artifact Uprising has conducted a very efficient email survey campaign to learn more about its subscribers. They offered $10 as an incentive in exchange for their customers' time.
Bonobos have generated a smart template saying "Hello? Anyone home?" to make recipients open their email. These types of questions with call-to-action work.
Once someone donates to a charity, his/her money takes a long journey. 'Charity: water' has used automation for their emails to show donors how their money is active all the way. This was an unusual approach, and it has grabbed lots of attention!
I have already mentioned the importance of customization and friendliness in email marketing. Therefore, designing a discount offering email template that evokes a dialogue is a charming idea like Kate Spade has done.
Cook Smart sends yummy recipes in the form of a meal plan to its subscribers every week. The "Weekly Eats" newsletter creates followers who wait for their new email impatiently. Furthermore, "Forward to a Friend," call-to-action creates an opportunity to share, which would also be a great way of growing an email list.
Dropbox has generated a cute and funny email to say, "come back to us!" by using cartoons and emoticons. The email was simple, short, attention-grabbing, and sweet. They may have also included an incentive like a limited-time offer to give recipients a reason to come back.
Estee Lauder has offered testing in their emails as proof of their high-quality products. This is a great way to sell high-priced products. They also used a colorful animated GIF that aroused the interest of readers.
The automated subject line of HireVue was "Saying goodbye is never easy to do… So, we thought we’d give you a chance to rethink things." They made the email funny and straightforward while displaying a guilt-free message. It was an alluring, smart, applaudable, and customized unsubscribe email which worked and decreased the unsubscribe rate of HireVue.
J. Crew sent a message pointing out that their stocks are melting like ice cream. They were able to put recipients in a good mood by sending this quick and sweet note which resulted in a high click rate. Good job!
Because people have no idea about what 'Holy Guacamole!' means, they tend to click on call-to-action to find out. It is a smart idea!
Spoiler: It’s about a 24-hour sale triggering a sense of urgency.
Because familiar things charm people better, J.Crew has used the power of words by comparing its sales with a very common and widely used item.
JetBlue has generated a heartbreaking email that touches the reader's feelings. It was an unsubscribe email to inhibit losing a customer. They may have used personalization like appealing by name, yet this automated email was successful!
Loft has nothing to do with bananas, but they made a simple and fun email saying: "Don't let this offer slip away from your hands because it is as easy to lose the chance as that you can slip on a banana." Creating a sense of urgency by making recipients smile works!
This email sale campaign has attained its marketing objectives because the email created curiosity. Readers had to click on call-to-action to see how much discount was offered, so the campaign had a high click-through rate.
Loft has created an automated welcome email evoking a very familiar song. They also offered a coupon as an incentive for their first purchase. Good approach!
Marc Jacobs has created a campaign referring to a worldwide known game called Tic-Tac-Toe. It was an amusing and attention-grabbing approach. These kinds of strategies make people smile, and smiling people tend to engage more. An excellent example of imaginativeness!
Need Supply has created an unusual approach: They send their subscribers birthday emails just after their birthdays! A personalized, friendly, and apologetic language is used in this email campaign. The idea was to shock people because nobody expects to receive this kind of email. It was a perfect example of creativity!
Overstock has motivated its subscribers to update their profile information in exchange for an irresistible incentive (coupon and discount) because the company is very aware of how important refreshing their email list and segmenting their customers.
You must never skip over a special occasion without making a marketing campaign because your competitors won't! Paperless has created an email marketing campaign for Mother's Day. It is a successful example because firstly, they added several calls-to-action in their emails for each card picture. Secondly, they had a clear call-to-action, including a sense of urgency. And lastly, they asked answerable questions encouraging engagement.
Pinkberry has come up with a great email marketing campaign for their sleepy customers who have not engaged in their efforts for a long time. They motivated their subscribers to sign in to their accounts by offering a surprising gift: a free yogurt on their Pinkcard.
Offering a free product is subservient, and it also helps to gain back a customer who has unsubscribed from your email list recently.
Poncho sends daily emails about weather forecasts each morning. These customizable newsletters help Poncho to create a sustainable relationship with its customers, hence their way of communication appeals to everyone. They also use colorful images and delightful GIFs which trigger good feelings for readers.
Starbucks has made a win-win-win campaign! The formula was easy: Starbucks subscribers needed to invite their friends to get a free drink. If invited ones fill up a subscription form, they also win a free drink. Starbucks, however, would obtain new customers with little cost. See, this is how the stars of the industry shine!
I did say that text-only emails do not look good, but if you are worried about the size and transfer speed of an image, you may create successful email marketing campaigns without any images as The Limited has done. They used the power of transverse colors to attract attention. This strategy also makes your email easy to scan.
Tiffany & Co. have used romance in their email marketing campaign to build a mental connection between their products and romantic feelings. Because good feelings increase the possibility of engagement, people were more likely to click on call-to-action. Additionally, they used visuals very well: A balloon built with Tiffany rings and a sweet cartoon character couple.
Topshop has generated a great email reminding their clients about incomplete orders. The email is influential because they have chosen their words very wisely: "We have got your bag (referring to 'back')." They try to say that "We kept your shopping basket safe all this time." Good job!
Uber has created a campaign clearly saying that "Hey, we are aware that you do not want to waste your time by reading every single word in this email, so we made it easy to scan. Look at it, then click on the call-to-action button." The campaign was very successful due to the usage of simplicity. Also, bright colors and geometric patterns are the right way of presenting visuality.
A newsletter is a regularly distributed email campaign that is generally about one main topic of interest. This fits perfectly if your goal is to keep in touch with your existing customers.
Marketers using the method of the newsletter have usually aimed at;
"We will have everything our customers care about, all in one place."
"Our newsletters will be so different that people will actually look forward to getting our newsletter."
"Since we're only sending it once a month, it will be a breeze to put together."
Let's have a look at a well-executed newsletter of Spotify:
Spotify is a well-known business that is very successful in reaching its customers with customized content. Spotify forms an end-of-year playlist for
each of their subscribers and sends it as an email.
This email contains their most-played songs, top artists and genres, the time they have spent on Spotify, and their most active days. The email continues with a call-to-action link that customers can click and reach the playlist made for them.
It is an excellent example of building a sustainable relationship with existing customers!
A marketing offer is any campaign that you send to drive direct response from a customer. It needs to include a call-to-action button. An email about the latest stock, discount, or special promotion may be given as an instance of a marketing offer.
Let's have a look at a great marketing offer by Ikea:
Ikea has created a compelling sales discount email because the campaign;
Announcement emails are used when launching or updating a new product, a feature, or a service. This is a great category to choose if your email marketing goal is to keep your audiences engaged.
Let's have a look at a well-designed announcement email example of Sphere:
Sphere has generated a mobile app update announcement email by using the power of GIFs. Because announcement emails require customer engagement, amusing your subscribers with animated GIFs will definitely work!
Event invitation emails are designed to increase awareness about your event and to encourage your subscribers to attend. Events lead to an increase in communication with your audience, so arrange some creative activities!
Let's have a look at a suitable event invitation email of Hidden Dinner:
Hidden Dinner has generated an attention-grabbing event invitation email because;
Constant Contact is the most popular email marketing service for small businesses. It has customizable email templates and offers high-quality support.
Constant Contact gives you full access to their tools for 60 days. After the trial, the subscription starts at $20 per month for up to 500 subscribers.
Brevo is an email and SMS marketing software that you can use to create marketing campaigns without strong technical knowledge.
They offer a free account with unlimited contacts, but you can send only 300 emails per day. The premium plan starts at $25 per month for up to 20,000 emails per month.
Drip is the perfect solution for you if you’re an e-commerce merchant who wants to send emails at the right time by understanding customers’ purchase intent and behavior. You can customize your messages based on actions like cart abandonment, first-time users, returning website visitors, people who clicked a link on your site, and so on.
Drip offers a 14-day free trial. Their pricing starts at $49 per month for up to 2500 subscribers.
ConvertKit is the best email marketing tool for bloggers and publishers. With ConvertKit, you can create attractive forms and send custom-tailored emails to individual subscribers.
ConvertKit allows you to sign up for a free 14-day trial; then the pricing starts at $29 per month for up to 1000 subscribers.
AWeber is one of the most popular lead generation services for small businesses. You can design email newsletters with the drag and drop builder, automate email sequences, and create mobile-responsive sign-up forms that function well on any device.
The pricing starts at $19 per month for up to 500 subscribers.
MailChimp’s features are robust and affordable for marketers of all sizes, whether you’re a blogger, local business, or a company with off-the-charts growth.
You can sign up for their free plan that allows you to grow up to 2,000 subscribers and send 12,000 emails per month.
Litmus enables you to;
Litmus comes with a free 7-day trial, while the premium version costs $399 a month, $149 for the Plus version, and $79 for the basic version.
Mad Mimi is a tool that helps you to create, send, share, and track email newsletters online. It makes email marketing as simple as possible with the help of a straightforward WYSIWYG editor.
To customize your emails, you can choose and add links from 39 social networking buttons like share, like, pin and retweet. It also offers services such as;
Mad Mimi pricing initiates from $10 per month for a basic account for 500 contacts, and the pro package costs $42 for 10,000 contacts.
Email Octopus is a tool that helps you manage your email marketing campaigns with the help of Amazon SES. You can send email newsletters and drip emails, create and customize HTML email templates.
You can also have designed templates, analyze and optimize campaigns, and automate your email sending workflow.
If you would like to learn more about Amazon SES Email Marketing, you may read our blog post!
The basic free plan is available for 14 days, and the premium plan costs $19 per month.
iContact offers intuitive and straightforward packages which cover;
iContact has special packages starting from $14 to $299 per/month depending on your subscriber list size.
Get Response is a tool that helps you to create professional-level marketing campaigns with an effectively maintained email contacts list. It offers packages containing the services of;
Get Response offers various packages; the basic one costs you $15 per month with 1.000 subscribers. The price goes up to $1.199 depending on the number of features.
Zoho Mail is a tool to create email marketing campaigns. The process is divided into three sections:
You may use a WYSIWYG editor used for HTML content in the second step. Then, you can add images, drop items, and format text in your email.
The free test plan enables 2,000 subscribers/12,000 emails in a month. The price is $5/month.
Additionally, you can send automated emails to subscribers for free with these tools: 10 Best Free Autoresponder Tools (Reviews + Pros & Cons)
Movable INK offers a free email template builder to easily and quickly create good looking emails. It provides services such as;
Movable INK gives its users an opportunity for a free trial, but they have not mentioned what the price will be after the demo time expires.
Mosaico offers an open-source email template editor which enables you to;
It is open-source and free!
Zurb is a design company that provides a free email template builder for you to create responsive emails. It has five types of templates, namely Basic, Hero, Sidebar Hero, and Newsletter.
Zurb offers fabulous email templates for free!
NewsLetter Creator provides a reliable and slick downloadable email editor tool that makes designing emails easier. It also has features like;
To reveal NewsLetter Creator's success, I should say that they provide services to very well-known brands like Microsoft, P&G, Hugo Boss, and so on.
NewsLetter Creator gives its users an opportunity for a free trial, but they have not mentioned what the price will be after the free trial period ends.
Stripo.email offers over 300 predesigned templates and over 10,000 available images. They also have;
You can create a free account and use it forever, but to obtain more features, Stripo. Email offers packages starting from $10.42 to 33.33$ per month.
You may also want to read:
Best Website Builders for Small Businesses
You need to track the success of your email marketing efforts, because
You cannot improve something that you did not measure.
Email marketing tools like Campaign Monitor show your email campaign results correctly.
You can also use our free email marketing roi tool to measure your digital efforts.
To get insights on how to calculate email marketing roi, visit our related article!
There are six crucial email marketing metrics that you need to be calculating on a regular basis (weekly or monthly):
Open rate is the percentage of recipients who opened your email. This is one of the fundamental metrics to measure because your email efforts go down the drain if your subscribers are not opening and reading them. You need to track your open rate on a weekly basis.
Four major factors affect your email open rate;
Open Rate Calculation:
Total Opens/(Emails Sent-Bounced Emails), or
Total Opens/Emails Delivered
You can increase your email open rate by using the tips given below;
The Click-through rate is the percentage of recipients who clicked on a link in your email. Because your primary goal in an email marketing campaign is to make your audience engaged, it is a fundamental metric to measure. You need to measure your click-through rate on a weekly basis.
CTR rates differ according to the email types.
Three significant factors influence your click-through rate;
Click-Through Rate Calculation:
Total Number of Clicks/Number of Emails Delivered
You can increase your click-through rate by following the advice given below;
The Unsubscribe rate is the percentage of recipients who have clicked on the “unsubscribe” link inside your email. You need to measure the unsubscribe rate on a weekly basis.
Three major factors influence your unsubscribe rate;
Unsubscribe Rate Calculation:
Total Number of Unsubscribes/Number of Emails Delivered
You can decrease your unsubscribe rate by doing the things given below;
The Complaint rate is the percentage of recipients who flagged your email as spam. You need to measure your complaint rate on a weekly basis.
There are five main reasons why your complaint rate may be high;
Complaint Rate Calculation:
Total Number of Complaints/Number of Emails Delivered
You can decrease your complaint rate by following the tips given below;
Conversion rate is the percentage of recipients who completed your willed action (e.g., buying a product). The more your conversion rate is, the better. You need to measure your conversion rate on a monthly basis.
Conversion Rate Calculation:
(Number of Conversions/Number of Delivered Emails) x 100
You can raise your conversion rate by using the three strategies given below;
The Bounce rate is the percentage of emails sent which weren’t successfully delivered to the targeted inbox. You need to measure your bounce rate on a monthly basis.
Four possible factors are affecting your bounce rate;
Bounce Rate Calculation:
(Number of Bounces/Number of Emails Sent) x 100
You can decrease your bounce rate if you regularly clean your email list and remove inactive subscribers from your list. Email List Cleaning Services may help you to determine and take action concerning to the issue.
I hope this content will be beneficial for you! If you have any questions or suggestions, please do not hesitate to communicate with me via chat.
While there are competing marketing channels, email marketing is still working. With 4200% ROI, email marketing can considerably improve the sales of companies with a proper strategy. People wonder if email marketing is still working because it is an aged marketing channel.
Oftentimes, people consider older technologies as out of date and no longer effective. While some do, others may evolve and preserve their efficiency just like email marketing. That’s why it is still driving successful results today.
Even though there’s no hard, fast rule, a good approach could be to send emails twice a month in the beginning, then up it to weekly. If you provide valuable content, consistently changing offers, or regular promotions, then sending marketing emails two to three times a week could be an efficient frequency.
List growth rate
Number of unsubscribers
To have a deeper understanding of email marketing metrics, you should take a look at our blog called “10 Email Marketing KPIs and Metrics You Should Be Tracking.”
You can build an email list from scratch with:
Loyalty and referral programs
Discounts and deals
Timed popup surveys
More landing pages
Free trial periods
Typically, a mid-size business can expect to spend $9-$1,000 per month on email marketing, if they self-manage their campaigns, depending on the number of subscribers and the email marketing service they use. If they work with an agency, the average cost could be $300-$500 per month.
1. Decide what customer data will help your business
2. Use signup forms, surveys, and quizzes to collect data
3. Create personas for your customers
4. Define email list segments
5. Create targeted content
6. Use email marketing tools’ segmentation feature
7. Test and measure campaigns, tweak, repeat.
Email automation is sending triggered or behavior-driven emails automatically from an email service provider. It works based on specific actions, such as when a subscriber adds an item to their cart.