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As a digital marketing strategy, email marketing is one of the most direct and effective ways to communicate with your contacts, allowing brands to nurture leads and turn them into loyal customers.

Email marketing campaigns can include commercial, educational or informative content, and personalisation plays a key role in their success.

Compared to other marketing channels, email marketing has low costs and one of the highest returns on investment (ROI).
You can learn more in our article: “4 Best ROI Digital Marketing Strategies.”

What is Email Marketing and why is it important?

Email marketing is much more than sending mass emails.

It is the process of delivering personalised messages, at the right time and to the right person, helping brands inform, engage, build trust and increase sales.

When properly implemented, email marketing helps:

• Strengthen customer relationships

• Increase brand loyalty

• Generate recurring sales

• Nurture leads throughout the sales funnel

That’s why it remains one of the most powerful digital marketing channels.

How to get started with Email Marketing

1. Build and grow your email list

Before launching campaigns, you must have an active subscriber list.

This is usually achieved through lead magnets — valuable content offered in exchange for an email address, such as:

• eBooks

• Templates

• Whitepapers

• Case studies

• Practical guides

• Discount coupons

Also, make sure subscription forms are strategically placed across your website.

2. Use an Email Marketing tool

As your database grows, manual email sending becomes unmanageable.

Email marketing platforms allow you to:

• Automate campaigns

• Segment audiences

• Personalise messages

• Track performance

• Create automated workflows

Popular tools include:

• ActiveCampaign

• Drip

• ConvertKit

• AWeber

• GetResponse

• Mailchimp

• Sendinblue

• Omnisend

The best choice depends on your business goals and automation needs.

3. Segment your email list

Segmentation is essential for campaign success.

It consists of dividing contacts into smaller groups based on:

• Demographics

• Interests

• Website behaviour

• Purchase history

• Engagement level

This ensures the right message reaches the right person at the right time, significantly improving open and conversion rates.

4. Choose the right content

Before creating campaigns, define:

• Your objectives

• Your target audience

• The type of message

Email marketing tools allow dynamic content, adapting text, images and offers according to each segment.

Effective email content may include:

• Blog articles

• Company news

• Promotions and sales

• Customer testimonials

• Exclusive offers

• Important announcements

Always stay consistent with your brand voice and identity.

5. Use automation

Email automation allows messages to be sent automatically based on user actions, such as:

• Newsletter subscription

• Content downloads

• Page visits

• Cart abandonment

• Purchases

Automated emails significantly increase engagement by delivering real-time, personalised communication.

6. Clean your email list regularly

Maintaining a healthy database is crucial.

Cleaning your email list involves:

• Removing inactive contacts

• Deleting invalid addresses

• Excluding unsubscribed users

This helps improve:

• Open rates

• Deliverability

• Domain reputation

Conclusion

Email marketing remains one of the most effective digital communication channels, offering personalised, one-to-one communication with excellent ROI.

If you haven’t started yet, now is the perfect time to include email marketing in your digital strategy.

Need help defining or implementing your email marketing strategy?

👉 Talk to Link37 — our team is ready to help.