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Email Marketing

What is email Marketing and How it works?

What is email Marketing and How it works?

1. Purpose of Email Marketing

email marketing is an effective approach for every business to keep in touch with existing clients and catch up with the potential prospects that are actively looking for your products or services. Moreover, email marketing can remind the customers about your brand name when searching for the products and services you offer.

At times, businesses provide discounts, offers, and special sales on particular days of the year. In such cases, email marketing comes handy to the business owners as they can easily inform the customers about the promotions through an email. Also, you can intimate that you care about the customer’s needs. Here are the main objectives of email marketing campaigns, and check how they can help your business nurture in the industry.

Unlike other marketing strategies, email marketing is a cost-effective approach that assures the highest return of investment. The revenue earned is higher than any other marketing strategy, so every business needs to run an email marketing campaign.

You might run social media campaigns that are generally to show to potential customers. However, emails are personalized, and they can yield more clicks than other strategies. No matter what industry you work in, an email marketing strategy is a cost-effective yet efficient approach.

It is the best way to connect with the existing customers and potential prospects on a personal note, as specified earlier. It is an ideal way to maintain enduring relationships with loyal customers. From generating new leads to retaining your customers’ relationship, you can rely on the email marketing strategy without any doubts.

Here are the main purposes that you should cover while implementing an effective email marketing strategy.

Communicate with your reader

The main aim of email marketing is to connect with customers and potential prospects. The customers will directly view the mail you send, and it is the best opportunity to educate everything about the company. The impression should be good. The aim of every email is to inform something new about your products, services, or brand. You can also try sending out emails that benefit the readers. For instance, the potential prospects might be searching for the same product or service you offer, and at that time, your offer appears right in their email notification. Would they have second thoughts? Definitely, not.

Similarly, if an existing customer has a few products left in their e-commerce shopping cart, you can remind them about the products. A product sale is more in such cases, so execute an exemplary email marketing strategy without any doubts. Whether you are giving information about the discount sale or a company blog, you should keep images and graphics for better engagement. Email content should be a combination of image and writing.

Allure audience

The next big purpose of email marketing is to lure customers to your company. It is not just about the new customers, but you should also assure that the existing customers. Existing customers also have diverse choices as the competitors are offering the same products. Still, it is essential to ensure that the product or services add value to the customer’s life. It would help if you emphasized the importance of their part in the organization as they strengthen your brand’s value. Apart from this, emails should entice potential customers.

Email marketing is a powerful tool that can turn potential prospects into new customers and retain current customers for a long time. You can also share the company’s success with the customers by intimating about the awards gained.

Link to your website

The main aim of marketing is to direct users to the website. When potential prospects navigate to your website, the chances of conversion are more than you think. If the readers are impressed with your products, services, or brands, the next move will be visiting your website, and you have to guide them to your website by adding a link in the email.

These are the main purposes of generating an email marketing campaign, and the business owners need to ensure the best email that entices customers.

2. What are the kinds of costs involved in email marketing?

This is a common query that keeps running through your mind. Email marketing is an effective approach that helps every business to succeed. However, many business owners think twice before initiating email marketing as they are now aware of the cost of email marketing campaigns.

Most entrepreneurs are hesitant in making the email marketing move due to the cost. This article will help you understand the email marketing cost to elucidate how much you require for implementing an effective email marketing campaign. No matter what industry you are in, the given insights will provide a valuable business understanding.

Before knowing about the different kinds of costs involved in email marketing, let us get to know about the importance of investing in an email marketing channel and how much investment is worth for your email marketing campaign. Email marketing remains an unparalleled marketing strategy that assures a high return on investment.

The revenue generated through email marketing is way too higher than the cost of email marketing. Many people think that the cost of running a campaign is high, but it’s worth spending without a doubt. Email marketing is an investment, and there’s no reason to doubt the return.

Main factors influencing the email marketing services cost

Many people think that email marketing campaign cost is a dime a dozen. However, it is essential to spend a good amount of money on different email marketing stages. From developing a strategy to testing the campaigns, there is more included in the campaign. You should also know that it is not just about implementing an email marketing strategy but also about constantly monitoring, managing, and optimizing even after executing the effective campaign results.

Cost of email marketing services

When you try to evaluate the email marketing cost, the email marketing agencies should be considered. There are several phases in the email marketing campaign, even before sending a mail to the customers. The initial email assessment is followed by a campaign plan to generate the content and design, after which the target email is sent to the customers.

The planning phase comprises several fragments, such as considering the marketing campaign for one product or multiple products and all. After that, you have to consider the scope of the campaigns. You should ensure the number of emails required for the campaign. The email marketing campaign’s content is also evaluated that includes monthly newsletters, promotional emails, special sales, and abandoned-cart emails. Every campaign approach requires more time and effort based on the situation.

Subscribers list

If the list quality is good, the email campaign work would be far lesser, and the cost will also decrease. However, the time and effort required are more when the subscribers are inactive. For this, you have to utilize an all-encompassing email marketing campaign with SEO, PPC advertising, and more efforts. This process may cost you more due to the inclusion of other strategies. An aesthetically appealing website with the best UX interface is essential for a successful marketing campaign. If not, the customers may visit your website, but the conversion rate will be lesser. Remember that your website, social media, and other essential utilities for the marketing campaign should be prepared. If you don’t have a proper tool, it is essential to focus on improving the basics. It will further increase the cost of an email marketing campaign.

Concept complexity

If you are using the existing email templates or messages, the cost can cut down as the templates are custom design. There are more features like copywriting, designs, and others concerning the product and the industry. The final design will also influence the cost of email marketing campaigns as the complexity of coding increases due to time constraints. Finally, quality assurance also plays a main role.

Several aspects can alter the cost of an email marketing campaign. However, the cost can be cut down by an effective approach. Also, consider an email marketing campaign as an investment instead of an expenditure. The best strategy will assure the complete return of investment without any doubts. If you are concerned about cost, you might be missing the quality as an effective email campaign necessitates more time and effort from experts.

3. 10 Essential KPIS For email Marketing

If you want to master email marketing, it takes time and effort. It is essential to keep the best practices that helped in your previous campaigns. Otherwise, learn from other marketers and remember the errors so that your new campaigns are completely optimized for increased engagement. However, you have to evaluate the results of your strategy constantly.

Before proceeding further, you have to know a few things about email marketing. Not all email marketing campaigns are the same, and it necessitates different strategies to accomplish the goals. Whether you want to generate more leads or increase subscribers, there are certain key performance indicators that you should scrutinize. Check out the ten metrics that should be considered while evaluating the email marketing campaign.

  1. Open rate is a straightforward yet important factor to understand. It will exhibit how your subscribers are acquiring the messages. You will get to find the number of readers who opened the emails you sent. The most important aspect that increases the open rate is the subject line.
  • CTR is yet another metric used to measure your campaigns’ performance as it will emphasize the number of readers navigating to the URL in your email. There are a few ways to improve your CTR, and the effective approach is to create a compelling call-to-action. Compared to open rates, CTR is very much lower than below five percent click through the links in your email.
  • Conversion rate is one factor that you should consider to check the number of readers who clicked on the link and performed a particular action. The conversion rate is very much helpful than other metrics as you can find the actual return on investment. It will also be useful as you can find whether the campaign is effective or not.
  • As the metrics mentioned above will help you know about an email marketing campaign’s success, the bounce rate will let you know about the subscribers who don’t receive your email. There are two types of bounce rates, namely, the hard bounce and the soft bounce.
  • You should also consider the number of unsubscribed people, and you can connect with an email provider to know about the people who unsubscribed from receiving an email from you. If more people unsubscribe, business owners might find it excruciating. However, it is one way of letting people who are not interest.
  • You should be aware of spam complaints as many people will skip this significant metric. When more spam complaints are receive, the email service provider will have to take action against you. When you keep on receiving spam complaints, ensure that the emails are good to go before sending them to your subscribers.
  • Check whether the email is share as the forwarding rate can help you to do so. Sharing the content is the modern word of mouth strategy. If you have more brand advocates, the more influencers you have. It is apparent that people will consider a brand suggested by their friends rather than a celebrity.
  • Return On investment is one of the key performance indicators that every marketer would track as it gives you a better understanding of the investments and the gains. You can evaluate this metric by subtracting the money you spent in email marketing campaign execution from the sales money. Now divide the result by the campaign investment and finally multiply that by 100.
  • Check the email sharing rate as you will know about the number of times your email has been share on social media.
  1.  Domain click rate will let you analyze the number of people that clicked on your email. This metric is particularly helpful to determine the issues in all domains. You can compare the click rates if it differs from one provider to another.

These are the ten essential key performance indicators that every marketer should know. If you evaluate an email marketing campaign’s efficiency, ensure that you check the reader activity and maintain the campaign goal throughout the team. If you could evaluate the email campaign’s performance, it will help you enhance the campaign’s efficiency regularly—gear up to initiate the email marketing campaign and frequently determine the performance of campaigns for better results.


As the name suggests, it is a marketing strategy that is implemented through the use of email.  Has it happened to anyone to buy a product on Amazon, buy clothes on any e-commerce, book a stay on online platforms, and then?

Here, email marketing is just that: in practice, we could define it as an advertising tool, which allows you to get in touch with customers and maintain the relationship with them even after the purchase.

To ensure that the email marketing strategy implemented within your company brings the desired results, however, you must be careful to carry it out in the best way.

How, then, to exploit the full potential of email marketing?


Let’s start from the heart of each email: its content. It is an essential aspect for the success and effectiveness of your strategy. The content that you are going to offer to your contacts and your customers must be useful, interesting, and engaging:

Another widely used tactic is to offer discounts or promotions given the customers’ birthday, a sort of gift that the company offers to the consumer and which helps to weld the relationship with it.

Reminding them that you are always there and can still help them can be a great way to get them to come back to you and bring them to purchase your products.


Within the emails, it is also essential to understand call-to-action, that is, clickable buttons that entice the user to perform a certain action and bring him back to specific pages – that is, the landing pages – that respond to his request and direct him to conclude a purchase.

The call-to-action is necessary to give effect to the news, but it is also essential not to abuse it: too many CTA can be confusing and distracting the final objective. In general, it is important to maintain clarity and to give the user a simple path in which it is not possible to get lost.


Email marketing works, and the data proves it. But to make this strategy work, it is essential to avoid what is kown as SPAM, i.e., the generalize sending of a message to the entire database (perhaps made up of contacts purchase on the Web!).

Email marketing works if placed in close relationship with the concept of personalization.


To ensure the effectiveness of your email marketing strategy, you must pay close attention to what we defined as KPIs in the previous paragraph. These are nothing more than performance indicators or Key Performance Indicators. About DEMs, these indicators are:

  • Click-Through-Rate (CTR). It is the percentage that indicates how many users have clicked on one or more links among those within the received email. This is probably the most important indicator because it allows us to evaluate the effectiveness of the communication used and the engagement that we have managed to create in public;
  • Open Rate. Indicates the percentage of users who, having received the promotional or informational email, have opened it to read its content, i.e., the open email rate. It is particularly a significant metric because it allows us to understand if the object of the communication is effective or if, on the contrary, it must be modify;
  • Conversion Rate. Slightly more advanced than the first metric, the conversion rate (or conversion rate) indicates how many users have completed the process up to the conversion, that is, until they become buyers with the conclusion of purchase by clicking on the links of the email and arrival on the Landing Page
  • Click-to-Open Rate (CTOR). This indicator detects the percentage of unique clicks compared to the number of unique openings (i.e., made by each user, whether the same user has clicked or opened the email), acting as a very useful metric to evaluate how much engagement.

In any case, we must be very careful not to transform the newsletters into pure spam, annoying for the user, and counterproductive for the company.

Creating an effective email marketing campaign requires excellent knowledge of the target audience to engage users and achieve their growth goals.


Are there different types of email-based strategies? Absolutely yes! The best known are:

  • Retention email marketing. It aims to keep alive the relationship with  those who have already purchased in the company,
  • that is to create customer loyalty so that they become a regular consumer and activate an effective word of mouth with friends and relatives;
  • Advertising email marketing. Its purpose is to present discounts, promotions, products to make the user interested in the company and make purchases in the shortest possible time;
  • Direct Email Marketing (DEM). It provides personalized information based on the interests and needs of the audience to which it refers. It is the best known and most productive email marketing strategy and aims to create an interaction between the company and the user.

The use of email marketing requires the development of a clear, structured strategy. It also includes the definition of specific goals that need to be achieve with the individual measures –

e.g., newsletters, standalone campaigns, or transactional emails.

We have put together an overview of important goals that can be pursue with email marketing.

  • Keeping leads engaged

There’s no use sending an email and disappearing. When a person chooses to receive emails from a company, they show interest, whether in their products, services, or content. That is, the user expects the company to contact you from time to time.

In this context, one of the main objectives of email marketing is to maintain a constant relationship, to attract the interest of leads in the company and its solutions, thus increasing the chances of becoming customers.

  • Promote blog content

Anyone who works with Digital Marketing knows the importance of the blog as a communication strategy. And one of the most efficient ways to disseminate the new content that enter the blog is to send a newsletter, informing users about the topic of the post and contributing to the site gaining more access and increasing its visibility on the internet.

  • Nurture and educate

It is the process of educating users who have agreed to receive emails from a company about the business and its solutions, helping to strengthen the relationship.

Through the constant sending of emails, it is possible to send personalized messages at the most appropriate time for each user. It is essential to make your subscribers become leads, and your leads become your customers.

  • Sell ​​more

All of the strategies we mentioned above have a common goal: to sell more. With email marketing, it is possible to approach users in a much more optimized and accurate way, collecting data and information that will allow them to identify the most appropriate time to send an offer.

This, added to the relationship, education, and nutrition of the leads, provides more effective actions, avoiding the sending of inappropriate promotional messages that will only irritate the user, like so many others that he receives throughout the week.

  • Reach

Email is a highly democratic tool: almost everyone has it and knows how to use it. To give you an idea, according to the Statista website, there are already more than 4 billion active email accounts worldwide, a number that will continue to increase.

Another important point is that email concentrates many of our actions online. All registrations, logins, password changes, and purchases we make on the internet go to our email address. That is, it is a fundamental part of the life of any user on the internet.

  • Predictability

With email marketing, that doesn’t happen; there is much more predictability in actions. If a company has an email marketing list with 100 registered addresses in its base and decides to send a message to all of them, it knows that all 100 will receive the email (as long as there are no technical or strategic problems, of course).

Now that you know a little more about email marketing for beginners, the question remains: is it worth investing in this strategy? The answer is yes. In a competitive market, email marketing allows companies in all sectors to communicate effectively with their customers, increase engagement, improve sales and consolidate in the market.

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