email marketing

What is Email Marketing? and It’s Strategy.

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types of email marketing
benefits of email marketing

There’s many as over 4 billion email online users, so if you’re searching for a way to reach out to your customers, email is a great place to start, In 2020, email had generated $36 for every dollar invested. Email marketing is ranked as one of the top three most prominent marketing channels by 79% of marketers. Email visitors are more likely to complete forms.

Email marketing is fundamentally a platform for customer relationship management (CRM). When used correctly, this application of consent marketing can give one of the highest ROIs of any online marketing activity. Simple terms, email marketing is a type of direct marketing in which commercial messages are delivered to an audience via electronic means. It is among the oldest and most effective digital marketing strategies.

Also read about 7 types of Digital Marketing.

The strength arises from the belief that it is:

  • Extremely cost efficient due to low cost for each contact 
  • Highly targeted 
  • Mass customisable 
  • Fully measurable

Moreover, email marketing’s main feature has been that it takes the advantage of a customer’s most frequent Internet touchpoint – their inbox. Email marketing is a useful tool for cultivating relationships with both current and prospective customers. This must ensure maximum engagement and worth of these customers, resulting in a higher return on investment. Email is being used for more than just retention; it is also being used for acquisition, smartphone strategies, and even social media platforms.

What is Email Marketing Strategy?

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benefits of email marketing
what is email marketing

The first step in every email campaign should be to plan out the aims of the project. Email marketing  then can be used to help you reach your marketing objectives. Email marketing, like all tactics, should be considered and compared with your business operations, marketing, and digital strategy. Also read about Best Digital Marketing Strategy Framework.

Step-by-step process of Strategy

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email marketing strategy
types of email marketing

A genuine opt-in database is required for a business to run a successful email campaign. This dataset – the list of subscriptions who have agreed to receive marketing emails from a company – is by far the most valued thing of an email campaign.

All recipients of emails must explicitly grant permission.

Companies that take advantage of this risk jeopardising their reputation, and in many nations, lawful action could be taken against companies that send unsolicited bulk email, also known as spam.

It is essential to record the permissions that are created for each user – a time stamp is an important part of the information capture and opt-in process, and it protects you from spam people complaining and potential legal action.

Spam is an unsolicited bulk email, that also means that the receiver has not given permission for that email to be sent to them. It is estimated to account for 72.1 percent of all email.

The database need have only one entry – the prospect’s email – but the following should also be considered: 

Name, surname and title 

Date permission granted 

• Source of permission 

• Gender 

• Country 

• Telephone number, preferably mobile

• Date of birth 

• Frequency (how often they’d like to hear from you

Name, surname, and title fields must be kept separate in your database. You should also collect a prospect’s date of birth rather than their age – this ensures that having a good database is kept up to date.

However, resist the urge to request more information than is necessary. The more details a marketer can collect, the superior he or she will be able to tailor marketing messages. Therefore more details a prospect is required to provide, however, the less likely they seem to be to sign up. More information can be asked at any time.

Here are a few best practise sign-up form tips:

• Place the sign-up form prominently – well above fold on just about every page.

• Be explicit about your anti-spam stance, and make it clear that you value your subscribers’ privacy.

• Clearly state the purpose for which the subscriber’s information will be used.

• Make a strong call to action.

• Inform subscribers about what they will receive and how frequently they will receive it. Include a statement about the benefits.

• Check the syntax of the email address to ensure it is correct.

• Experiment to see what is best suited!

Every interaction has the potential to be used to request permission to send emails.

• Give them something valuable in exchange for subscribing to your newsletter (for example, PDFs , gift voucher, discounts).

• Include a subscribe box in your retail site’s checkout process.

• Make use of interactions at trade shows to collect email addresses.

• In the store, request email addresses.

• Promote your email campaign on social media and include a link to your signup form.

Designing an email

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email marketing

Emails must be created and viewed in HTML for desktop computers and the majority of mobile devices. Simple text emails are required for simpler phones. Text emails are those that are small and simple – text only, as the name implies.

You will be creating a text file if you’re using a Windows operating system and open Notepad and type in it. Because these are only text, the copy is extremely important. 

HTML emails have more complicated designs. Images, different fonts, and hyperlinks may be included in these emails.

Considering that HTML email messages are generally slower to download and consume more connection speeds, you should give your subscribers the option of viewing your email in plain text or HTML.

Parts of an email.

1. Information about the sender:

This includes the fields ‘to,’ ‘from,’ and’ reply to.’ These are possibilities to develop a relationship by instilling a sense of familiarity. In other words, the reader must believe that the newsletter is one-of-a-kind and was personally delivered by the publisher.

2. Subject line:

The subject line of an email is the most important part! Subject lines assist the reader in recognising the email and entices them to open it. Consistent subject lines that include the name of the company and the newsletter edition can help readers build familiarity and sort their inbox. Subject lines also should reflect the email’s content.

3. Pre header:

A pre header is a line or two of text that appears above your email’s header. Most of the time, it’s the line of message that will take you to ‘View online.’ With so many people viewing emails on mobile devices, the pre header is also an excellent place to direct them to the smartphone of your email.

4. Header:

The header is just the colourful banner or image that appears at the top of many emails. This frequently includes the logo, which really is essential for branding, and also a CTA or image to catch the recipient’s interest. Not that every email might have a header, they do add impact.

5. Personalised greeting:

It is possible to personalise the email greeting by using a database that can store readers’ names. “Hello, Kim Morgan” elicits far more responses than “Dear Valued Customer.”

6. Body:

This is where the email’s content will be placed. Avoid using quite so many images; they can affect the volume of the email and obscure text when images fail to load. Make certain that the text is not on the image, but can be read without the need for an image to be loaded. The structure must make it easy for readers to scan and navigate the email. A well-structured email includes short paragraphs, emphasis through bolding and colours, and information sectioning with bullets and borders.

7. Footer:

A normal footer for emails helps to maintain consistency and is the traditional location to keep the contact information about the company sending the email. Or at the least, this should include the company’s name, physical address, and contact email. It may also include the sender’s privacy policies.

8. Unsubscribe link:

In many countries, all commercial emails must include an unsubscribe link. In terms of best practices, you must include a link for managing subscription preferences – this allows the recipient to choose which emails they receive from you rather than opting them out of all of your email marketing.

Creating content for Email

Email content that is relevant and valuable to readers is vital to ensuring the success of an email marketing campaign. Valuable content is informative and should address the problems and needs of readers. It is important to realise that the reader determines the value of the content, not the publisher.

Newsletters can offer: 


• Research 

• Information 

• Promotions 

• Exclusive content

Determining the content of your email is an important element of your overall brand content strategy. Any copy written for your brand should follow a predetermined brand voice guide. Consistency is important and will dictate how your customers trust and build a relationship with your brand. 

The principles of writing good online copy apply. You should start with the most important information first, and make sure that your language is scannable (meaning that it makes use of the appropriate formatting, such as bolding and bulleted lists). 

It may be helpful to review the Writing for Digital chapter at this stage, but there are two elements that are important to highlight with respect to writing for email marketing.


Email marketing is a type of direct marketing that has the highest return on investment of any digital marketing tactic. It is:

• highly targeted and customizable

• affordable

• simple to set up, test, and track

Obtaining clear and specific permission to send email marketing to a person is a requirement for effective email marketing. Once you have this permission, you can view all emails sent by an individual and the organisation within that organisation as marketing opportunities.

Email marketing success necessitates strategic design and testing. Before being deployed, HTML emails should be tested across a variety of email clients and for a spam score.

Every email sent to a list of subscribers must include a simple and easy-to-find unsubscribe link. Make sure to follow your country’s email marketing regulations.

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