Email marketing is a way of promoting products or services through email. Email marketing is a top digital media channel and is important for customers’ acquisition and retention. Sendpulse offers its own email marketing platform with a free plan. 

In this video, the lecturer covers the role of email marketing and considers the customer journey.

Why email marketing is important

Apart from being a primary source of marketing communication, here are some other benefits email marketing has:

  • It shows a high ROI (return of investment). Email marketing returns $44 per every $1 spent
  • It’s an effective channel to acquire new customers. Email marketing is 40 times more effective for getting new customers than Facebook or Twitter.
  • It’s easily integrated with other communication channels. Use your chance to enlarge your audience blending emails together with your profiles on social media platforms, SMS or web push notifications.
  • It helps your SEO. Create content worth sharing, send it to your subscribers, get backlinked and drive traffic to your website.

To start an email marketing business, you’ll need to know how it works. Here is a quick walkthrough the core concepts of email marketing. 

How to do email marketing

First of all, it brings the above-mentioned benefits with a thoughtful email marketing strategy. To make it work for your business, you’ll need to uncover the list of five hows.

  1. Set your goals
  2. Build a mailing list
  3. Create an email marketing campaign
  4. Write a marketing email
  5. Choose the email frequency

Sendulse helps go through these steps without much hassle.

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How to set your email marketing goals

Make sure you understand why you’re going to be doing your email marketing business. Your goals need to be:

  • Clear — identify the targeted audience and how you can benefit after each campaign.
  • Achievable — account on your budget, resources, time and skills.
  • Timely — set the due date you want to complete your goal.
  • Measurable — specify which KPIs will track the success of your campaign.

How to get lists for email marketing

The moment you got your email marketing goals covered, you need to build a database you’re going to mail. Follow these 4 steps to attract new subscribers easily:

  1. Register in SendPulse. Promote your newsletter through your website. Use subscription forms. Place them on high-traffic areas of your website — in the footer, in the sidebar or at the end of your blog post.
  2. Create subscription forms. Choose between the embedded, pop-up, floating, and fixed signup forms. SendPulse allows you to create all four types of subscription forms shaped to your preferences and needs.
  3. Place subscription forms on high-traffic areas of your website. Decide whether it’s a footer, sidebar or the end of your blog post.
  4. Make it really easy to subscribe. Make sure the user can type in the email address with no sweat and provide a good reason to subscribe — a discount on the first order or free shipping

With SendPulse you can create a subscription form shaped to your preferences and needs with our drop-down form: 

SendPulse subscription form 

To be a GDPR compliant marketer, send confirmation emails asking users to verify their subscription. Provide the users with a clear explanation of what is going to happen after they subscribe, what content they are going to get and how often they are going to hear from you. 

How to create an email marketing campaign

  1. Choose your mailing list. 
  2. Create your email based on the available template or create a new one. 
  3. Check campaign settings and tracking.
  4. Send a test email. 

Check out a more detailed plan for an email marketing campaign on our knowledge base.

Combine the following types of emails in your campaigns:

Triggered emails 

Such emails are automated and base on users’ behavior or their stage in customers’ lifecycle: welcome series, milestone emails, abandoned cart emails, transactional emails and re-engagement emails.

Business-as-usual emails (BAU)

These emails make the main dialogue with your audience. These are promotional emails with special offers, sales, discounts, educational information or announcements.

No matter which type of emails you choose to send, there are some common rules on how to make an email copy your subscribers will open.

How to write a marketing email

While thinking through the content of your email, stick to the following tips:

  1. Create a catchy subject line. Limit it to 20 characters and make sure it makes sense with the preheader. This way your subscribers will fish out as much as possible about your email while just checking their inbox.
  2. Bring in relevant content and personalize. Segment your audience according to their age, location, gender, and preferences to come up with relevant and useful emails in the future. 
  3. Keep it short. On average it takes 11 seconds to read an email, so you want your email to be informative without getting boring. 
  4. Make an actionable CTA button. This button should contain a clear call to action, for example, “Buy now” or “Yes, I want to subscribe”.

How often to send email marketing campaigns

According to statistics, on average companies send 2-4 emails a day. How often should you email your customers? Here’s a list of tips on how to set the email frequency:

  • Cover his question in the subscription form. Provide the users with an option to get your email daily, weekly or monthly. You can do this while users are subscribing to your newsletters.
  • Monitor the number of open rates and unsubscribes. Change the frequency of your emails according to these figures.
  • Study the roots of users’ engagement. Some subscribers might not be interested in promotional emails only. Others, however, are interested in your sales and will ignore your newsletters with best blog posts. Let users specify content preferences and plan the frequency of your emails based on their answers. 
  • Run an A/B test. Send emails to two equal groups of your mailing list at the different time, check the open rate and choose the winning frequency.

How to measure email marketing results

Choose the corresponding KPIs to track if your campaigns have any success:

  • Bounce rate — the number of emails not delivered to subscribers’ inboxes.
  • Open rate — the number of opened emails.
  • Click-through rate — the number of users who opened and clicked the links in the emails.
  • Unsubscribe rate — the number of recipients who clicked the unsubscribe link.
  • Spam complaint rate — the number of users who flagged your emails as spam.
  • Conversion rate — the number of users who performed the desired action: a purchase, a download or a subscription.

How much does email marketing cost

On average, email marketing costs $9-$1000 depending on the platform and your database size.

SendPulse provides its users with a free 15k email plan for a 2.5k mailing list. It allows to use the most popular and beneficial marketing instruments: personalization, segmentation, subscription forms, A/B testing, convenient email editor, resend to unopened and many more. A bigger database of contacts won’t leave you penniless as well — paid plans start from $8. 

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  1. The article "Email Marketing Made Simple: A Step by Step Guide [+ Examples]" on OptinMonster defines email marketing, covers its importance, explains how to get started from scratch.
  2. The article "19 Examples of Brilliant Email Marketing Campaigns [Template]" on HubSpot blog explains what email marketing is and provides examples to follow.
  3. The article "A Beginner’s Guide to Successful Email Marketing" on Neil Patel blog offers useful tips to get started.
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