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How To Do Email Marketing In 2025

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Email marketing is far from obsolete–it’s one of the most powerful digital marketing channels today.

Despite the rise of social media and SEO, email continues to deliver exceptional ROI, with $42 earned for every dollar spent.

Email’s ability to directly reach and engage your audience makes it so effective. But to unlock its full potential for your business, you need to know how to use it strategically.

In this guide, you’ll learn what email marketing is and how it works, why it is important for all businesses, how to get started right away, as well as discover the essential email types, examples, and email regulations.

What is Email Marketing?

Email marketing is a powerful tool for informing, educating, and persuading your audience to take action. It includes newsletters, promotional emails, transactional messages, and company announcements.

With the integration of AI into their campaigns, brands can now better convert prospects into loyal customers, enhancing engagement and driving results.

Whether you run a small business, an online store, or a large enterprise, the key to success lies in understanding your audience’s preferences and crafting impactful campaigns tailored to them.

Remember, email marketing requires user consent. Treating your presence in their inbox respectfully is essential—overstepping boundaries or assuming your emails deserve special attention can backfire.

How Does Email Marketing Work?

Email marketing is a highly effective digital strategy that’s easy to learn and automate, making it accessible for beginners to quickly master and achieve success.

Specifically, email marketing involves three essential components:

An email list

An email list is essential for launching email marketing campaigns. This database consists of individuals who have willingly opted in to receive updates and promotions from your brand.

To ensure the success of your campaigns, it’s equally important to keep your list active and engaged.

There are various ways for you to build your email list. One of the most effective ways is to provide an incentive your target audience will be interested in. In return, they will provide you with their email address.

These incentives are called lead magnets, and they usually are:

An Email Service Provider (ESP)

An ESP is software that helps you create, send, and manage email campaigns effectively.

It offers tools to segment your audience, personalize content, and analyze performance, making engaging with subscribers and achieving your marketing goals easier.

With an ESP, you can also set up automated email campaigns triggered by your audience’s behavior, ensuring timely and relevant interactions.

For example, you can create a special offer reminder when someone browses a specific page on your website and doesn’t make a purchase.

This way, almost every interaction can be personalized, thus achieving higher engagement and conversion rates.

Lastly, modern ESPs can integrate with other marketing tools you use, such as CRMs and eCommerce platforms, so that you can streamline your processes.

A specific goal

The final element is, of course, a clearly defined business objective. Without it, you risk sending marketing messages that your audience will ignore.

To give you some examples, email marketing can be used to:

Having a clear goal before crafting your email marketing campaigns ensures you are on the right path to success.

Benefits of Email Marketing

In today’s competitive marketing arena, standing out requires smart strategies. With email marketing, you can become a gladiator, ready to conquer challenges and build a thriving business.

Here are the top benefits of email marketing and why it’s a must-have in any successful digital strategy.

It has measurable results

Email is a highly effective tool for turning leads into customers, often surpassing the conversion potential of social media platforms. Its direct and personalized approach makes it essential to any successful marketing strategy.

Moreover, people consider email a more trustworthy and professional channel. And with the right elements, like user reviews and testimonials, a single campaign can become a significant conversion asset.

Finally, let’s not forget that emails are measurable regarding open rates, click-through rates, conversions, bounces, and more.

To monitor your performance, you need a robust email marketing automation platform to equip you with advanced reporting tools.

The platform gives you access to real-time reporting and analytics to monitor your email performance and optimize your conversion rate.

This way, you will always know how your messages perform!

It’s one of the best communication channels

According to Optinmonster, 99% of consumers check their emails every day. That’s an insanely high percentage.

Also, 72% of people prefer to receive promotional content through emails. Unlike social media or TV ads, email is a more professional channel to receive information about products and services.

Not only that, but technology has enabled email marketers to deliver more personalized content through email marketing automation.

It offers increased audience reach

Email is an integral part of our daily online lives, with Statista projecting global email users to reach 4.89 billion by 2027.

This shouldn’t come as a surprise—nearly everyone online has an email address, using it to send and receive countless messages daily.

This makes it one of the most cost-effective marketing channels for businesses of all sizes.

Its success lies in delivering personalized, relevant messages directly to the right audience, achieving results that other channels like social media or SEO often struggle to match.

It’s a permission-based channel

Email marketing relies on customers willingly sharing their email addresses and expressing interest in your brand.

By obtaining permission to send your messages rather than relying on random ads, you significantly increase the likelihood of engagement and conversions.

Additionally, allowing recipients to unsubscribe ensures your email list remains healthy and engaged, helping you optimize your marketing efforts and budget.

You have an engaged contact list

Last but not least, with emails, you are the owner of your list.

This is a significant advantage, as you’re not reliant on third parties and face no risk of losing this vital asset. Every new subscriber added to your list gives you a direct line of communication with your audience.

Unlike social media platforms, where accounts and leads can vanish without notice, email ensures you retain control over your reach and engagement. Building and maintaining an email list is a long-term investment that continues to benefit your business.

Further reading: Learn why buying email lists is a bad idea and how it can harm your email marketing strategy.

Essential Types of Email Marketing Campaigns

Diversifying your email marketing campaigns ensures a more engaging and satisfying experience for your subscribers.

Here’s a breakdown of key email types to incorporate into your strategy:

1. Transactional emails

These emails are automated messages sent in response to your audience’s actions. These emails are essential for delivering crucial information and enhancing the customer experience.

Popular transactional campaigns include:

These emails often have high engagement rates since recipients anticipate them, making them a valuable touchpoint for the customer journey.

2. Promotional campaigns

Promotional emails showcase your offers, events, and products, creating excitement and encouraging your audience to act. They can help you drive sales and increase brand visibility.

3. Abandoned cart emails

Cart abandonment messages help recover lost sales by targeting customers who added items to their shopping cart but didn’t complete their purchase. They remind customers about their unfinished journey and encourage them to return.

Cart abandonment emails have impressive engagement rates, with high open and click-through rates, and nearly half of those who engage ultimately complete their purchase.

4. Lead nurturing emails

Lead nurturing emails are crafted to guide potential customers along the buying journey by addressing their needs and providing value at every stage. These emails build trust and move leads closer to conversion.

These emails strengthen relationships with prospects and position your brand as the right choice when they’re ready to buy.

5. Re-engagement messages

Re-engagement emails aim to reconnect with inactive subscribers or customers who haven’t interacted with your brand in a while. They rekindle interest and remind recipients of your value.

This email category usually includes:

Re-engagement emails are crucial in maintaining a healthy sender reputation by targeting inactive subscribers.

By encouraging them to engage or cleaning your list of unresponsive contacts, you reduce bounce rates and spam complaints, ensuring better deliverability and email performance.

6. Upsell and cross-sell emails

These marketing campaigns focus on increasing customer lifetime value (CLV) by encouraging additional purchases. They cater to existing customers by offering complementary or upgraded options.

Upsell and cross-sell emails help businesses capitalize on existing customer relationships, driving additional revenue through targeted recommendations.

7. Customer relationship-building emails

This email type aims to nurture deeper connections with your audience, foster loyalty, and turn customers into brand advocates. They prioritize the relationship over immediate sales.

Step #1. Select an Email Marketing Platform

The first step is choosing a top-notch email marketing service to equip you with the right tools. I know well that it might feel a little tiring to browse through endless email marketing services.

Especially when they all look the same at first glance; however, there are two key factors you need to consider to make your life a little easier:

Email marketing platform cost

The cost is key when you’re starting. Many platforms offer a free email plan or free trial of their features.

If you are on a tight budget, we highly recommend using it to fully test the features. On the plus side, a free plan/trial is perfect for helping you make a data-driven decision when the time for a paid plan comes.

Tip: A free plan/trial is great to help you start. As your list grows, you’ll need a tool to help you scale your business without breaking the bank.

Regarding the available pricing models, email marketing services tend to charge by email volume or the number of subscribers. The first model is more suitable for businesses who want to send a certain number of monthly email campaigns.

The second pricing model is a better fit for most businesses as it doesn’t restrict the number of emails you can send while pricing scales with your business growth.

Email marketing software essential features

Another critical factor you need to consider is the features your email marketing tool gives you.

Whether you go for a free plan/trial or choose one of the best email marketing services on the market, you should never compromise with something that gives you less than you need.

Step #2. Grow Your Email List

You’ve chosen the platform that best suits your needs. Now the time has come to do the second most crucial step, email list building.

There is one thing, however, that you need to keep in mind. You always need to get permission from your audience before you start emailing them. Therefore, it’s essential to have a clear purpose when requesting an email address.

There are numerous ways to approach growing your list. Let’s break them down.

Add an opt-in form to your website

A simple opt-in form on your website is probably the first thing you should do. Most ESPs on the market now let you create subscription forms that you can easily embed into your website.

Use lead magnets & content upgrades

To maximize your efforts of attracting more people, you need to offer something valuable for free. As we mentioned before, this is called a lead magnet.

Lead magnets are mostly digital materials such as PDFs, videos, etc., costing little or nothing to create. They can be practically anything as long as the audience can use them immediately.

Step #3. Segment Your Email List

Segmenting your audience into groups with similar interests is one of the best email list management practices. Why? Because without proper segmentation, your email efforts will be ineffective.

Creating targeted groups enables you to create tailored content that will address your customers’ pain points and provide them with unique solutions.

Step #4. Create Your First Email Campaign

Now, it’s time to create a successful email marketing campaign without breaking a sweat. Let’s see how to do it.

Choose the right campaign type

There are various types of email campaigns that you can send to your subscribers. The type you’ll choose depends on the overall goal you have.

If you want to promote a new product, it would be wise to go for a regular campaign you can easily create.

For bloggers, setting up an RSS campaign would help promote your blog posts and boost your content marketing efforts through email.

As for A/B test campaigns, these allow you to send two variations of the same email to different segments of your email list and see which one works best.

Design your email marketing campaign

After choosing the appropriate campaign type, it’s time for your email newsletter design.

To get the best results out of each campaign, there are some fundamentals that you need to be aware of:

First of all, your campaign has to be structured in a way that promotes readability. A difficult-to-read or dull campaign will end up in the spam folder.

To avoid it, entice your subscribers to read your content and guide them strategically to your email CTA.

As you can see above, you need:

All of the above are essential to ensure a high click-through rate and more conversions.

Generally, you don’t want to clutter your email with too much text or information. Adding visuals will help you avoid walls of text and make your email unique and memorable.

Moreover, when it comes to your email copy, try to keep it short, on-point, and relevant to your subject line.

Also, don’t forget that personalization is crucial if you want engaged subscribers. So, try adding their name in the subject line to personalize your email or use advanced segmentation.

Finally, your CTAs should be as clear as possible. Be sure to use consistent colors and avoid adding too many; otherwise, your subscriber will get distracted.

Also, don’t forget that personalization is crucial if you want engaged subscribers. So, try adding their name in the subject line to personalize your email or use advanced segmentation.

Finally, your CTAs should be as clear as possible. Be sure to use consistent colors and avoid adding too many; otherwise, your subscriber will get distracted.

Send your campaign to your subscribers

Your campaign is now ready to reach your subscribers. But first, you need to choose the segment of your email list that will receive your email.

As we’ve said before, relevance is vital, so you don’t want to “annoy” all your subscribers unless necessary based on your goals.

Next, you need to ensure the email deliverability of your campaign. Weak content, bad designs, and unresponsive email templates negatively impact your deliverability.

We know this isn’t what you wanted to see, but according to some of the best email marketing practices, they might report you as spam if you don’t give your uninterested subscribers a way out. This will inevitably harm your sender score.

Also, remember that many people will read your emails on a mobile device, so your campaign needs to be mobile-friendly.

After you’ve done all these, you shouldn’t forget to run a spam test using an email tester tool to check whether your email lands in the inbox of popular email clients like Gmail, Outlook, and Yahoo.

And, finally, you have to schedule your delivery. You may want to send it immediately or schedule it for a specific time to ensure maximum impact.

Advanced email marketing tip for beginners: There is always the chance that some people will not open your email campaign. You can enable automated resending to non-openers. This can be valuable since you may double your open rate with minimal effort!

Step #5. Leverage Email Marketing Automation

If you’re just starting, it’s possible to send and reply to every one of your subscribers. However, as your list grows and your campaigns become more complex, sending hundreds of emails manually will be impossible.

This is where marketing automation comes into play. Using autoresponders, you can send automated emails to segments of your list after a specific event happens.

For instance, when someone signs up for your newsletter or leaves products in their shopping cart.

Step #6. Measure Your Performance & Optimize

Now, it’s time to take things to the next level.

To get the most out of your email campaigns, you need to track their performance and identify areas that can be improved.

Almost every email service provider offers complimentary reporting and analytics, which you can find in the Reports tab of your email marketing tool.

Some of the metrics you’ll encounter are the following:

The three key metrics you should focus on as you start should be your open rate, click-through rate, and unsubscribes.

What reporting tells you about your campaigns

First, your open rate illustrates the relationship you have formed with your subscribers.

Ideally, they should be able to open your emails and read them quickly. If the open rate is low, your subscribers are likely unengaged.

You can provide more value to them and meet their expectations. Also, the usual suspect for low open rates is usually a Spammy subject line.

So, why not add your subscriber’s name to make it more engaging? Also, running A/B tests can help you find what makes your audience open your campaigns

Moreover, your click-through rate (CTR) shows how many people clicked on a link in your email. If this is low, your mail isn’t targeted enough, or your copy isn’t as compelling as it should be.

To tackle this, consider improving your copy and using A/B Testing for CTA placement. You can take a step further and examine what happened after people clicked a link and landed on your website, which you can do by integrating Google Analytics with your platform.

Finally, unsubscribes are very common and, I’d say, unavoidable. High unsubscribe rates, though, indicate that you’re losing potential customers.

If that’s the case, you need to figure out why they are leaving and act.

Think of the following: Did I deliver upon the promises I gave? Are autoresponders sending the correct targeted message? Am I sending too many sales emails instead of providing value first?

Whatever the case, the takeaway is that you need to pay close attention to what the data shows and act.

Important Email Regulations 

Speaking of data, did you know that staying compliant isn’t just a legal necessity but the foundation for building trust with your audience?

Email regulations are designed to protect recipients from spam, ensure transparency, and maintain ethical marketing practices. Non-compliance can lead to penalties, tarnished sender reputations, and even legal action.

Understanding and adhering to them ensures your campaigns reach inboxes and resonate with recipients in a way that creates long-term relationships.

Here’s what you need to know about key email regulations and how to comply with them effectively.

General Data Protection Regulation (GDPR)

GDPR applies to businesses targeting EU residents and emphasizes the importance of explicit consent in email marketing.

Under this regulation:

How to Stay Compliant

Now that you know the major email regulations let’s see a few email marketing best practices to ensure your efforts are transparent and respectful.

By focusing on consent, transparency, and subscriber autonomy, your campaigns will remain compliant and strengthen audience loyalty and engagement.

Take Your First Email Marketing Step

If you have been ignoring email marketing, it’s time to get your hands on it!

To succeed, always ask for permission, deliver upon your audience’s expectations, and send targeted messages to the right people at the right time. Once you master this, you’ll have better results than ever

Get More Info: eMail Marketing Services

 

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