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How Email Marketing Works

How Email Marketing Works

Email is one of the oldest and best forms of marketing. According to Pew Research, email accounts for 69% of emails received daily. Twenty-two percent of users prefer to use email when communicating with businesses. Almost 40% of them say the reason for this is because email requires less work and enables contextual communications. Email marketing has changed over the years. When you get into it and start browsing around, it can be hard to find clear info. Below I’ve gathered everything I’ve learned and provided a complete guide. It’s not supposed to be exhaustive but enough to give you an idea of how email marketing works.

Have you ever wondered how email marketing works? Below, we’ll get into the basics of email marketing. If you’re already a proficient email marketer, feel free to skip ahead. It can be a bit technical for some readers in this section.

Why Email Marketing Matters

Email marketing is a proven channel for engaging with customers, driving traffic to your site, and creating leads. It’s easy to understand why it’s so popular: it’s cheap, easy to measure the effectiveness of your campaigns, and has a high rate of delivery (99%+ of people read their emails).

But what does that mean for you?

Imagine you’re a salesperson at a company selling products related to food. You have access to all kinds of different types of food-related information: recipes, restaurant reviews, and nutritional facts about different ingredients. When you’re ready to make a sale, how do you choose which piece of information will be most helpful for your customer?

The answer is simple: they’ll choose whatever they can find most easily. For most people this means searching online or looking through their email inbox—and if they don’t see what they need there, chances are they won’t go looking any further.

That’s where email marketing comes in! By sending out targeted emails with just the right message at just the right time (and maybe even including some tasty recipes), you’ll be able to guide your customers towards the purchase without seeming intrusive or pushy.

What is Email Marketing?

Email marketing is a form of marketing that uses email to deliver promotional messages and allow customers to opt in to receive these messages. It’s a great way to reach your audience where they are: on their phones, in their inboxes, and on their terms.

By collecting email addresses from your site visitors and customers, you can build an audience for your business. Your emails will be delivered directly to your subscribers’ inboxes, providing them with information about your products or services.

Email marketing also gives you the opportunity to build relationships with customers over time by sending them personalized emails.

How Does Email Marketing Work?

Email marketing is a powerful tool for businesses. It’s easy to understand, and it’s effective. The goal of email marketing is to build long-lasting relationships with your customers by offering them content that is relevant to them, whether that be an update about a product they’ve purchased or something more general like a product recommendation based on their browsing history.

Here are the basics:

1) You create an email list. This can be done through a variety of ways, including a signup form on your website or by importing addresses from another database (i.e., your customer list). Once you have a list, you need to segment it into groups based on criteria such as location, age, gender and interests. This will help you craft more personalized messages for each group of subscribers!

2) Now that you have identified your target audience, it’s time to decide what kind of message you want to send out! There are many different types of emails—newsletters are great for introducing new products or services; promotional emails can help drive sales by offering discounts and promotions; transactional emails let customers know when their orders have been shipped out; and engagement emails are great ways to keep in contact with clients who may have abandoned their carts without making any purchases yet

Four Key Types of Emails to Send from Your Email Marketing Campaigns

There are four key types of emails to send from your email marketing campaigns, each with a different purpose and audience.

1. Welcome emails: These emails go out when someone signs up for your email list, confirming their subscription and welcoming them to your community. They’re a great opportunity to introduce yourself and offer some value right off the bat.

2. Promotional emails: These are promotional messages that announce new products or services, provide special discounts or deals, or share important news about your company or industry. The goal here is to get people excited about what you have to offer so they’ll visit your site and make purchases.

3: Transactional emails: Transactional emails let subscribers know when something has happened in their account (e.g., they’ve purchased something) or that they need to take action on something (e.g., update their password).

4: Relationship-building emails: Relationship-building emails help you develop relationships with your subscribers by providing useful information that’s relevant to them personally (e.g., tips for improving their health) or professionally (e.g., tips for improving their productivity).

Ways to Optimize Your Email Marketing Strategy

Email marketing is one of the most potent ways to generate leads, sales, and repeat purchases from your customers. It’s also one of the most cost-effective ways to reach new customers.

But what if you’re not getting the results you want? In this article, we’ll explore common email marketing mistakes and how to fix them. We’ll also discuss what steps you can take to optimize your strategy for maximum impact.

1. Not Having a Personalized Email Signature

This is a big one! Don’t just use a generic email signature that says things like “Sincerely” or “Kindly,” because those messages will come across as impersonal and cold. Instead, try using a personalized signature that includes the recipient’s name (and maybe even a GIF). This way, people will know that their emails are important enough for you to remember them by name!

2. Not Using Images in Your Emails

Images have been shown to increase click-through rates by 50% or more (depending on what kind of image it is). So make sure you’re including images in all of your emails! If you don’t have access to any decent graphic design software, sites like Canva or Fiverr let you pay someone else less than $5 per image so.

Key Email Marketing Metrics to Track and Measure

Email marketing is a powerful way to connect with your customers, but it’s also a lot of work. You need to know what’s working and what isn’t in order to make sure that each email campaign is as effective as possible.

Here are some key metrics to track and measure when you’re running an email marketing campaign:

Open Rate: This tells you how many people opened your email. It’s important because it shows how many people actually see the content in your emails, which can tell you whether or not they’re engaging with them.

Click-Through Rate: This tells you how many people clicked on a link in an email. It’s important because it shows what kinds of content are resonating with readers—and which aren’t getting their attention.

Conversion Rate: This tells you how many people took action after clicking on something in an email, like signing up for a newsletter or buying something from your store. It’s important because it shows which links are most successful at getting people to do what you want them to do (which may involve taking action), so you can focus on those kinds of links in future campaigns.

Email marketing vocabulary

Email marketing vocabulary can be a bit confusing. Here’s a breakdown of some of the most common terms you’ll hear:

– Catch email – An email that you send to your subscribers, but is not included in their regular email newsletter. These are usually used for special offers or promotions.

– Content – The text, images, and multimedia that appears in an email. This is where you want to focus your creativity! It’s what will make people want to click on links and open your emails.

– CTA (call-to-action) – The button or link at the end of an email that tells readers what they should do next. This might be something like “sign up now” or “buy now”.

– Enewsletter – A newsletter that is sent out regularly by an organization (like once a week) and includes all kinds of helpful information about their products/services/etc., along with some promotional offers for their latest products/services/etc.


When email marketing began, marketers had a limited number of options. They could run a campaign via email or they could do nothing. Now things are very different. Email marketers have a host of tools and platforms at their disposal, allowing them to unify their messaging across multiple channels and develop a more targeted approach to marketing. At the same time as things have become more complex, the rules for running an effective campaign have become simpler. Today’s email marketers need to remember only two simple things: be relevant and be useful.

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