Email Marketing 101: Unrivaled Guide For Beginners

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

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. What are your goals, where to start, the different types of emails to send, and the other things to consider?

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 adapts the content to each consumer, thus achieving a higher investment return. 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 many tools to measure the campaign’s results.

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

  • Capture emails to attract new customers to your 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.

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 A Digital Research report on the use and perception of email marketing for 2022.  

  • Accessing the Internet has become a daily activity; 100% of those surveyed claim to connect daily due to 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. Therefore, consuming multimedia content, instant messaging services, and news.
  • Gmail, with 74% users, is the email service provider preferred by users, but Hotmail is the most used to subscribe to email marketing content. 
  • Internet users have a reasonably positive perception of email marketing, especially product offers. The negative aspect would be a large number of emails received.
  • Consumers establish the optimal frequency of receiving emails at one a week, and it may be a maximum of 3 depending on the case. 
  • The mail must be direct, straightforward, and frank, have a short and clear subject, and the presence of the terms “offer” and “promotion” can favor the opening. 
  • Travel, hotel, and tourism offers are the ones that encourage people to sign up for 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.

Why is email marketing essential, 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 essential to growing and managing your business.

It has established itself as an essential means of communication, creating 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 more personal communication with them.

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

Why use email marketing in your marketing strategy?

Email is not new. On the contrary, it is one of the first marketing strategies 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 your audience’s mailbox, 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, and the generation of loyalty.

Email marketing can help you achieve three 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 many recipients.

The Main Aspects of Email Marketing:

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

Convert three times as many people as social media.

When appropriately used, 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 the recipient a sense of distinction and preference. 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 audiences, including those not necessarily comfortable 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.

It keeps you in the mind of your consumers.

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

This marketing 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 during certain times of the year, emails are an excellent channel to make them known instantly and when needed.

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

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

SMART objectives and a contact strategy are 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 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.

The 3 Vs to get records via email

There are many techniques to grow your subscriber base.

Keep the 3Vs in mind for this.

  • Visibility. It’s pretty obvious, but make sure the subscription method and CTAs are apparent. 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 quick. Put a simple form where the person leaves their email, and with a single click on a button, you will be given the short answer to what the consumer wants. Do not place a button that takes your customers to another page where the subscription is made. This will complicate the process, and you can lose potential contacts along the way.

Identify the right metrics.

If you have clear goals, 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 will provide 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). The percentage of recipients who have clicked on any of the links in the email is divided by the number of open emails, and the result is multiplied by 100. Thus, the quality of your 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 revenue generated across all contact base members or converts.
    • Average order value.
    • Lifetime value. The money that a subscriber spends with you in your contact base during their lifetime.

The 3 Vs of unsubscribing

The 3 Vs apply to the acquisition of registrations and the processes of 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.

Email retargeting or email remarketing

Email retargeting is based on recording your users’ behavior 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. 

7 Ideas to Personalize your Email Retargeting Campaigns

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 online.
  • 7) Focus on users who consume similar content as your brand’s clients.

How To Connect With Your Agency

Provides value

Nobody (or almost nobody) gives something for nothing. When a user subscribes to your mailing list, they expect to get a valuable reward:

  • The answer to a question
  • The solution to a problem
  • Information
  • 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 email marketing audience? 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. 

Segment and personalize

Sending the wrong message to the wrong person can be a disaster for connecting with your audience. When subscribers receive 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, marital status, and 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.  

Welcome new users

The welcome email can begin 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 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!).

Listen to your subscribers.

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

8 email marketing tips for B2B companies

1. Optimize your database

Every email marketing strategy starts from creating a database, 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. Still, you are also interested in knowing that person’s position in their business.
  • Data protection is critical, so you should make sure your list meets all GDPR standards. 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:

  • The 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.

The good news is that your actions significantly influence 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 key is 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 the subject line.

Most B2B business buyers receive dozens or even hundreds of emails daily. 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 line. Not sure what might work? Brainstorm different titles and put them to the test with A/B tests.

5. Be brief 

Almost all B2B email marketing efforts have one thing in common: they are aimed at extremely busy people. And this means that they don’t have time for long emails.

You have very little time to convince your recipient to take the action you are looking for. 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 use them at the beginning and 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 so 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 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 buy just because someone we admire uses it.

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.

The best email marketing techniques for startups

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 five 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.

Write irresistible subjects

If there is a definitive factor for the success of your email campaigns, it is the subject of your emails. It depends on 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. 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.

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.

Customize the message

Personalization helps you attract your audience’s attention 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 the time of sending the emails and take advantage of the highlighted dates.
  • Set up automatic emails based on user behavior.

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!

Mass mailing.

The advantage of email marketing lies in its great scalability. It is possible to send emails on a large scale quickly, but this does not mean 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.

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 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 recipient’s actions (or “trigger” activity). For example, automatically send a whitepaper to a potential customer who attended your webinar.

Email Strategy

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.

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) and design your emails easily. With just a few clicks, you can create 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 recipients’ behavior 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 subsequent campaigns.

That is why it is essential 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 essential because if you choose to buy databases and send emails to someone who didn’t sign up, you risk fines.

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

3. Segment your contacts

As your contact list grows, making groups and personalizing your messages is advisable according to their interests, purchase stage, lead scoring, age, etc.

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

4. Improve your deliverability

This concept refers to the deliverability; the successfully sent emails 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 beautiful and professional email forms

In marketing, the form matters as much as the content. No one will read your message 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.

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

6. Customize your emails

We all like to feel a little unique, and there is a straightforward way to make your readers feel special. The personalization of your emails is essential to create 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 recipient’s different products according to their preferences.

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

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:

1. The cost

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

2. Segmentation

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

3. Immediacy

It only takes a few minutes for your potential client to receive your email once you hit the send button.

4. You can measure it

Most email marketing software platforms allow you to easily measure your actions’ impact in real-time. 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.

5. You can reach any corner of the world.

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

6. It is ecological

Although this benefit is not direct for your company, it benefits the whole world; when you send an email, you save millions of paper annually, contributing to caring for the planet and stopping deforestation in our parks.

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. A strategic and creative rationale also supports these messages.

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, I will explain step by step what you should do for a successful Email Marketing campaign, and you can attract the most significant 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 defining the objectives, you must establish metrics to 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 you have already set. When planning your email strategy, strike a balance between strategic and creative marketing. Because it’s not just about sending an email to a segment interested in one (or more) of your items; it’s also about how you convey the information you want to send.

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

It’s time to decide how you’ll deliver the information; this is a crucial step because how you deliver the message determines whether the approach succeeds or fails.

Everything will depend on your target demographic, how they communicate, and the type of product you’re selling. But you should spend some time thinking about how you’re going to send it since once you hit “send,” there’s no going back, and sending the wrong message could cost you 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; one per week is excellent, but only if the information is high quality and does not bore your readers.

On the other hand, if you do not have quality material already planned and written, it is preferable to send the mailing every fifteen days or once a month while devoting sufficient time to producing the information you require.

Organize a shipping calendar

After knowing what you will send and how often, 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.

Anatomy of the perfect email

I will give you some practical advice to put together your perfect email from the title to the body and thus achieve the highest amount of sales. 

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; use the person’s name 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 them the feeling that it is an exclusive offer.

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 a few minutes of attention, so you must be clear and concise with what you want to say.

Less is more

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, it is a good idea to include your logo and name in the body of the email; in this way, you will be enhancing the remembrance of your product to the consumer. You should also put a link to “see on the web” if some users have problems seeing the mail.

Likewise, we recommend putting all possible contact information, emails, website, telephone numbers, addresses, etc. This way, you facilitate and make known the places and channels to communicate with you without too many searches.

Focus on the message

Make the center of attention be on the message, what you want to communicate, and what you want to sell or promote. Avoid using many images because you don’t want your email marked as a promotion. 

Buttons to Social Networks

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

Unsubscribe button

Although we least want a user to unsubscribe, we must include it if a user makes that decision at the end of our email.

7 tips for doing email marketing

1. Optimize your database

To optimally carry out an email marketing strategy, you must have an updated database of people, companies, and contacts with whom you want 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.

2. 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.

3. Create transactional emails 

Your emails should have a CTA “CALL TO ACTION.” Any email marketing campaign aims to get users to do something.

For example, click on an offer or 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.

4. Issues that hook

You will indeed receive hundreds of emails a day. And you will trash most of them without even opening them.

Most users don’t want to waste time reading emails. Therefore, they only read those emails with a good subject line.

Creating email subjects that hook the reader to open the email is essential. The email marketing campaign will be much more effective.

5. 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 users 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 will read the highlights. Using bold can help you grab the user’s attention.

6. 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 essential 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 relationship with the client.

7. Provides valuable content

The primary key to an effective email marketing campaign is adding value to users and giving them 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. It is vitally important to have a well-detailed and segmented database with the preferences that the user has previously provided. 

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 you are interested in sharing. Use the reader’s curiosity, 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 days to share your content. Analyze the statistics to understand when to send the emails fully

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 to a specific audience, you will need a database organized for them.

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 are 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.

Easy to Read

Make the emails easy to read, fresh, entertaining, and always full of interesting data.

What is the average open rate?

The average opening rate will depend on how it was measured, how the emails were sent, the size of the list, and other possible variables such as the day, time, design, message, and segmentation of that database.

In general lines, we can say that:

  • With a large list size, the open rate tends to drop.
  • An available rate between 15% and 35% can be considered a good figure.
  • Very few lists have available rates above 40% on their campaigns.

Benefits of working with an email marketing company 

Most of the companies, 75%, assume email marketing management internally 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 testing before their email marketing campaigns launch. 

Experts recommend conducting 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 emails’ open and click-through rates.   

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, and forms, hence increasing CTRs and LTRs. 
  • A / B testing. Different creatives and messages can be tested to find the best email formula. Marketers can also measure the market’s response during the campaign and the quality of the traffic received to the site.   
  • Campaign analysis. It is essential 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.
  • Cost. Most email marketing companies are cheap compared to hosting an in-house email server.   

Choosing the right email marketing tool

Now you know what email marketing is and how it can 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 risky and incredibly tedious and produces few 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.


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. If you do it constantly and strategically, it can create more robust and lasting relationships over time.

Aurora Lane

Aurora Lane

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.

Aim World Group