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Email marketing is sending a commercial email message, typically to a specific group of people. It involves sending advertisements, product or service promotion, or get sales or donations using email. Email marketing is done to achieve  objectives such as brand awareness, trust, to build loyalty towards product , to introduce new product or service. Email Marketing  refers to sending email  along with the  purpose of enhancing a merchant’s relationship with current or previous customers .Main purpose to  encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something from merchants   , and sharing third-party advertisement.


Advantages of Email Marketing

Email marketing is a rational choice with companies for various reasons:

  • Email marketing is cheaper and faster than traditional mail, mainly because with email, most of the cost falls on the recipient.
  • Businesses and organizations, for sending a high volume of emails, can use an ESP (email service provider) to gather information about the behaviour of the recipients or consumer. The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behaviour in their vested interest.
  • Email are the foremost tool of modern corporate communication so it assures that all sort of audience can be reached effectively and easily.

Disadvantages Email Marketing

It is easy and effective method but comes with certain disadvantages.

  • Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States’ Controlling the Assault of NonSolicited Pornography and Marketing Act (CAN-SPAM), the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider’s acceptable use policy.
  •  Additionally, consumers receive on average about 80 emails per day.
  • Usually alot of mails are filtered out as spams and might never be read in first hand.

History of Email Marketing.

Email marketing has evolved along with the technological growth of the 21st century. Prior to this growth, when emails were novelties to most of customers, email marketing was not very effective. In 1988, Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first mass email to approximately 300 potential clients via the Advanced Research Projects Agency Network (ARPANET) and He claims that this $13 million worth of sales in DEC products, and highlighted the potential of marketing through mass emails. This showed the effectiveness of advertising through Email marketing and is equally or can be said multiple times effective nowdays , with more accurate assessment of customers.

However, as email marketing developed as an effective means of direct communication, in the 1990s, users referring to it as “spam”, and began blocking out content from emails with filters and blocking programs thus descreasing its effectiveness. In order to effectively communicate a message through email, marketers had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam removing software.Innovative ideas were invented and implemented to get to the users.

Historically, it has been difficult to measure the effectiveness of marketing campaigns because target markets cannot be adequately defined. Email marketing carries the benefit of allowing marketers to identify returns on investment and measure and improve efficiency. Email marketing gives freedom marketers to see feedback from users in real time, and to monitor how effective their campaign to achieving market penetration, revealing a communication channel’s scope. At the same time, however, it also means that the more personal nature of certain advertising methods, such as television advertisements, cannot be captured.

Types of Email Marketing

There can be any types and forms of Email Marketing , it is for you to decide which method suits the marketers for the intended sale. The puspose of Email Marketing must be clear and understood to the best possible extend.

Transactional emails

Transactional emails are triggered based on a customer’s action with a company. To be qualified as transactional or relationship messages, these communications’ primary purpose must be “to facilitate, complete, or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender” along with a few other narrow definitions of transactional messaging.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to their high open rates, transactional emails are an opportunity to introduce or extend the email relationship with customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products or services.

Direct emails

`               Direct email involves sending an email to communicate a promotional message (for example, a special offer or a product catalog). Marketers usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies based on their set of requirements and interest.

                                                These are those types emails that are promotional in nature or tend to engage their customer in products of interest.

Tips for Effective Email Marketing

Effective email marketing takes effort though . Here are a few strategies for making the most of your email marketing campaigns.

  1. Build your own list. All you’re going to do by sending unsolicited email is turn off most of the people you’re hoping to turn into customers. Whether through your website, in your store, or at an event, make it clear when customers are opting in to receiving your emails.
  2. Adhere to the rules of the CAM-SPAM Act. These rules include having a non-deceptive subject line, a method of unsubscribing, and your name and address at the end of the emails.
  3. Don’t just send out ads to buy all the time. Use your emails to build rapport with customers by sharing your expertise or that of others, giving them tips and insights they can value. Share information that lets them know more about you and your company.
  4. Treat your list well. Remember that the people you’re communicating with over email have trusted you with their information; they deserve your respect. If you want a chance to convert them from customers to fans and even evangelists for your brand, then make them feel special.
  5. Stick to a schedule if you’re doing a newsletter. Sending email on a regular day or days can help your subscribers know what to expect from you and when.
  6. Optimize your email for mobile usage, as statistics show that roughly half of emails are opened on mobile devices.

Getting Started with Email Marketing

Email marketing is surely an effective means but Before you get overwhelmed with the vast possibilities of email marketing, let’s note down a few key things to get you started building a strong email campaign that will engage your customers and  get you sales.

Create an Email Marketing Strategy

Each of your customers receives approx.121 emails every day. That means, if you don’t take the time to develop an effective strategy, your emails will be sent to the spam folder, get lost in crowded inboxes, or worse. This is the truth that you cannot turn your head away.

You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).

Think of the following five steps as an outline for your email strategy and try to benefit from it.

Email Marketing Planning Template

1. Define Your Audience

An effective email is a relevant Email. Like everything else in marketing, start with your buyer personal, understand what they want, and tailor your email campaign to your audience’s needs. As can be said find the mouth that want the food you serve.

2. Define Your Goals

Before you come up with your campaign goals, gather some context. Research the average email stats for your industry and use them as benchmarks for your goals.Be specific with your goals and don’t lose your focus at any point of time.

3. Choose an Email Campaign Type /Form

Email campaigns differs and trying to decide between them can be daunting as well as exciting. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are best suited for sharing?Can you come up with your own brand new ideas and lead the path.

These questions are though by every marketer. You can start by reading about the different types of email campaigns thatpresently  exist, then decide which is best for your audience. You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them. Again try to contain the specific nature of your approach to the consumer or user.

4. Create a Way for People to Sign Up or engage

You need people to email, right? An email list is a group of users who have given you permission to send them relevant content. To build that list, you need several ways for prospects to opt in to receive your emails. You can use the existing base for  befitting interest of consumer and marketer.

5. Make a Schedule or interval for contact.

Decide how often you plan to contact your list, inform your audience upfront so they know what to expect, and stick to a consistent schedule to build trust, and so they don’t forget about you. Always some over the top efforts are visible and thus can help develop trust.

6. Measure Your Results

This should come as no surprise. As marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your emails that will yield large results. We’re going to touch on the exact KPIs to monitor in a bit (or you can simply jump ahead).

Build Your Email List

Now to the fun part: filling your email list with  prospects that are excited to hear from you.

There are many creative ways to build your email list (and, no, purchasing emails ain’t one). Basically speaking, list building comes down to two main elements that work hand in hand to increase  your subscriber numbers: lead magnets and opt-in forms.


Lead Magnets

Lead Magnets are specific deliverable that is offered to prospects in return for contact information, typically to join an email list. Your lead magnet should exactly as it sounds: something that attracts prospects to your email list, usually in the form of a free offer. The offer can take a number of formats, should be valuable to your prospects, and is given away for free in exchange for an email address.

Here are a few types of lead magnets you could create:

  • Ebook
  • Whitepaper
  • Info graphic
  • Report or Study
  • Checklist
  • Template
  • Webinar or Course
  • Tool
  • workshops

Remember that your lead magnet should be relevant to your prospects. Here are a few guidelines to ensure you’re creating a valuable asset for your potential list.

1. Make your offer solution-oriented and actionable.

Provide practical information that solves a problem and create a realistic way to achieve the solution.

2. Ensure that the asset is easy to consume.

Lead magnets should be delivered in a digital format. Whether it’s a PDF, a webpage, a video, or some other format, make it easy for your new lead to obtain and consume it.

3. Treat your lead magnet as a stepping stone to your paid solution.

The point of your email list is to eventually guide subscribers to a paid offer. You offer free content to demonstrate the value that you provide as a company, and those free offers should eventually lead to your product or service.

4. Create your offer with future content in mind.

There’s nothing worse than signing up for a great offer only to be disappointed by the content that follows. Make sure your offer is aligned with the value that you will provide throughout your relationship, otherwise you risk damaging trust.

5. Create offers that are relevant to each stage of the buyer’s journey.

Every new lead will be at a different stage of the buyer’s journey, and it’s your responsibility to know which. Segment your list from the beginning by providing separate opt-in offers that pertain to each stage of the buyer’s journey. You can tell a lot about a prospect’s mindset by the content they consume.

Opt-in Form

An opt-in is a form of consent given by web users, acknowledging interest in a product or service and authorizing a third party to contact them with further information. “Opting in” generally refers to email communication and is often used in ecommerce for permission to send newsletters, product sales, and other marketing material to customers. Your opt-in form is how you get a prospect’s information to add them to your list. It’s the gate between your future leads and the incredible asset that you created with them in mind.

1. Create an attractive design and attention-grabbing header.

Your form should be branded, stand out from the page, and entice people to sign up. You want to excite readers with the offer. As earlier said some over the top efforts are worth it.

2. Keep it simple.

Your prospect should be as simple that they can figure out the body of intented subject and engage to your thought easily. This could be one of your first interactions with your prospect. Don’t scare them away with a long form with several fields. Ask for only the most essential information: first name and email is a good place to start. In due coarse of time futher details can be put to use.

3. Make the copy relevant to the offer.

While your goal is to get people to enter their information, it isn’t to deceive them. Any information on your form should be a truthful representation of the offer. The foremost attribute in achieving any audience the bond that is formed , a sense of trust must be there.

4. Set your opt-in form for double confirmation.

It may seem counterproductive to ask your subscribers to opt in to your emails twice, but a study on open rates proves that customers prefer a confirmed opt-in (COI) email 2.7X more than a welcome email. Again, all thats builds trust should be your way to operate.

5. Ensure that the flow works.

The rythm is a key factor in making engagement  persistant and easy. Take yourself through the user experience before you go live. Double check that the form works as intended, the thank you page is live, and your offer is delivered as promised. This is one of your first impressions on your new lead — makes it a professional and positive one. Try to sit on the chair of consumer.

Email Marketing Best Practices

If all goes well(it should), you’ll have built a robust list of subscribers and leads that are waiting to hear from you. But you can’t start emailing just yet unless you want to end up in a spam folder, or worse, a blocked list.

Here are a few extremely important things to keep in mind before you start emailing your precious list that you worked so hard to build.

Email Marketing Tips

you probably don’t think twice about the formatting or subject line of an email you send to a friend, email marketing requires a lot more consideration. Everything from the time you send your email to the devices on which your email could be opened matters. Your goal with every email is to generate more leads, which makes crafting a marketing email a more involved process than other emails you’ve written.

Let’s touch on the components of a successful marketing email:

Copy: The copy in the body of your email should be consistent with your voice and stick to only one topic.

Images: Choose images that are optimized for all devices, eye-catching, and along with relevant information .

CTA: Your call-to-action should lead to a relevant offer and stand out from the rest of the email.

Timing:  A study that observed response rates of 25 million emails, Tuesday at 10 AM ET is the best day and time to send your email.

Responsiveness: 60% of emails are opened on mobile. Your email should, therefore, be optimized for this as well as all other devices.

Personalization: Write each email like you’re sending it to your friend. Be personable and address your reader in a familiar tone.

Subject Line: Use clear, Easy , actionable, enticing language that is personalized and aligned with the body of the email.

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