Email marketing is the practice of sending useful, timely messages to people who’ve asked to hear from you—via their inbox. Done well, it helps you build relationships, drive sales, and keep your brand top-of-mind without relying on algorithms you can’t control.
Think of it as a direct line between you and your audience. Unlike social posts that disappear in a feed, emails land in a place people check every day.
Why email still matters
Owned audience: You’re not renting space from a social platform—you control your list.
High ROI: Email consistently ranks among the most cost-effective channels because sending to thousands often costs little more than sending to hundreds.
Personalization: You can tailor content by interests, behavior, or lifecycle stage (new subscriber vs. loyal customer).
Measurable: You see opens, clicks, and conversions—so you can keep improving.
How email marketing works (in simple steps)
Choose an Email Service Provider (ESP).
Tools like Mailchimp, Brevo, Klaviyo, ConvertKit, or HubSpot help you collect subscribers, design emails, and send at scale.
Build your list—ethically.
Use signup forms, lead magnets (e.g., a guide, discount, or webinar), and checkout opt-ins. Always get permission.
Plan your content.
Decide what you’ll send and how often. Start with a welcome series and a simple monthly newsletter.
Design and write.
Keep layouts clean, mobile-friendly, and accessible. Write clear subject lines and one primary call-to-action (CTA) per email.
Send, measure, iterate.
Track open rate, click-through rate, and conversions. Test subject lines, send times, and content to learn what works.
Common email types
Welcome series: A short automated sequence introducing your brand to new subscribers.
Newsletters: Regular updates, articles, tips, or curated links.
Promotional emails: Sales, launches, coupons, seasonal campaigns.
Lifecycle emails: Automated messages triggered by behavior (abandoned cart, product viewed, trial ending).
Transactional emails: Order confirmations, shipping updates, receipts (not “marketing,” but great trust-builders).
What should you send?
Focus on value. Before hitting send, ask: Why will this help the reader today? Great emails typically include:
A clear purpose (educate, inspire, or help them choose).
Useful content (how-tos, case studies, stories, offers).
A single main CTA (read the post, claim the offer, book a demo).
Example structure (newsletter):
Subject: “3 quick tips to optimize your morning routine”
Hook: 1–2 sentences summing up the value
Body: 3 bite-size tips (scan-friendly)
CTA: “Read the full guide”
P.S.: Optional personal note or upcoming event
List growth basics
Lead magnet: Offer something specific and relevant (e.g., “Free 7-day workout plan” beats “Subscribe for updates”).
On-site forms: Put them where intent is highest (blog posts, footer, exit intent). Keep fields minimal.
Social & content: Promote your lead magnet on social, YouTube, podcasts, and webinars.
In-person: Collect emails at events—just make consent clear.
Key metrics (and simple targets)
Open rate: Percent of recipients who opened. Indicates subject line + audience fit. (Tracking can vary; treat it as a directional signal.)
Click-through rate (CTR): Percent who clicked a link. Measures content relevance and clarity.
Conversion rate: Percent who completed your goal (purchase, signup, demo). The ultimate measure of success.
Unsubscribe rate & spam complaints: Keep these low by sending valuable, expected content at a sensible frequency.
Tip: Track trends over time rather than fixating on one send.
Best practices to keep you out of the spam folder
Get permission. Never buy lists. Use double opt-in if deliverability is a concern.
Set expectations. Tell people what you’ll send and how often—then stick to it.
Segment your list. Send different content to different groups (e.g., subscribers vs. customers).
Personalize thoughtfully. Use names sparingly and tailor content to interests or behaviors.
Keep it skimmable. Short paragraphs, sub-heads, bullets, and a clear CTA.
Optimize for mobile. Most opens happen on phones—use large fonts and tappable buttons.
Clean your list. Remove or re-engage inactive subscribers to improve deliverability.
Mind compliance. Include your business address, a visible unsubscribe link, and follow local laws (e.g., CAN-SPAM, GDPR).
A simple welcome series (copy-ready outline)
Email 1 — “Welcome & here’s your thing” (immediately):
Thank them for subscribing, deliver the lead magnet or discount, set expectations, and offer one clear next step.
Email 2 — “Your quick wins” (Day 2–3):
Share 3–5 practical tips or a short guide. Invite replies with a question (“What’s your biggest challenge?”) to learn about your audience.
Email 3 — “Social proof + soft offer” (Day 5–7):
Share a brief case study or testimonial and a low-friction CTA (read more, book a call, or browse best-sellers).
Common mistakes to avoid
Too many CTAs. One main action wins.
Inconsistent cadence. Going dark for months, then blasting daily, trains people to ignore you.
Overdesigning. Heavy images and complex layouts can hurt deliverability and readability.
Talking about yourself too much. Frame benefits around the reader’s problem.
Quick launch checklist
ESP account set up with domain authentication (SPF/DKIM)
Branded, mobile-friendly email template
Lead magnet + signup forms placed on high-traffic pages
Welcome series (3 emails) turned on
Monthly newsletter plan (topics for the next 3 months)
Basic segments: new subscribers, customers, inactive (90+ days)
Clear, single CTA for each email
Analytics dashboard tracking opens, clicks, conversions
Final thought
Email marketing works when it respects attention and delivers value. Start small: grow an opt-in list, send a helpful welcome series, and publish a simple monthly newsletter. Measure, learn, and iterate. The inbox is still one of the best places to build real relationships at scale.
Want me to tailor this for your industry and audience (with subject lines and a sample welcome series)? Tell me who you’re trying to reach and your offer.