The Ultimate Guide to Email Marketing: Strategies, Tools, and Best Practices

The Ultimate Guide to Email Marketing: Strategies, Tools, and Best Practices

Email marketing is one of the internet marketing services, whereby an organization sends commercial messages or some form of updates to an audience by email.

Thus, it is an effective method of audience targeting, brand promotion, and enhancing the sales performance. According to a recent study, email marketing has an average ROI of 42:1 and therefore considered to be one of the cheapest full contact advertising medium.

Email marketing has a very long and a definitely very interesting prehistory. The first actual, recognized commercial email campaign can be traced back to the year 1978, by an employee of Digital Equipment Corporation known as Gary Thuerk. Since then many changes occurred in the sphere of email marketing due to the emergence of email service providers, numerous automation tools, and the possibility of deep analytics.

In this article, you will learn about the definition of email marketing, advantages of the method, techniques, tips, and instruments to apply. Whether you’re just starting your journey in this e-mail marketing world or trying to optimize your campaign further, this article will help you get all the necessary information and tools.

E-mail promotion’s advantages

There are various advantages of using the email marketing strategy by the business organizations. Here are some of the most important benefits: Here are some of the most important benefits:

  1. Cost-effectiveness: Another major benefit of using the email marketing technique is that it effectively does not cost much. Hence, as a marketing tool, email marketing is cheaper compared to other conventional promotional methods like print or television media. There is no amount required under expenses for design, printing or even posting. Today, if a person selects the appropriate email service provider, he/she can easily send professional appealing emails to thousands of subscribers at a few bucks a month.
  2. Targeted audience: This is an advantage because, through the use of email marketing, you are also able to target a selected audience. It is also possible to divide the sent emails by criteria like demographics, behavioral or preferences. This implies that you can segment the subscribers and send them personalized messages that are germane to their category.
  3. Easy to measure: You also need to know that when it comes to email marketing, you can actually track your outcome and determine your effectiveness. Almost all email providers have an analytics connection comprising data on how many people opened their messages, as well as how many clicked on their links and made a purchase. This data is also useful in strategy tuning and in maximizing your future campaigns.
  4. High ROI: Email marketing is cost-effective, which makes it have a high ROI. According to a study by the Direct Marketing Association, email marketing has an average ROI of 42:a. This makes research show that for every dollar that you invest in email marketing, you stand to gain a return of $ 42. Being one of the most effective methods of promoting products and services that generate a very high ROI, email marketing is an indispensable outreach strategy for any business that is targeting customer acquisition and, therefore, sorely in need of sales.

Ways of creating an email list

Anyone in business needs to build their email list. Here are some effective strategies for building an email list:Here are some effective strategies for building an email list:

Create an opt-in form

Another great technique to promote email list is placing opt-in forms on website Every business should have a list of contacts, and one of the most effective ways of acquiring them is through the use of opt-in forms. An opt-in form is the form on the web that lets the visitor join your mailing list. All your opt-in forms should be visible, easy to fill in and provide your subscribers with a specific reason to sign up.

Use a lead magnet

A lead magnet is inform of a free gives that is typically an ebook, white paper, checklist or any other relevant content to a particular subject matter in exchange for an email address. Lead magnets are also advisable as they will help you encourage people to subscribe to your list.

Get offline

Still others are purely online, what you can also get by having entry forms at an event or inside the store. Avoid sending emails to people you have not obtained their permission to send such emails to them.

Purchase an email list

Buying subscribers is not advisable as it will lead to the unsubscribers and will ruin the reputation of the company. But, if you do decide to buy a list, it is crucial that you do some research on the provider to make sure that the list subscribers opted-in for marketing communication. Furthermore, make sure that you split the purchased list to avoid sending material that the subscriber is not interested in to their email.

Every now and again one must invest his time and money to create an email list though it is important in the long run. Opt-in forms, lead magnet, and other conventional and unconventional means of collection will ensure that you get a qualified email list for business growth.

Creating effective emails

Crafting good emails is important for your email marketing success I would like to emphasize. Here are some tips for creating emails that engage and convert:Here are some tips for creating emails that engage and convert:

Subject lines: Thus, the subject line is the first thing to which your subscribers are exposed when they open an email you sent them. The ultimate goal is to create subject lines that grab readers’ attention and targeted to their needs or wants. Personalize your subject line, ask questions, or lead them and make them feel that there is something urgent which they need to see.

Subject lines

Body content: The main part of your e-mail should be short and informative but at the same time, it should grab the recipients’ attention. Chunk your content with the use of short paragraphs like five headings and bullet points on your list. This should be a quick once over that emphasizes the value to be drawn from subscribing and how the offered product/service can alleviate the customers’ pains.

Personalization: By introducing certain rules in the language and tone of the emails as well as some subject matters, one can greatly improve on the open and click through rates. Employ your subscribers’ names in the subject line and the content of the email, categorize your mailing list by demographics or activity, employ dynamic content to continue the personalization process.

Calls-to-action: More specifically, a call-to-action (CTA) is a button or a link your subscribers click, for example, to make a purchase, to take a trial, etc. Always ensure they are easily noticeable, clearly branded and are well placed and pertinent to the content message of the email. Employ words that indicate action and develop an emergency so that you can get your subscribers to click.


In particular, unlike creating articles, creating effective emails presupposes a rather profound knowledge of your audience and value-orientation. To gain more ideas, there are more examples of email marketing below.

Email marketing campaign strategies

Here are some popular email campaign strategies:

Welcome emails

The welcome emails are auto generated messages that are sent to the new subscribers, after they have signed up to receive your emails. Sending a welcome email is an excellent chance to introduce your brand, state the purpose and provide the subscriber with some extra value in order to encourage him/her to interact with your brand. Always, in your welcome email, ensure that you wish your subscribers well and guide them to your website or your social media handles and also include the value you intend to offer to them.

Abandoned cart emails

Cart reminder e-mails are e-mail messages that are sent to subscribers who have placed products in their shopping carts, but did not purchase them. Abandoned cart emails can thus be utilized to leverage such a chance and therefore get back sales that had been lost. Your abandoned cart email should include information on what the subscriber has left in the cart, discount/incentive option, and the CTA.

Promotional emails

Promotional emails are those type of messages that are delivered to the subscribers of an organization to sell a product, offer a service or an attractive deal or run a campaign. Web promotion can be done through sending promotional emails, where customers can be informed about the new products, or a current promotion of the certain brand, where only customers who got the email can get a certain discount or buy goods with a discount for a limited time only. Take advantage of your promotional emails to help the client understand why the offer has to be make now, the benefits of making the offer and how to make the offer.

Newsletter emails

Newsletter emails on the other hand refer to emails that are delivered periodically to the subscribers for them to update them on new information regarding the brand, new information in the market, and other activities by the company. The emails sent through this ventures enable long-term communication with the subscribers and development of the brand reputation of being informative in the industry. Take advantage of utilizing your newsletter emails to deliver useful information from your firm, depicting client achievements and steering the audience to your firm’s website or social media page.

Newsletters and campaigns delivered to subscribers’ in-boxes are a very effective way to increase your clients’ sales. With welcome emails, abandoned cart emails, promotional emails, and newsletter emails, it is possible to create a excellent email marketing campaign that will enable the business estate’s growth.

Email design best practices

The aesthetic appeal of email is considered to be significant when it comes to the design of the emails that are used in the course of the marketing promotions. Here are some best practices for creating effective email designs:

Responsive design: That is why today, when creating an email campaign, the principles of reactibility, that is, the ability to display the layout of an email on all types of devices — computers, smartphones and tablets, — are paramount. Choose a flexible design of your email that enables you to get the best results on any device; choose responsive design.

Use of images and videos: Even if they are not always strong calls to action, images and videos will help you make your email visually more appealing and to maximize the open/read rates. The images and videos used should also be of high quality, related to the content and should be optimized for speed.

Consistent branding: Adherence to a certain pattern is of significant importance from the perspective of brand recognition as well as shaping the subscribers’ trust. Don’t forget that you should use the colors, font and other characteristics that are used in the advertisements of your brand.

Clear and concise layout: A clear and concise layout here is the key to developing e-mails and newsletter that can be easily read and that have good and clear navigation. It is wise to number your pages head and subheadings and use bullet points so that the reader gets a quick preview. Ensure they place a call to action button that is very conspicuous to encourage the subscribers to take the intended action.

Website A/B testing for the email marketing.

A/B testing is an effective approach which enables the evaluation of the various factors of your email marketing campaigns to assert the best one. But you really want to know what A/B testing is in specific, do you not?

A/B testing focuses on making two different versions of the same email and to test both the versions with a selected sample of the subscribed list of email recipients. The only distinction between them will be one aspect of the campaign they will be developing, including the title, button, or the message. The favourable version is then sent to the other subscribers in the remaining part of the email list.

Some of the areas where you can apply A/B testing for e- mail marketing are the subject line, the Sender name, the Call to action, content, images and timing of the e-mail. Making changes to a web page or other marketing medium, while perhaps obvious, should be done in such a way that only one change is made at a time to enable the isolation of its impact.

Website A/B testing

Some of the basic components of email you can configure through split-testing are the subject line, the sender’s name, the CTA, the content of the email, images incorporated in the email, as well as the timing of the email. In particular, while testing the A/B version of a site, it is necessary only compare one factor with the rest remaining constant so that a definite comparison can be made about the variant being tested.

Following an A/B testing, it is critical to look at the insights, and adopt the better performing variation of your e-mail. Compare elements like open rates, click through rates and conversion rates to know which of the two versions performed well. Of course, once you have found out which version has been the most successful, it is advised to integrate the changes into your subsequent email marketing initiatives and hope to see a general enhancement in outcome.

A/B testing is a very effective method that you should use in your email marketing to improve the results you get. It aims at achieving an utmost comprehension of your audience by changing one or several variables systematically, analyzing the results, and implementing certain adjustments to construct first-rate email campaigns that will, indeed, drive the audience to act.

Keeping the emails effectively delivered and not ending up in spam folders

Email deliverability can therefore be described as the process of your emails landing in the subscriber’s inbox. Most people who use email marketing campaigns consider deliverability rate vital to the success of the campaigns.

If it is true that your emails are not being delivered to the inbox of your subscribers, you lose the possibility to reach them and obtain some kind of conversion. Further, low efficiency of the email delivery results in negative consequences for your brand and can lead to legal problems.

Consequently, it is necessary to adhere to some essential email marketing rules to get around the spam filters. Choose a good mailing service provider, verify your domain, do not use the words that indicate spam and always include information on how to unsubscribe from the list. Further, on the lists, always segment them in a way that you will be sending suitable content to those readers.

But to help you manage and enhance you email deliverability observe your email figures including the open rate, click through rate and bounce rate. If for instance you observe a demerit in your parameters, it means that the emails you are sending are landing in spam. To enhance the rates of email deliverability you ought to clean your list of subscribers, always test your emails before sending them, and regularly communicate with your subscribers so that they would remain interested and active.

Marketing through email and tools for it

There are several email marketing tools and software that will assist you in organizing your campaigns, the processes of sending your Emails and even monitor the outcomes. Here are some essential tools for email marketing:

Email service providers: An ESP basically is an email marketing software that enables one to design, manage and track e-mail marketing messages. The outcome of an ESP includes email templates, the list of recipients, segmentation procedures, as well as the analysis of the outcomes. Some of the most used ESPs are the Mailchimp, Constant Contact as well as the Campaign Monitor.

Automation tools: There is an option to automate processes, usually time-consuming, and develop an individual path of sending e-mails to a subscriber. These automation tool can include items like (triggered e-mails, drip campaigns, cart abandonment e-mails). Called automatic emailers and there are many platforms with the most popular one being Klaviyo, Drip, and HubSpot.

Analytics and tracking tools: There are many kinds of tracking tools that let you analyze how your email campaigns are doing and make proper choices based on all that information. Information and communication technology can encompass aspects like open rates, click through rates, conversion rates, and even, tracked revenues, among others. Some of the commonly used analytics and tracking tools are – Google Analytics, Mixpanel, and Adobe analytics.

Wrapping it up

This is a key strategy adopted by organizations with an intention of being closely associated with their customers, creating awareness of their brands, and making sales to the customers. Here, the advantages of the type of the advertising message, the ways of organizing the list of the potential recipients, tips on developing the messages, the strategies of the campaigns, the tips referring to the design of the registered messages, tips on testing, on ensuring the delivery of the messages, and the tools and applications used in the Internet advertizing.

Given the fact that email marketing is rapidly expanding, the need to conduct research to gather current trends as well as the productive practices becomes crucial. Thus, readers are invited to further explore, learn and refine their e-mail marketing efforts to get even better outcomes. Make the change and act NOW – it is time to use these strategies and boost your business with email marketing!