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What Is Email Marketing and How Does It Work?

In this post, we will discuss what e-mail marketing is and how to master it. We aim to provide you with the basics and demonstrate how we can launch an effective e-mail strategy for your business/brand.

E-mail marketing has proven to be the most profitable and affordable marketing strategy. Creating an average ROI (return on investment) of $42 for every $1, according to DMA, from 2019

Therefore, we believe e-mail marketing is a fundamental approach to growing your business, whether you are established or just starting, you will see the benefits of e-mail marketing.

Do not skip on e-mail marketing. If you feel a little bit confused and hesitant, allow us to explain everything you need to know, and why you should work with us.

We will discuss the topics below shortly and sweetly.

  • What is email marketing?
  • How does email marketing work?
  • How to start email marketing, tools and tips
  • How to launch your first e-mail marketing strategy in 8 steps

What is email marketing?

As it sounds, it is the process of sending e-mails to a list of people to make them aware of your new products, promotions, and services.

It is always best practice to gather e-mails from people who have given permission to receive e-mails from you.  

When you hire us, we will study your audience and segment them into groups, then we curate personal e-mails for each group. This way we are targeting the appropriate people with the right e-mails. It is more time consuming than creating a “one size fits all” email, but it brings better results.

Different Types of Email Marketing:

Here we will discuss the different types of emails used in email marketing.

Promotional Emails

Example of promotional email from Sephora

This type of e-mail marketing is used to promote new releases, offers, and your brand in general. We typically send 3-10 emails depending on the strategy.

We ensure to include a clear call to action (CTA) in this type of email. Call to actions push users to a certain action we want them to take. Such as visit your page, or use a promotional coupon from the email.

Timing is crucial for promotional emails. For example, we take advantage of holidays and might send multiple promotional emails in the same day. And during slower periods there will be much less promotions and therefore less promotional emails.

Examples of Promotional emails subject lines from big companies:

· L’Occitane: Beauty You’ve Had Your 👀 on, Now with $20 OFF!

· United by Blue: This is Not a Sale. It’s a Celebration. 

· Kate Spade: open to see our top picks of sale 

· Miss Selfridge: Stop EVERYTHING! Up to 50% off ALL Dresses 🚨👗

· Aerie: 50% off a bra that feels good. It’s REAL. 

· Dollar Shave Club: Save money. Don’t leave the couch. 

· Hollister: Your favorite jeans are 20% off 🙌 

· THE ICONIC: The sale’s on SALE! 😱 

· Moo: This sale’s too BIG

· West elm: 💡 THIS SALE IS LIT 💡 20% off all lighting

Informational Emails

Informational email example

This type of email typically includes newsletters and announcements.


Newsletters share your company’s new features, products, or scientific research about your product, the list goes on. It is recommended to send newsletters at regular intervals: weekly, every other week, monthly…

Newsletters help us take advantage to share insights, thoughts, tips, and anything that we and the customers value.


An email written in a way to announce to customers about new releases or services and changes.

Emails are also a sure way of communicating with customers. Lets say your website crashed or you lost your social media account for some reason. Then you will be able to reach to your customers with an announcement email, informing them about the situation.

Here is a list of informational email subject lines:

  • A note to the valued members
  • Everything you’ve missed today/ this week/ this month
  • Here’s how we are helping in times of need
  • Meet your new favorites
  • Looking to the future…
  • Here’s where [company name] is heading. Will you join us?

Re-engagement emails

These emails are used to reconnect with customers who have been away. Send them a unique discount, birthday message, personal offer, etc.

Re-engagement email example

Examples of re-engagement emails subject lines from big companies:

· Bath & Body Works: Trust your instincts. 

· Fab: There must have been a mistake, you left this behind

· Care/Of: Let’s make a plan

· Proven: Your Place in Line is Going, Going…

· Sock Fancy: Still thinking it over? Maybe this will help…

· Shinesty: You left your stuff at our place… 

The benefits of email marketing

The three main objectives of email marketing:

1) Conversion

If you are having any sale or promotion you can send your customers an email to inform them about it, and you will increase sales in return.

You can also send customers birthday wishes and welcome emails to keep them engaged with you.

2) Brand Awareness

Appearing in your subscribers’ inbox will make sure your brand is always on their minds. Email marketing ensures you reach the right audience, unlike a social media post where you don’t know if someone saw your post.

Email marketing can be sent to many people while remaining cheaper than creating an ad and will help you keep your customers aware of your company/brand.

3) Customer Loyalty

Through all the processes of email marketing, you will also be building customer loyalty. You can personalize emails for re-engagement, promotions, special discount and more…

All of these will make sure people always remember you, stay up to date with you, and keep coming back to you

Why is email marketing important?


Some people are not so tech savvy or maybe they do not like to browse social media or they do not go on the internet in general. However, those people will still have an email and check it daily.

In addition, there are 4.3 billion email users, according to Statista 2021. Compared to only 3.9s billion on social media in 2022 according to Oberlo. As you can see, you can reach a broader audience through email alone.


Instead of paying for each online ad and having to repeatedly pay. We offer solutions that do not cost as much and can bring you successful results.

Your email list is yours

Imagine one day you lost your social media account an all your followers with it. What are you going to do? How will you get in touch with all those people?

Luckily for you, you have created an email list. This email list will be your way to get back in touch with all your customers in case anything happens with your website or social media account.

How we launch your email campaign

1) Evaluate if you need an email service provider

First we link you with an email service provider (ESP) if you need one, to manage the email campaign. ESPs are not your typical Gmail or Outlook account. ESPs will assist us depending on the size of the email campaign. If it is a hefty campaign with a massive email list, then we will definitely need an ESP to handle the bulk messages.

To find out which ESP you need we ask the following,

  • What is your budget? Depending on your budget we will chose the ESP.
  • How often do you want to send emails, and what kind of emails? This will help us evaluate the amount of emails.
  • How many contacts do you have?
  • What is the design of emails you prefer?
  • Do you want auto respond email?

In the end, it depends on your budget and your preferences. We can work with you and find the perfect solution.

2) Email list

If you don’t have an email list and you don’t have a strategy to build an email list. We can offer strategies that will help you build an email list.

This includes creating a subscription form or a pop up on your website, and depending on your business we can come up with strategies that will help us create an email list online and offline.

3) Set up welcome email for new subscribers

Once we have a new subscriber, we have to engage with them. That is why we recommend setting up a welcome email. Our idea is to introduce your company and any value that will create a relationship with the subscriber such as a welcome discount, useful information, etc.

50 Thank You Email Subject Lines | eSputnik blog

4) Define the goal of the email marketing campaign

What do we want to achieve from this campaign?

Identify clear goals,

Examples of goals include:

  • Promoting a new product
  • Sending customers a discount code
  • Creating a flash sale
  • Wishing the customers happy holidays

5) Design a responsive emails

Create emails that automatically adjust their shape depending on what device they are viewed, computer or mobile.

Our email designers can create professional and creative designs for your email campaign.

6) Write the email

The goal is clear, the target audience is identified, and all that’s left is to write the email.

Our copy writers can write persuasive and engaging emails.

If you decide to write your own emails, keep in mind the following points:

  • What does the audience want? How can my service be useful?
  • Do not imagine you are writing to a group of people, imagine you are writing to one person only
  • Create simple short and clear paragraphs
  • Write in the way you speak, not like a robot.
  • Write catchy sentences near the beginning of the email.
  • Tell a compelling story.

7) Test emails before sending

We always test emails before officially sending them. It will be unfortunate if after all this hard work we send out an email that has mistakes in it.

When finalizing the ads we look out for:

  • Typos
  • Check that all the links function properly
  • Fix any text and formatting mistakes

8) Scheduling the right time for your campaign

Based on our audience research, we choose a time that makes sense. We cannot simply send emails at a random time.

We will identify a time when we believe that the majority of the users will be checking their inbox. There are certain days and times of the day when people will be more active on their email.

Furthermore, we can use online tools that identify to us when the customers are the most active, but the power of such tools will depend on the budget we are working with.

Monitor ad success

Depending on the budget and the tools we choose for the email campaign, we will be able to identify key metrics that will show us the effectiveness of the campaign.

We will be able to identify the metrics below:

  • Open rate: The amount of people who opened the email divided by the total number of recipients.
  • Click through rate: The number of people who clicked on a link in the email divided by the total number of recipients.
  • Unsubscribe rate: How many people unsubscribed divided by the total number of recipients.
  • Bounce rate: Amount of emails that failed to deliver
  • Soft bounces: Temporary issues such as the person’s inbox being full. Hard bounces: Permanent issues such as inactive email address.

Get started now!

What are you waiting for? You are missing out on the advantages of email marketing…

Contact us now to get in touch with an expert for free!

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