A Beginner’s Guide to Email Marketing

ByFalak Preet Kaur


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Are you looking to start with email marketing? Email marketing can seem intimidating and a hard nut to crack, but it’s worth all the effort. According to Statista, the number of global email users in 2022 was 4.26 billion, and this figure is set to grow to 4.73 billion in 2026. You see the potential, right?

Do not hold yourself back from stepping into email marketing if somebody says it is dead because it isn’t. It’s alive and kicking.

To help you understand it on an elementary level, I am going to share the nitty-gritty of starting with email marketing, something that I learned from the email marketing experts at Mailmodo. Read on!

Table of contents

What is email marketing?

Let’s start at the beginning.

Once you get that email address from your potential customer, it's time to shine because email marketing is one powerful channel to grab their attention and get that engagement and sales boost.

Simply put, email marketing is a direct marketing channel that uses marketing emails to promote your business and its products and services. It informs customers about new and upcoming products, offers, or other updates.

Email marketing is critical in increasing brand awareness, driving engagement, nurturing leads, and making a sale. You can use it to converse directly with customers about your brand stories, products, etc. Here are some terms related to email marketing that you must know before you start.

Email marketing glossary

Term Meaning
Email campaigns A targeted series of messages is sent to subscribers to achieve specific marketing objectives.
Call-to-Action (CTA) Specific instructions or prompts are included in an email that encourages recipients to take a desired action.
Key Performance Indicator (KPI) Measurable values that demonstrate how effectively a company achieves its key business objectives.
Sales funnel Visual representation of the customer journey, illustrating stages from awareness to purchase and guiding prospects through conversion.
Click-Through Rate (CTR) Percentage of email recipients who clicked on one or more links within an email.
Conversion rate Percentage of recipients who completed a desired action (e.g., making a purchase) after clicking on a link in an email.
Open rate Percentage of email recipients who opened a specific email out of the total number of recipients who received it.
Bounce rate Percentage of emails not successfully delivered to recipients' inboxes, categorized as "hard bounces" or "soft bounces."
Email layout Design and structure of an email, including the arrangement of text, images, links, and other elements.
Email template Pre-designed layout or format that can be used repeatedly for sending emails.
Send time optimization Analyzing data to determine the most effective times to send emails to maximize customer engagement and response rates.
AMP emails Interactive emails that utilize AMP technology to create dynamic and engaging email experiences.

How to get started with email marketing

Starting email marketing may sound like a lot to do at first, but the results will amaze you once you get started with it. If email marketing sounds like the right option for you and you don’t know where to start, here’s a step-by-step guide to help you send your first email marketing campaign.

Define goals for email marketing

Get a piece of paper and note down your priorities and the end goal you want to achieve with email marketing. Setting a strong goal for your first email campaign will help you stay focused and realistic. Stop and think about what you want to achieve with this particular campaign. Based on this goal, you can set KPIs that will help you measure the results you want to achieve.

email marketing goals

For example, if I want my audience to sign up for a webinar I'm hosting or a piece of content to capture potential customers, my goal would be lead generation, and the KPIs I would want to measure would be sign-ups or registrations.

Fundamental components necessary for email marketing

Before sending your first commercial email, you need people to send it to and a medium that will help you make this process easier and seamless. So, you have two prerequisites:

First, an email list:

A contact or email list is the first step towards sending your first email. That's obvious, right? There are two possible scenarios: you might already have an email list ready, or you want to build one from scratch.

If you already have an email list, consider asking yourself: did I collect these email addresses randomly? Or did I think it through?

If the first one is true, you might want to think again because that’s a bad practice. Your emails would normally return undelivered or reach people who don’t even want to hear from you. So, sending unsolicited emails surely is easy but not the best option. But hear me out; there are ways you can build an email list from scratch quite easily if you follow the right strategies.

🤓Learn from expert: Dan Oshinsky, Founder at Inbox Collective shares tips and tricks to build an email list:

Second, a reliable email marketing software

Once you have sorted out a clean email list of people who want to hear from you, it is time to choose an email marketing platform to help you send emails efficiently. Some popular email marketing software are Mailchimp, Klaviyo, and your very own Mailmodo.

Choosing an email marketing tool can be a long and tedious process. Here are some things you should consider before investing in an email marketing platform:

  • Ease of use
  • Unique features
  • Analytics and reporting
  • Customer support and service
  • Security
  • Pricing

If you are looking for an easy-to-use tool that offers everything you need to get started with email marketing, Mailmodo is the right pick. You might be thinking, why should you even listen to me? What makes me so confident about Mailmodo is its easy-to-use AMP email builder, which makes it super easy for you to create emails in minutes. Moreover, email automation and a single dashboard to measure your email performance can help you save a lot of time and effort.

Not convinced enough?

Razorpay increases survey responses by 257% with email marketing.

Whop’s automated email journey resulted in a 9% conversion rate.

Traya gets 15% abandoned cart recovery rate with email marketing.

Imagine your brand achieving similar success with email marketing. Email marketing case studies you can't believe.

Understand which type of emails to send

You can send different types of emails to your audience, but do you know which is best for you and your audience?

For example, as a content creator, you might want to send weekly or monthly email newsletters; if you are an ecommerce business, you would have to send emails to welcome and nurture them. You must decide which type of email you would like to send your audience.

Welcome email

Ideal for: Ecommerce stores, D2C, B2C brands

When to use: To welcome a new subscriber and provide them information or instructions to interact with your brand or service.

Helps in: Creating brand awareness, boosting customer loyalty, expressing gratitude, and creating the first impression

Interactive email twist: Add a calendar link or Calendly widget to set up an onboarding call.

Not relevant to Ecomerce - As interactive email twist

For example:

Promotional emails

Ideal for: All types of businesses

When to use: To highlight new products, services, or special offers to your customers.

Helps in: Increasing conversions and sales

Interactive email twist: Add a spin-to-win widget inside the email with offers and discounts that customers can spin and win.

For example:

Lead nurturing emails

Ideal for: B2B, B2C brands

When to use: To guide customers through the sales funnel with valuable email content and address concerns.

Helps in: Creating long-term relationships with customers

Interactive email twist: Include an interactive feedback form in the email to solicit opinions on your product or service.

Not relevant to lead nurturing emails - As interactive email twist

For example:

Feedback or survey emails

Ideal for: All types of businesses

When to use: A great way to gather customer feedback and concerns from your customers.

Helps in: Getting customers' viewpoint to further improve your products or services.

Interactive email twist: Add an NPS survey widget to your email and get a rating on your product or service.

For example:

Transactional emails

Ideal for: B2B, B2C, ecommerce stores

When to use: To send essential information about a particular transaction made by the customer.

Helps in: Sending confirmation or information to the customer about their purchase. Serves as a reassurance as well.

Interactive email twist: Ask customers about their purchase experience by adding a feedback widget inside the purchase confirmation email.

For example:

Newsletter emails

Ideal for: Content creators, B2B, B2C stores

When to use: To send updates about products and services, stories relevant to your business or service.

Helps in: Maintaining regular communication with your customers or subscribers

Interactive email twist: Use gamified widgets like whack-a-mole spin-the-wheel or interactive quiz to make the newsletter engaging.

For example:

While creating these emails, you might want to adhere to a guideline. You can use this guide as your ultimate checklist while working: email marketing best practices.

Start creating email marketing campaign

Coming over with the most important task and my favorite one, creating those beautiful emails for your audience or customers. If you want to send a successful email marketing campaign, make sure you are following these best practices:

📝 Craft compelling email copy

Your emails will mostly include text, and most people do not like reading too much. That's why crafting an email copy that captures the reader’s attention is of the utmost importance and requires creativity and strategy. Sending relevant content with a touch of creativity is always a good idea. Your email copy must be engaging and relevant to your readers and fulfill your own email marketing goals.

Design your email template

I love visually appealing elements in web content and emails, and most other people do, too. That is why the next important step is designing the email in a way that is accessible and enticing to read. The visual appeal of your email is as crucial as its written content. A well-designed email can significantly impact engagement and boost your email marketing efforts and conversion rates. Here’s what you should focus on while designing your email:

  • Email layout
  • Typography
  • Imagery
  • CTA buttons
  • Color

I learned the importance of visuals in emails when I started observing emails closely every day. It is extremely important to have at least a basic understanding of these elements when you are designing the emails. So, start observing more, it is the best way to build your knowledge.

♥️ Read my absolute favorite guide on email design, which I always come back to and refresh my knowledge.

✅ Use email templates

If you feel learning email designing and designing your email from scratch is too much work, you can start out with email templates. I tried email templates from Mailmodo’s collection of 300+ email templates and I’m still using it every now and then.

P.S. You can try them out for free.

Email templates are easily customizable so you can customize the templates according to your brand style, like colors, text, logo, font, etc.

Set up an email campaign

Once you have created your email, it’s time to add the details. Stay with me because this one’s super important. Your campaign details include the email subject line, preheader/preview text, and your contact list.

Your subject line and preheader text should crafted strategically. Why? Because that’s the first thing your audience will see, and the first impression is mostly considered the last. The subject line and preheader text should be interesting enough to grab the attention of your audience and make them want to open the email.

Use the curiosity gap in your email marketing. Curiosity gap = identification of new and valuable knowledge. The gap in the reader's existing knowledge compels them to click and read more. For example, in your subject line, don't say "today's crypto market" but say "Must read crypto analysis...from someone who lived 100 years ago.”

The preheader text is the first half of your email that shows up in the inbox. This text also has the potential to compel the user to want to see more. Make sure it is interesting and offers something to the user so that they are interested enough to open it.

After crafting compelling subject lines and preheader text, consider email segmentation. This involves categorizing your contact list based on demographics, behavior, or preferences. Tailoring your content to different segments ensures more relevant and personalized messages.

Schedule the email campaign

Once your email is ready, all that’s left is to schedule it to be sent to your audience. Don’t be so hasty with sending the emails. Use the send time optimization feature that analyzes and sends the emails to the individual recipients at the optimal time. You should also ensure that your emails are scheduled well in advance to avoid unnecessary delays and reach the right people at the right time.

Ideally, You should schedule emails according to the time your target audience is most active. But wait, how do you find that perfect time? Simple, by testing different timings.

Email scheduling days and times must be tested regularly to find the sweet spot of the highest open rates and CTRs. There's no correct answer, as it may change from season to season, business to business, and place to place.

Track email marketing performance

What’s the point of all the planning, creating, and scheduling when you are not measuring the results of your email campaigns?

It is important to keep an eye on email analytics to identify any issues and fix them on time. The email analytics dashboard of your email marketing software can give you valuable insights into how your email campaigns are performing using various email metrics.

email marketing metrics

You should focus on the open rate, click-through rate (CTR), bounce rate, unsubscribe rate, and email deliverability rate, among other email metrics.

Things you should consider

Email marketing needs investment, time, and effort. You must understand why you should or shouldn’t invest in it. Here’s a list of pros and cons to help you make up your mind.

Pros 👍

  • Budget-friendly
  • Direct communication with your target audience
  • Easy to collect feedback
  • Targeted communication (Segment and send according to psychography, preferences, and demographics)
  • Trigger emails (email automation)
  • Easy to track

Cons 👎

  • Email lists can decay
  • A competitive field
  • Possibility of technical issues
  • Takes time and effort to create and design templates

The future of email marketing - interactive emails

Emails are considered boring these days, and it's a competitive arena where there are tons of emails in your customers’ inboxes waiting to be opened. So, how do you stand out?

So, which email marketing strategy can you adopt? To stand out, you can use interactive emails to give your customers a seamless experience and make the emails engaging.

Mailmodo provides AMP emails where you can send interactive emails easily. Yes! Interactive emails! They will help you stand out and get more responses and conversions, just like Mudrex, an investment platform, which increased their webinar sign-ups by whooping 280% with Mailmodo. You can use widgets like feedback forms, surveys, games, and much more to get your customers’ attention and increase conversions.

So, what next?

For novice email marketers, you might need a simplified tool to help you create, track, and schedule your email campaigns without making them complex. In this case, Mailmodo is your best bet. Our no-code, easy-to-use email builder will help you instantly create beautiful, high-converting emails.

Not only does it provide interactive emails to give you an advantage, but you can also use this tool to write, design, schedule, provide marketing automation, and track emails all in one place. Mailmodo also comes with an AI subject line generator that helps you generate email subject lines if you often don’t know what to write. Learn all about Mailmodo’s features here.

Or, if you want to get started, don’t hesitate to book a call. Mailmodo’s email marketing experts. They are super helpful and friendly. 🙂

Frequently Asked Questions

The history of email marketing goes back to 1970, when Ray Tomilson sent the very first email. Businesses started leveraging this tool as a strategy in 1990. Due to its effectiveness in digital marketing, it has been popular since its birth.

Email marketing can be combined seamlessly with social media, paid ads, and other content marketing software to boost your brand visibility. Remember, the more the touchpoints, the more people you can reach.

Email marketing is one of the best marketing strategies to build and maintain good relationships with your customers, increase brand visibility, boost sales, promote your products and services, send updates and build overall customer loyalty by connecting directly to your customers.

Email marketing comes with various issues and challenges, including deliverability, maintaining engagement rates, spam filters, ensuring compliance with regulations, and surviving the competition in your subscribers' inboxes.

⁤Single opt-in is when your customer subscribes to your emails and is added to the email list, but no confirmation is sent to them. ⁤⁤On the other hand, double opt-in is when your customer confirms the subscription by clicking on the confirmation link sent by you. ⁤

What should you do next?

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