In a time of social media, influencer marketing, and online advertising, there is one marketing tool that has continued to be a powerhouse—email marketing. Even though it is one of the oldest digital communication tools, email marketing still returns one of the highest returns on investment (ROI) of all digital mediums.
What Is Email Marketing?
It is the process of sending relevant emails to a list of individuals—typically subscribers, leads, or customers—to sell products, offer information, or build brand loyalty.
It’s not a question of blasting promotional messages to all mailboxes. When done right, it is value-based, timely, and personalized, allowing businesses to build customer relationships, drive sales, and cultivate great leads.
Why Is Email Marketing Important?
It is one of the few marketing channels where you can:
Directly target your audience
Own your list (and not the social media followers)
Send behavior-based targeted messages
Measure results with measurable analytics
Industry research reveals that this marketing can yield an average ROI of $36 for every $1 spent, making it a must-have tool for companies of all sizes.
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How Email Marketing Works: Step-by-Step
Let’s break down how an average email marketing campaign is set up and executed:
- Build an Email List
You initially need an audience to send them to first before sending emails. Having an email list is the top and most important step.
Add sign-up forms to your website, blog, or landing pages.
Offer lead magnets like eBooks for free, discount codes, or exclusive content in exchange for email addresses.
Comply with GDPR by requesting clear consent from subscribers.
- Choose an Marketing Tool
You will need an email marketing tool in order to work with your list and automate your campaigns. Popular choices include:
- Mailchimp
- Constant Contact
- ConvertKit
- ActiveCampaign
- HubSpot
These tools help you build emails, segment your list, automate, and track campaign performance.
- Segment Your Audience
You don’t have equal subscribers. Segmentation allows you to send the right message to the right person at the right moment.
Typical segmenting ways:
- Location
- Previous purchase history
- Engagement level
- Funnel stage
For example, you would send a welcome to new subscribers, product update to past customers, and cart abandonment reminder to prospects.
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- Create Valuable Email Content
Email content should be valuable, not just promotional. Here are some types of emails you can send:
- Newsletters with tips, stories, or updates
- Special offer promotional emails
- Welcome emails to new subscribers
- Product launch or announcement
- Transactional emails (shipping updates, order confirmations)
- A good email has:
- Clear subject line
- Personalization (referencing the recipient’s name or preference)
- Engaging call-to-action (CTA)
- Mobile-optimized design
- Convert Email Campaigns to Autoresponders
You can automate emails to get sent automatically by triggers or schedule. Examples:
- Welcome series after subscription
- Birthday or anniversary mailers
- Follow-ups after download or purchase
- Automation saves time and provides consistent communication without effort.
- Analyze and Optimize
The best thing about email marketing is that it is measurable. The most critical metrics to track are:
- Open rate: Number of recipients who opened your mail
- Click-through rate (CTR): Count who clicked on a link
- Conversion rate: Count who made a desired action (e.g., a purchase)
- Unsubscribes and bounces
- Use A/B testing (subject lines, content, send times) to determine what works best and keep optimizing for better performance.
7. Best Practices for Effective Email Marketing
To have success with email marketing, use these strategies:
- Keep emails brief and visually simple
- Use catchy subject lines that create curiosity
- Steer clear of spammy content (“Buy now!” or “100% free!”)
- Ensure mobile-friendliness—most emails are opened on mobile devices
- Always include an unsubscribe link to be compliant and respectful
About us
Niranjan Enterprises has been arming brands with a range of digital marketing services across various industries. We help you turn clicks into customers for real success in business through our client-specific strategies.
Contact us
2nd Floor, 657, Rangrekha Apartment, Near Kunjir Talim, Sadashiv Peth, Pune 411030.
Email: contact@niranjanenterprises.com
WhatsApp : +91 92205 18202
Sales Enquiry: +91 9112095202
Customer Support: +91 8007733737
