Email Marketing 101: Unrivaled Guide For Beginners

Email marketing defines the sending of emails to a database of contacts, such as your potential customers or prospects. It is considered a digital communication strategy and falls within the actions of direct marketing.

Email marketing or emailing focuses on sending a message to acquire new customers, develop relationships with current ones, create loyalty, interact with contacts, increase sales, generate trust towards a service or product, confirm a purchase order, among other objectives.

What is Email Marketing?

Email Marketing is a communication technique with the user in which email is used to attract potential customers.

It is a direct channel with the user that allows the content to be adapted to each consumer and thus achieve a higher return on investment. Superior segmentation is essential in an Email Marketing strategy. It is useless to send information in bulk to a user who is not interested in our content.

This strategy is direct, but not invasive, since the user has agreed to receive the email. In addition, we have a large number of tools to measure the results of the campaign.

Although email marketing is traditionally thought of as a conversion-oriented channel, in reality, this tool can fulfill many functions and adapt to a multitude of situations. These are just some examples:

  • Capture emails, to attract new customers to our brand (similar to “cold door” strategies).
  • Newsletters or informative bulletins to maintain the user’s contact with the brand and communicate the news (changes in policies, product launches …).
  • Administrative emails, for example, to send the user downloadable content or thank them for subscribing.
  • Loyalty emails, in which we seek to generate repeat purchases.
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Email Marketing Stats

We can talk about the benefits and wonders of email marketing, but advertisers and marketing managers want to hear about metrics and numbers.   

It is interesting to see the results of the ADigital Research report on the use and perception of email marketing for 2015.  

  • Accessing the internet has become a daily activity, 100% of those surveyed claim to connect daily, as a result of the high penetration of mobile devices. Men between 35 and 44 years old are somewhat more active, but there are hardly any differences by sex and age.
  • 80% of users check their email several times a day and on social networks. Next are the consumption of multimedia content, instant messaging services, and the consumption of news media.
  • Gmail, with 74%, is the email service provider preferred by users, but Hotmail is the most used to subscribe to email marketing content. 
  • Internet users have a fairly positive perception in general about email marketing, especially when it comes to product offers. The negative aspect would be a large number of emails received.
  • Consumers establish the optimal frequency of receiving emails at 1 a week, and it may be a maximum of 3 depending on the case. 
  • The mail must be direct, simple, and frank, have a short and clear subject and the presence of the terms “offer” and “promotion” can favor the opening. 
  • The contents of travel, hotel, and tourism offers are the ones that most favor the subscription to bulletins or newsletters.

Other sources also give us these good numbers:

  • The email marketing channel continues to have a high ROI (return on investment) since on average it returns $ 38 for every dollar invested.  
  • 48% of mail openings are made from smartphones.
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Why is email marketing important and what is it for?

Today, there are endless communication channels that you can incorporate into your digital marketing strategy, and which will give you favorable results for your company or a small business, and one of them is email marketing.

From order confirmations to newsletters, emails are an essential aspect of growing and managing your business.

It has established itself as an important means of communication, which also creates a meaningful and fast bond with the user or potential client.

In addition, for your current clients, it can be a strategy that will help add value to your company by creating a much closer and personal communication with them.

Today it is almost impossible to have a business without having to utilize emails!

This post is for you if within your marketing strategy you still haven’t implemented this online tool.

In this Unrivaled guide, I explain everything there is to know about email marketing in a simple way.. What are your goals, where to start, the different types of emails to send, and the different things to consider.

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Why use email marketing in your marketing strategy?

Email is not new. On the contrary, it is one of the first digital media to appear. But far from being obsolete, email marketing is still relevant. Due to its high accessibility, it can reach a variety of audiences.

The messages you send are sent directly to the mailbox of your audience, which allows you to be present in the daily life of each one of them.

Therefore, email is involved in every stage of the customer relationship: lead nurturing, prospecting, conversion, but also in the generation of loyalty.

Email marketing can help you achieve 3 categories of goals:

  • Notoriety (make your business known)
  • Image (positioning yourself as an expert)
  • Action (promote products and services)

One of the main benefits of email marketing is its scalability. This refers to the fact that emails can be deployed on a large scale to a large number of recipients.

In addition to helping you with your effective marketing goals, these are the main aspects of email marketing:

Convert 3 times more than social networks

When used properly, the conversion of an emailing campaign is much higher than in social networks, which is why it is one of the favorite tools of marketers.

It is considered one of the most profitable channels in online marketing, but it is necessary to have a clear, concise content strategy that adds value.


The mass mailing is also an opportunity to speak directly to your audience, making a connection that gives a sense of distinction and preference to the recipient. It is essential to have positive opening percentages.

Increase cross-sell or promote upselling

It could be that the receiver is already one of your customers, however, they do not know the full range of products or services you offer.

For example, you can send a newsletter to suggest other products you have, promote a product update, or include add-ons, if applicable.


Email allows you to reach a wide range of different audiences, including those who are not necessarily comfortable with using the Internet. This makes it the most conventional form of marketing.

On top of that, email marketing creates an opportunity to build lasting relationships with your potential clients and potential customers.

Keeps you on the mind of your consumers

Most of the time a prospective customer does not use a product or service again, it is because they have forgotten that it exists.

This tool prevents this from happening by building a flow of reminders so that, when the customer is willing to buy a product or service similar to the one you offer, your company is their first option.


If you have news or promotions to promote sales during certain times of the year, emails are an excellent channel to make them known instantly and when they need it.

Keep in mind that when you use personalized information according to the profile of your client, your closing percentage (conversion) will be even higher.

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The 4 fundamentals of email marketing that you should keep in mind 

1) SMART objectives and a contact strategy

It’s worth going back to the basics for setting SMART goals. Email marketing is one of the techniques that marketers use when they need to get out of trouble and to increase sales and conversions.

But as the saying goes, the one who goes faster does not arrive first, but the one who knows where he is going. And marketers must take their time to establish the objectives of each email. This is when the SMART technique comes in:

  • Specific
  • Measurable
  • Achievable (achievable)
  • Realistic
  • Timed (time)

The SMART objectives will allow you to define clear KPIs,  the contact strategies for each campaign or scheduled email, and the frequency with which emails are sent to subscribers or contact bases and in response to what events.

2) The 3 Vs to get records via email

There are many techniques to grow your subscriber base and you must make the most of your media and get contact emails thanks to new registrations.

Keep the 3Vs in mind for this.

  • Visibility. It’s pretty obvious, but make sure the subscription method and CTAs are obvious. Some potential locations are the home page, on product or destination pages, on social media profiles, on transaction confirmation pages, in transactional emails, among other places.
  • Value. Why should anyone subscribe? List the benefits in the email you send.
  • Speed. It makes email registration a quick act. Put a simple form where the person leaves their email and with a single click on a button, you will be given the quick answer to what the consumer wants. Do not first put a button that takes you to another landing, where the subscription is made, but you complicate the process and you can lose potential contacts along the way.

3) Identify the correct metrics

If you have clear goals, then they should reveal the right metrics to track. 

Email marketing metrics can be divided into two types: process and results.

A few of each type:

  • Process metrics. These types of give trend indicators over time, but by themselves, they do not necessarily indicate that the campaign has been successful. Some examples are:
    • Accepted rate. The percentage of emails delivered to the number of emails sent.
    • Bounce rate. The percentage of emails not delivered.
    • Open rate. The percentage of open emails.
    • Click-through rate (CTR).  The percentage of recipients who have clicked on any of the links in the email.
    • Click-to-open rate (CTOR).  It is the percentage of recipients who have clicked on any of the links contained in the email divided by the number of open emails, and the result is multiplied by 100. Thus, the quality of the content and the level of engagement can be evaluated.
  • Results metrics. They measure the objectives of a company or brand and are a better indicator of the success of an email marketing campaign. Some examples are:
    • New subscribers or registration fee.
    • Conversion rate. The percentage of recipients who sign up based on the purpose of the email.
    • Value of an email address. The average lifespan of an email. This KPI is used to determine how much money you are willing to invest in obtaining a new customer.
    • Cost per acquisition. The average amount required to acquire a record or customer.
    • Return by email. The amount of income obtained during a campaign is divided by the number of emails delivered opened or clicked.
    • Return per customer. The average or median of revenue generated across all contact base members or converts.
    • Average order value.
    • Lifetime value. The money that a subscriber spends with you during their lifetime in your contact base.

4) The 3 Vs of unsubscribing

The 3 Vs not only apply to the acquisition of registrations but also the processes of unsubscribing or unsubscribing.

  • Visibility. Don’t put it in lowercase font. Make the option look good so recipients can easily unsubscribe.
  • Value. Provides unsubscribers with an easy-to-use preferences process. This will allow recipients to change their registration address, alter the frequency of mailing or content preferences. This allows them to update their data quickly. You can also offer to contact them by other means, such as by SMS or direct mail.
  • Speed. Again, it should be quick to unsubscribe. Optimized for mobile, no need to log in and no waiting two weeks.
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Email retargeting or email remarketing

Email retargeting is based on recording the behavior of your users through cookies to offer email campaigns tailored to your needs.  

These are the basic steps of an email retargeting plan :  

  • 1)  A user visits your website and fills in the form to subscribe to your mailing list.
  • 2)  Their name and contact details are automatically added to your email marketing services.
  • 3) You create a series of personalized emails to convert the interested user into a customer.
  • 4) You send a first introductory email and measure the responses: has the user opened the email? Have you clicked on any of the links? Have you visited the page?
  • 5)  Depending on the results of step 4, you can now create personalized emails for any situation and continue to interact with your potential customer every step of the way to conversion.
  • 6)  Based on the following interactions, you can classify users into categories to offer them a specially tailored email series.
  • 7)  Step by step and email to email, users consume your content until they are ready to become customers.

From this generic process, the possibilities are practically endless. Here are seven ideas to personalize your email retargeting campaigns and make your email marketing truly effective:  

  • 1)  Customize your campaigns based on searches made by the user on Google and other search engines.
  • 2)  Personalization based on the products they have seen, the actions they have taken, or those they have left halfway through (for example, abandoning a shopping cart).
  • 3)  Create differentiated campaigns according to the channel through which users have reached your website.
  • 4)  Target specifically users who are active and interact with your emails, perhaps to offer them some kind of reward or special offer.
  • 5)  Target users who have visited a site affiliated with yours and that is focused on similar topics.
  • 6)  Create a specific campaign for individuals who have interacted with your brand’s online games and applications.
  • 7)  Focus on users who consume similar content as your brand’s clients.
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Email Marketing: How To Connect With Your Agency

1) Provides value

Nobody (or almost nobody) gives something for nothing. When a user subscribes to your mailing list, they expect to get a reward that is valuable to them: the answer to a question, the solution to a problem, information, or even just entertainment.

The more value you bring to your subscribers, the more they will trust you, and the more likely they will want to do something for you … like buy your products.

So when designing the content of your emails, ask yourself a simple question: how can you add value to your audience of email marketing? To get off to a good start, you can offer guides, ebooks, or other valuable content as an incentive to subscribe to your mailing list. 

2) Segment and personalize

Sending the wrong message to the wrong person can be a disaster for connecting with your audience. When a subscriber receives irrelevant messages, they may feel like you are wasting their time and start ignoring your messages, unsubscribing, or even worse, marking your emails as spam.

How to solve it? Start by knowing your audience to establish segments. Age, the city where they live, marital status, interests … use the most relevant parameters for your brand and divide your email marketing audience into groups.

Creating personalized content for each group takes more time than sending mass emails, but it is a worthwhile investment.  

3) Welcome new users

The welcome email can be the beginning of a beautiful friendship … or the end. First impressions count, so you have to fine-tune your shot to hit the first message you send to a new user after subscribing.

To connect with your audience and get your relationship off to a good start, be sure to include at least these points:

  • A thank you for joining your list. Everyone likes to feel important and valued!
  • A presentation of your company.
  • An explanation of the type of content that they will receive in the emails.
  • Some extra valuable content (of course, if you’ve promised an ebook or guide to users in exchange for their email, don’t forget to include it!).

4) Listen to your subscribers

All relationships have two parts, so if you want to connect with your audience, you will have to learn to listen to them. Encourage them to send you feedback and always respond to their questions to build a relationship of trust. And of course, their comments will help you refine your strategy more and more, so you too will win.

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8 email marketing tips for B2B companies

1) Optimize your database

Every email marketing strategy starts from the creation of a database, that is, a contact list of people, companies, and entities with whom you are interested in establishing business relationships.

To create a good database, keep these principles in mind:

  • Include all the necessary information. The name, company, and email are essential, but you are also interested in knowing the position of that person, if they are responsible for making decisions, how you got in touch for the first time or if they have responded to your previous emails.
  • Data protection is very important, so you should make sure your list meets all standards of the RGPD. In particular, it is essential that the user has given their consent to be included in the list and that you offer them the possibility of unsubscribing at any time.
  • The contents and the product demonstrations are a classic “hook” to expand the database but don’t forget that you can also pull professional or even social contacts.
  • Remember that quality is more important than quantity. Only include contacts who are genuinely interested in your products and services and who have an influential role in the purchases of your company or organization. As you launch email campaigns, you can filter those users who do not respond.

2) Know the recipients

The B2B companies typically have one or more public specific to their email marketing campaigns. Before launching your message blindly, you need to be clear about who the users of your products or services are and create a buyer persona that helps clarify what they need.

To create effective email campaigns, you must clarify at least the following points regarding the recipients:

  • Type of company in which they work.
  • The position they occupy.
  • Challenges they face in their work.
  • How they prefer to solve these problems.

3) Create emails focused on action

The ultimate goal of any email marketing campaign is to get users to do something. For example, you may want your users to take advantage of an offer, hire a trial or buy a specific product.

Well, the good news is that your actions have a great influence on the outcome. The most decisive factor is the call to action: choosing the right one can increase click-through rate by 371% and product sales by 1617% (yes, you read that right).

The most important keys are to include a single call to action for each email and make it attractive, arouse curiosity, and activate users’ sense of urgency.

4) Take advantage of affairs

Most B2B business buyers receive dozens or even hundreds of emails a day. So it makes sense to think that many of them are overlooked.

To get the attention of your potential audience and get them to open the email, you have only one chance: create an irresistible subject. Not sure what might work? Brainstorm different types of titles and put them to the test with A/B tests.

5) The brief, yes well …

One thing that almost all B2B email marketing campaigns have in common is that they target very busy people. And this means that they simply don’t have time for long emails.

You have very little time to convince your recipient to take the action you are looking for, so take advantage of it. Write short emails, with a few short paragraphs and the necessary white space. And remember that many times they will be read diagonally, so highlight the most important aspects of your offer in bold and repeat them at the beginning and at the end.

6) Customize the messages

Personalizing messages increases the effectiveness of email marketing campaigns. It is no longer just about including the name in the greeting, but about creating personalized micro offers based on the needs of each user. (Hence the importance of having a complete database).

In addition to ensuring that the email responds to the recipient’s needs, it is also interesting to personalize the texts in such a way that the user does not doubt that we are addressing him and only him. After all, we all like to feel special.

7) Offer value

In the end, the key to an effective email marketing campaign is to add value to users and make them have a good reason to click. Some ideas: offer free advice, include discounts, host events, or give away free samples and trials. The important thing is that it is something valuable to the audience you are addressing.

8) use social proof

We can’t help it: human beings are “copycats” by nature. At one point or another, we all fall into the temptation to imitate what our friends do or to buy a product just because someone we admire uses it.

To take advantage of this human trend in your email marketing campaigns, including statistics about your products, user testimonials, or logos of the brands that already trust you.

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The best email marketing techniques for startups

1) Know your audience

If you shoot arrows with your eyes closed, you will almost certainly miss the target. Well, the same thing happens with your email marketing. Before starting to launch email campaigns, you need to be clear about the answer to these 5 questions:

  • Who is your target audience? (Age, sex, location, social class …)
  • What do they buy?
  • Why do they buy it?
  • What motivates them to buy?
  • How do they buy?

Remember that the more you know your audience, the more persuasive you will be.

2) Write irresistible subjects

If there is a definitive factor for the success of your email campaigns, it is the subject of your emails. And it is that it depends on him whether the recipients open the message or discard it.

It doesn’t matter how compelling your offer is or how well-written the body of the email is: if the recipients don’t open it, you’ve lost your chance to reach them forever. So you have to use the subject to make them an offer that they can’t refuse. These tips will help you get there:

  • Do not roll: you have a limited number of characters and a few seconds of attention.
  • Personalize the subject to the recipient.
  • Do not reveal all the details of what is inside the email. One clue is enough.
  • Use calls to action.
  • Avoid false promises and words that trigger spam filters.

3) The good, if brief, twice as good

Today, most emails are opened on mobile devices. And there is nothing less comfortable than reading long texts on your mobile. Apply these guidelines to be as concise as possible:

  • Use simple words and short phrases.
  • Do not put more than 2 or 3 sentences per paragraph.
  • Eliminate unnecessary words.
  • Use dashes and pens to present your ideas.

4) Customize the message

Personalization helps you attract the attention of your audience and let them know that you know and remember them. For this reason, personalized email marketing campaigns achieve much better results for startups.

How to get it? Follow these steps:

  • Collect data about your users (name, location, preferences …)
  • Take into account the time of sending the emails and take advantage of the highlighted dates.
  • Set up automatic emails based on user behavior.

5) Do A/B tests

If you want to take your startup email marketing to the next level, A/B tests are essential. Experiment with one variable at a time, measure the results and don’t be afraid to let your hair down and try your craziest ideas. You never know what might end up working!

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Mass mailing is not sending SPAM

The advantage of email marketing lies in its great scalability. It is possible to easily send emails on a large scale but this does not mean that you have to send junk content to everyone on the contact list.

The image of mailing campaigns has been affected by the frequent sending of worthless emails to people who have not requested to receive these messages.

Take into account that for email marketing to be more successful, your database must be up-to-date and must be a list of contacts who have previously agreed to receive emails.

To avoid this we advise you to include a system based on permissions or double opt-in so that recipients can voluntarily register for your emails. This way you will have a database interested in receiving your messages.

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Types of emails

According to their use, these are some ways in which emails can be cataloged:

Occasional emails

Occasional emails are sent when needed, according to the pace of your business.

  • The newsletters or informative bulletins usually present the news of your company (new features or services) or summarize the best of your blog. They allow you to stay in the minds of your recipients and inspire them.
  • The email campaigns are more focused on marketing and sales. A campaign can consist of 3 to 10 emails over several days or weeks. For example, a Mother’s Day sale, special offers for the holiday season, a new product launch, etc.

Automated emails

Automated emails can save you time and money.

These emails are personalized according to the information you have about a contact. For example, they can be sent automatically in response to specific contact activities, such as making a purchase or signing up for a newsletter.

The nice thing about automated emails is that no one needs to be physically present to hit “send.”

You create and define an email template that will be sent directly to your recipients in response to your predefined “trigger” conditions.

There are two types of automated emails:

  • Transactional emails, as the name implies, are sent after a transaction. These are, for example, reservation confirmation emails, welcome emails when someone signs up for your newsletter, or messages that are sent to reset a password.
  • Marketing automation emails: The content of these emails is determined by the actions (or “trigger” activity) of the recipient. For example, automatically send a whitepaper to a potential customer who attended your webinar.
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Some tips to have successful campaigns

Now that you know more about the different types of emails and their interests for your business, it’s time to move on to the main points of email marketing.

If you don’t have an email strategy in place, you can lose leads and therefore money. It’s time to fix it, now we explain how.

1. The need for an email marketing solution

Step 1 of an effective email strategy is choosing your email marketing tool. It is essential to use software to send your emails for several reasons.

The first is that email sending platforms allow you to ensure that your emails are delivered to your recipients and you can easily create campaigns without the need for any design or programming skills.

An email marketing software allows you to manage the subscriptions to your emails (a legal obligation that we will talk about below), but also to design your emails easily. With just a few clicks, you can design a beautiful newsletter that encourages reading and meets your goals.

Mass mailing programs also allow you to track the statistics of your sent messages: you can see which are your best performing emails and get more information about your audience such as open, click, and reactivity rates.

Last but not least, email software saves you time! Sending emails one by one through Outlook or Gmail is risky, but it is also time-consuming and produces little results.

And most importantly, you can measure the results!

Depending on the platform you use, the behavior of the recipients is monitored in real-time, allowing you to evaluate the results of your campaigns in minutes.

The analysis of these results will give you a better idea of ​​the objectives you met and the profile of your recipients, which will mark the success of your next campaigns.

That is why it is important to have a service provider that gives you the necessary tool to monitor your email marketing campaigns.

2. Collect emails legally

To send emails, of course, you will need addresses and contacts. However, the way you collect them is very important because if you choose to buy databases and send emails to someone who did not approve, you may end up paying some fines.

The GDPR is a European regulation that protects the personal data of consumers, including their email addresses, which states that to collect emails legally, they must go through a process called “opt-in”. 

3. Segment your contacts

The more your contact list grows, it is advisable to make groups and personalize your messages according to their interests, purchase stage, lead scoring, age, etc.

The possibilities are many! This allows you to continue providing each person on your list with relevant and personalized content.

4.Improve your deliverability

Deliverability is a term derived from “deliverability” in English. This concept refers to the deliverability, that is, the emails that are successfully sent to the recipients.

The deliverability of your emails depends on behavioral and technical factors. In concrete terms, this means that the quality of your emails influences their reception, in every sense of the word.

One tip: keep your contact list up to date and add an unsubscribe link. These are good practices that improve your deliverability.

5. Create a beautiful and professional design

In marketing, the form matters as much as the substance. Whatever your message and the value it has for your audience, no one will read it if the medium by which it is transmitted is not readable. The trick to creating pleasant-to-read emails is to use email templates.

Choose a template for your emails personalized with the colors of your company. You will only have to modify the text of your different emails.

By using email marketing soft, you don’t even need a designer, the drag-and-drop editor simply allows you to personalize your emails while creating a clean and professional design.

6. Customize your emails

We all like to feel a little special and there is a very easy way to make your readers feel special. The personalization of your emails is essential to create a real relationship of trust with your prospects and clients.

Some email marketing tools allow you to customize the fields of your emails according to your recipient and their contact attributes.

This means using your audience’s name at the beginning of the email (“Hello Claudia”). You can also use more advanced features, such as dynamic personalization, which allow you to offer your recipients different products according to their preferences.

These details have a profound effect on your opens, clicks, and therefore conversion rates.

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Benefits of Email Marketing

The main benefit of Email Marketing is undoubtedly the direct connection with your potential customer, it is that almost personal contact with a person that can turn into a sale. Other benefits of this digital marketing tool are:

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The cost

There are many platforms, which we will talk about later, in which mass mailing is completely free, as well as templates, etc. So the cost of an email marketing campaign is very low compared to other digital marketing techniques.


Email Marketing allows you to carefully segment who you will send each message to. So if you know very well who your Buyer Persona (audience) is and what they want to read, or what you need to know,  what interests them, what are their needs, daily challenges, and objectives, etc. you will be able to make 100% personalized content, which means that you will be very close to generating a conversion.


In a world where audiences want everything for yesterday, Email Marketing becomes your ally, because once you have defined your strategy and your segmentation, only a few minutes will pass between clicking the send button and receiving the email. of your potential client.

You can measure it

Most email marketing platforms allow you to easily measure the impact of your actions in real-time. So to understand if your targeting is fine or your message is working, you will only have to let an hour or a day go by, and you will be able to straighten the rudder.

You reach any corner of the world

Sometimes it is very difficult to get clients in other countries, but with Email Marketing, you break down geographical barriers and you can reach any corner of the world with just one click. Long live globalization!

It is ecological

Although this benefit is not direct for your company, it is a benefit for the whole world, when you send an email you save millions of tons of paper annually, which contributes to caring for the planet, and stops deforestation in our parks.

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What is an Email Marketing campaign and how to do it?

An Email Marketing campaign is a series of commercial messages sent to a database of emails, from people who decided to be included in your newsletter, and that these messages are also supported by a strategic and creative rationale.

The most important thing you should know is that to do an Email Marketing campaign you must have a defined strategy and know your Buyer Persona very well, if you do not know this, you will waste your time and end up tremendously frustrated.

Now, we will explain step by step what you should do for a successful Email Marketing campaign and you can attract the largest number of customers with it.

Set the goals

The first thing you should do is define what you want to achieve with the campaign, after you define the objectives, you must establish metrics so that you can measure whether or not you are meeting the campaign objectives.

For example, you have summer offers to sell all the merchandise from last season, your goals may be:

  • Increase the number of sales through email.
  • Activate a new sales channel for our clients.
  • Increase traffic to the web.

The metrics of these goals can be:

  • Increase 15% of sales through email.
  • Increase 15 web traffic from email.
  • Increase the number of new subscribers by 20%.

Define the strategy

Now is the time to define how you will achieve those goals that you have already set. When you do the strategy you have to find a balance between the strategic and the creative, because it is not only about sending an email to a segment that is interested in one (or more) of your products, but about how you present the information you want to transmit.

If we work with the previous example of summer sales to sell all the merchandise from last season, your strategy could be:

  • Special offers for those who subscribe to your newsletter.
  • Special offers for your old subscribers.

Define the content

Perfect, you know what you want to do and how to do it, now it’s time to define how you will send the information, this point is very important because it is decisive because a large percentage of the success or not of the strategy is taken by the way you present the message.

Everything will depend on your target audience, how they communicate and your type of product, but you must have yourself here a bit and think well how you will send it because then pressing “send” there is no going back and for a bad message, you can lose a sale.

For example, if we continue with the theme of summer sales to sell all merchandise from last season, good content can be

  • Sending outfits with the pieces you have at discounts
  • Sending articles (blog entries) showing summer trends where you include your products.
  • Sending special offers for a few days with a unique URL for subscribers.

Define the frequency of content

Find the balance, the ideal should be one a week, but if it is quality content and that does not bore your audience from receiving them.

On the other hand, if you do not have quality content already thought and done, it is better that you do the mailing every fifteen days or once a month, but dedicate enough time to creating this quality content that you need.

Organize a shipping calendar

After you know what you are going to send and how often, now you must define the exact days and what content you will send. Remember that you have to be dynamic enough not to bore your subscribers and get them to read your email, so get creative.

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Anatomy of the perfect email

We will give you some practical advice so that you can put together your perfect email from the title to the body and thus achieve the highest amount of sales through this means, let’s get started!

The title or subject of the message

Let’s say it’s the first impression you make on your subscriber, therefore it has to be eye-catching enough for them to click and open the email. The subject must be short (no more than 50 characters), but powerful, enough so that the person does not resist opening the email.

Make the email personalized, that is, use the name of the person in the text that they see below the subject, in this way, they will be much more tempted to open the email because it gives the feeling that it is an exclusive offer for them.

Check the text

A spelling mistake can cost you a conversion, so take a closer look at the spelling and grammar of your email. Also, take care that the text is not too long, remember that you will have few minutes of attention, so you must be clear and concise with what you want to say.

Less is more

Here and in Beijing, so do not waste time abusing the images and information that you will give in the mail. Be clear, brief, and direct, your readers will appreciate it.

Don’t forget about yourself

Although we do not want to be invasive or talk about us all the time, you must include your logo and name in the body of the email, in this way, you will be enhancing the remembrance of your product in the consumer. You should also put a link to “see on the web” in case some users have problems seeing the mail.

Likewise, we recommend that you put at the end of the email all possible contact information, emails, website, telephone numbers, address, etc. This way you facilitate and make known the places and channels to communicate with you without doing too many searches.

Focus on the message

Make the center of attention be on the message and on what you want to communicate and above all on what you want to sell or promote. Be very careful with the images so that you do not overload the email and be aware of its weight because if they weigh a lot there are servers that block you.

Buttons to Social Networks

By including them you facilitate the virality of the content, as well as it is shared with other users who may also be interested in your product or service.

Unsubscribe button

Although what we least want is for a user to unsubscribe, we must include it at the end of our email, in case a user makes that decision.

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7 tips for doing email marketing

Optimize your database

To optimally carry out an email marketing strategy, you must have an updated database of people, companies, and contacts with whom it is interesting to establish business relationships for your company.

You must include as much relevant information as possible to establish contact. You cannot ignore data protection and comply with current legal requirements. The most important thing is to obtain quality contacts. A good hook to generate engagement is offering free content, demos, or video tutorials.

Know the recipients of your emails

Companies usually have defined target audiences for their email marketing campaigns. Before sending messages without an objective, you must create your buyer persona so that your campaigns are much more effective.

Create transactional emails, aimed at generating interaction

Your emails should be what we call in the online marketing world a “CALL TO ACTION”. The goal of any email marketing campaign is to get users to do something.

That something may be that they click on an offer, that they enter a certain product in your online store, or that they fill out a form, among many other options.

The key to an effective email marketing campaign is to include a single call to action in each email that is attractive enough to arouse curiosity in the user and take the action we want them to take.

“Issues” that hook

You will surely receive hundreds of emails a day. And surely of those hundreds of emails, the vast majority send them to the trash without even opening them.

Most users don’t want to waste time reading emails. Therefore, only those that seem most attractive to them open when they read the subject.

It is essential to create email subjects that hook so that the user gets to open the email and we have a better chance of being read. The email marketing campaign will be much more effective.

Be brief, get to the point

Generally, users have little time to read emails. This means that your company will have little time to convince that user to take the action you want. For this reason, you should write short emails, with few sentences and short paragraphs, talking about the essentials.

And remember that emails are sometimes read diagonally and we are going to read the highlights. Using bold can help you grab the user’s attention.

Customize the messages

Personalizing the messages makes email marketing campaigns much more effective. It is about creating personalized micro offers (for example) based on the needs of each user. For this reason, we must have a database that is as detailed and segmented as possible.

The personalization of the texts and the contents is very important so that the user has no doubts that we are addressing him and only him.

We have to make the user see that we are talking to him, and not to the thousands of people to whom our campaign is directed. We will generate a bond and an empathic relationship with the client

Provides valuable content

The main key to an effective email marketing campaign is to add value to users and make them have a good reason to click. You could offer free advice, give away free samples and trials, include discounts, etc.

Valuable content must be provided for the audience you are addressing, for which it is vitally important to have a well-detailed and segmented database with the preferences that the user has previously provided. 

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How to improve the open rate

Write topics that generate curiosity

The subject of your email is the first thing users will see. The more attractive it is, the more interest you will generate in your reader.

The subject must be concise but include all the information that you are interested in sharing. Use the curiosity of the reader, and if you want, use figures that will make your client more interested in opening your email.

Choose the best time to send your newsletter

You must know the best hours and the best days to share your content. Analyze the statistics of visits to your website to have an orientation of what is the optimal time to send your emails.

Optimize and segment your database appropriately

You need to segment your contacts, since not all your audiences are the same, even if they share similar interests in your goods or services. If you want to sell any of your products for a specific audience, you will already have the database organized in that sense.

Ask that at the time of registration the confirmation of the same is made through the double opt-in and thus the amount of unused or false emails is minimized.

Send various emails

Although many brands have a single product or service, you need to diversify the content you send because if you become repetitive, you will tire your audience. The content limit is practically infinite, use your ingenuity and learn from statistics to see what hooks your audience the most.

Write closely to your readers

Texts that are too “square” are not attractive at all. Imagine that when you send these emails you do it to some of your friends, so try to make them always easy to read, fresh, entertaining, and always full of interesting data.

Use as many visuals as you can

You must use visual elements such as brackets, parentheses, or emojis so that together with the use of images, videos, or graphic elements you can have a higher open rate and you can retain the reader. The use of these elements will make you differentiate yourself from the competition and that your subscribers will read your emails and not those of others.

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What is the average open rate?

If we told you that there is a recommended approximate average open rate, we would be lying to you. The average opening percentage will depend on the way it was measured, how it was sent, the size of the list, and other possible variables such as the day, time, design, message, or the affinity of that database and the segmentation of that database, among others.

In general lines, we can say that:

  • The larger the list size, the open rate tends to drop.
  • An open rate between 15% and 35% can be considered a good figure.
  • Very few lists have open rates above 40% on their campaigns.
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Benefits of working with an email marketing company 

Most of the companies, 75%, assume internally the management of email marketing even though they recognize that they do not have the expertise or sufficient resources.

In the same way, more than half do not carry out any type of testing before the launch of their email marketing campaigns, when this is essential to see if the contact base, the appropriate copies, or the creativity with the most are being chosen well

Experts recommend carrying out a test before launching the campaign, to put yourself in the user’s shoes and see what they need. This is how it is possible to increase the open and click-through rates of emails.   

If brands and advertisers work with an agency specialized in email marketing, they will optimize their processes and improve results, apart from these benefits:  

  • Initial consulting.  Helps clarify communication and recruitment objectives. The marketing expert must advise on the best strategy to follow.  
  • Create the campaigns.  They support the design of email marketing creatives, landing pages, forms, with a focus on increasing CTRs and LTRs. With their experience, you can choose the most suitable content to increase the conversion rate. 
  • A / B testing.  The advertiser’s investment should not be compromised without first carrying out a test with the creatives and seeing the reactivity of the market. Performance marketing agencies guarantee certain results, but they never forget to carry out the testing phase. In this phase, different types of creatives and messages are tested, to find the best formula. Marketers can also measure the response of the market during the campaign and the quality of the traffic received to the site, but for this, it is necessary to work hand in hand with the brand and that it contributes the data of registrations/sales to cross information and draw conclusions.  
  • Campaign analysis.  It is important to look for an agency that transfers the metrics with all possible transparency and detail, breaking down the databases that have been used in the A / B testing phase.
  • Define the optimal costs for the viability of the email marketing strategy in the medium and long term.  After the testing phase, it is possible to see if the economic investment with which the campaign has begun to be distributed is the best or should be changed (up or down). It is in this phase that the recruitment email marketing campaign and work dynamics would be launched on a large scale.  
  • Diffusion.  Agencies often have exclusive networks of quality, proprietary, or third-party contact bases, which they know will give them good results depending on the type of campaign and segmentation they want to attack. We, for example, already know which support bases give us good results and then we can commit ourselves to high volumes of registrations, to establish a level of quality and to take care of optimal CPAs for advertisers.
  • Creativity and innovation.  Actions on the internet are living, changing entities that evolve. For this reason, brands should seek that the marketing professionals who manage their email marketing campaigns incorporate new features in mature campaigns (and be a bit more conservative in new ones). You have to think that if a campaign works well, it can always work much better. 
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Choosing the right email marketing tool

Now you know what email marketing is and how it can benefit you to boost your business. The next step is to choose an email marketing tool.

There are significant advantages to having dedicated software for managing emails.

First of all, email marketing platforms allow you to ensure that your emails have reached their recipients.

Email platforms not only allow you to manage your email subscribers but also easily design your emails thanks to ready-made templates and editing features.

Besides that, email marketing platforms also allow you to track the results of your email campaigns. This means that you can see which emails were the most successful and learn more about your audience thanks to open rates and click-through rates.

Finally, and most importantly, email marketing software saves you a LOT of time.

Sending marketing emails one by one through Outlook or Gmail is not only risky but also incredibly tedious and produces little results.

There are several free email marketing programs, but to make an informed and relevant decision for your business, here are the questions to ask yourself:

How many contacts do you have and do you plan to have in a year?

How many emails do you plan to send in a year?

What type of email would you like to send? (transactional or marketing)

Is there a solution and customer support in your language?

These questions will help you determine your email platform based on your needs.

Here are the best email marketing tools and their main functionalities.

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Not having an email marketing strategy means missing sales opportunities and the opportunity to strengthen your ties with customers.

It’s time to increase your conversions with email marketing

Email marketing can be your best ally for your business. 

In short, Email Marketing is an ideal strategy to generate direct contact with the client, and that if you do it constantly and strategically, it can create stronger and lasting relationships over time.

Aurora Lane is a full-time blogger and affiliate marketing expert. Join Aurora on to learn how to scale your influence online fast. This is the corner from where she shares content on strategies, techniques, tactics, and proven tools to help you build the perfect digital business. She also reviews the best software to run your online business.

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