How does Email Marketing work?

As a digital marketing strategy, email marketing is the most direct and effective way of connecting with your leads, nurturing them and turning them into loyal customers. Email marketing messages vary between commercial, educating and informative content, while personalization is the key to successful email marketing. But how does email marketing work and how to do email marketing?

Compared to other marketing channels, email marketing costs very little and the return on investment in email marketing is one of the most promising. Read more in our article “4 Best ROI Digital Marketing Strategies!”  

Table of Content:

    • How to get started:
    1. Build and grow your Email list
    2. Use an Email marketing tool
    3. Segment your email list
    4. Choose the right content
    5. Use automation tasks
    6. Clean your email list to improve Email open rates

Email marketing is more than just sending out various emails to customers and prospects. As a part of direct marketing, it is the process of sending personalized emails at the right time and to the right person. Email marketing can be used to deliver important information, improve brand loyalty and to increase sales, which makes it an important part of the sales channel.

Email marketing is beneficial because it is fast, efficient and comes along with low costs. A successful email marketing strategy will allow you to reach out to prospects and existing customers, by reminding them of the value or benefits they can get from your business. This can include products, services, blog posts, or other relevant content for your audience. There are various advantages of email marketing, read more in our article “7 Reasons to bet on Email Marketing”.

Wondering how to do email marketing? No worries we are here to help you! Email marketing consists of essential steps and tasks to consider, here is how to get started with your Email marketing campaigns:

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Starting out with email marketing campaigns, requires one necessary condition which is to have a list of active subscribers. To grow your email list, you need to attract people with a compelling offer called “lead magnet”. A lead magnet is something valuable that you give away for free in exchange for an email address, like templates, ebooks, white papers, case studies, a cheat of tips or resources, coupons, etc. The list is long, and it doesn’t have to cost anything.

Besides giving incentives when publishing great content on your site, consider also having the signup button in the right places on your webpage to make subscription easy.

How does Email marketing work? In some cases, email lists are big and sending out personalized emails becomes more and more challenging. An email marketing software can help you to automize and keep track of your email marketing campaigns. There are many platforms you can use either for free or with a subscription, depending on what type of functionality you prefer:

The best free ones are:

Depending on what your business will demand, you can decide in either investing in full paid packages or free subscriptions with limited functionalities.

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In order to make sure that your email campaigns address the right people it is critical to segment your subscribers. Segmentation is the process of breaking your subscribers into smaller groups based on specific criteria to reach the right person with the right message at the right moment. This will lead to a more successful campaign with a higher conversion rate and increases email open rates, as you are sending relevant content based on demographics, interest and behaviour.  

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Before starting any marketing strategy, the necessary steps are setting your goals and identifying your audience to create personalized content and sending out the right email.

With email marketing software, you can easily customize your emails with dynamic content, inserting the subscriber’s name, changing the images and text depending on each customer and segmentation attribute. Email marketing is more customizable than most of the other advertising forms.

Creating your email content don’t forget to stick to your brand voice, colours and other important brand identity features. There are different types of email marketing campaigns using various content forms. Examples of email content can include:

  • Links to articles on your website
  • Customer testimonials
  • Information about new promotion or sales
  • Important announcements
  • Coupons and deals

You can use your message also to simply remind existing customers that your brand exists, stimulating them to come back to your website.

Email automation also referred to as triggered email or behaviour-driven email, is any message that is automatically sent from your email service provider as a response to any action taken from your subscriber.

Automated emails allow you to send real-time and one-to-one messages that increase customer engagement and retention. It allows you to follow up with individual customers or prospects and send user-specific messages. This is done by creating complex automation workflows and conditional statements within email messaging.

Cleaning your email list involves removing inactive and inaccurate data from your email database. You can either clean your email database manually or automatically by choosing a valid time frame, in which you consider a subscriber inactive. Additionally, you will have the chance to remove anyone who has unsubscribed from your list, to have a pure list of users who are still interested in receiving your emails.


Now, you know how email marketing works and how to get started with email marketing campaigns. If you have not started your campaigns yet, it might be time to reconsider your strategy and include one of the most effective online communication channels. Today email marketing is delivering a personalized one-to-one message with a high return rate and helps you following up with your prospects and existing customers. You need help to find the right email marketing strategy? Contact us and we will help you!

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