What is Email Marketing? [An Expert Guide for Beginners]

Email is one of the oldest and biggest digital communication channels, with a user base of

over 4.3 billion people. It is also the most effective marketing channel, with an ROI of $36 for every dollar spent. As if that’s not enough, email marketing is 40 times more effective at customer acquisition than Facebook and Twitter put together The first email in the world was sent by Ray Tomlinson in 1971. In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk sent the first commercial email to a list of 400 addresses announcing a new product. This email was so successful that it brought about $13 million in sales.

What is Email Marketing?

Email marketing is a form of digital marketing that refers to the use of email to attract, engage, and communicate with potential and existing customers. 

It can be a promotional tool to inform email subscribers of new products, discounts, and other services. It can also be used for educational purposes to inform subscribers about your business’ value or benefits.

Benefits of Email Marketing

There are so many advantages to using email marketing. Here are a few that set email apart from all other channels. 

1. Direct audience access 

With email, you can communicate directly with subscribers in their inboxes. When you send out messages, you are sure that they are reaching the intended recipients compared to social media, where you create posts and hope that your audience sees them. 

2. Email provides more control

Email is the most stable marketing channel. It gives you control over your audience and how you reach them. Other channels like SEO and social media are outside of your control, where a single algorithm update can affect your whole strategy. 

3. Better personalization

One of the key strengths of email marketing is its ability to deliver personalized and targeted content. Emails can be customized to address the needs and interests of individual recipients, enhancing the relevance of the message. This personalization can range from simple techniques like including the recipient’s name in the email to more complex strategies like segmenting your audience based on their behaviors or preferences. Research shows segmented and personalized campaigns increase revenue.

4. Measurable success

Another significant benefit of email marketing is its measurability. With various tools and software available, businesses can track the performance of their email campaigns with metrics like open rates, click-through rates, and conversion rates. These insights allow for data-driven decisions to optimize future campaigns and strategies.

5. Cost-Effective and High ROI

Compared to other forms of digital marketing, it requires a relatively low investment. Businesses can reach a large number of consumers at a rate of nearly nothing per message. This affordability is especially beneficial for small to medium-sized businesses. Moreover, email marketing offers an impressive return on investment (ROI).

How Does Email Marketing Work?

Email marketing is an indispensable tool in the digital marketing toolbox, but how does it actually work? To understand this, we need to look at the three essential elements of an effective email marketing campaign: the email list, an email service provider (ESP), and clear goals.

1. Email list: the foundation

The backbone of any email marketing campaign is the email list—a database of subscribers who have consented to receive your emails. The key here is to have an active, engaged list. Building such a list isn’t just about accumulating email addresses; it’s about attracting the right kind of subscribers who are genuinely interested in what you have to offer.

How to build an email list:

• Offer Value: Create something that your target audience finds valuable, like a free ebook or a webinar, and offer it in exchange for their email addresses.
• Opt-In Website Pop-Ups: Utilize pop-up forms on your website, giving visitors a convenient opportunity to subscribe to your list.
• Facebook Ads: Leverage ads to generate leads that direct users to your landing pages with opt-in forms.

2. Email service provider: the engine

An Email Service Provider (ESP) is any specialized tool that is meant to streamline and enhance your email marketing efforts. An ESP, or email marketing platform, is your campaign’s engine. It helps with:

• List Management: It’s like a digital address book with enhanced features that helps you organize, segment, and maintain your subscriber list efficiently.
• Design and Automation: ESPs offer user-friendly interfaces and templates, making it easy to create professional emails. Plus, they automate repetitive tasks like sending welcome emails to new subscribers.
• Analytics and Improvement: They provide valuable insights, like open rates and click-through rates, helping you understand the performance of your emails and refine your strategies.

3. Clear goals: the direction

What do you want to achieve with your email marketing campaign? Is it driving sales, boosting brand awareness, generating and nurturing leads, keeping customers engaged, or increasing customer loyalty and lifetime value? Your goals will dictate the content and structure of your emails.

4. Bringing it all together

When these elements align, you’re well on your way to executing a successful email marketing campaign. With your list ready and ESP at hand, segment your subscribers for targeted communication. Craft emails that align with your objectives, and let your ESP do the heavy lifting in sending and monitoring these emails. 

This systematic approach ensures your email marketing campaign is not just a shot in the dark but a strategic effort toward measurable goals.