Email Marketing: What? Where? How?

The title may seem a little dramatic to you. Like in suspense movies. But, trust me, Email Marketing isn’t full of suspense at all. It is a simple and understated way in the marketing realm to help you get the maximum results out of your marketing campaigns. Did you know that the concept of Email marketing evolved in the late 1970s, precisely in 1978 by Gary Thuerk, a Marketing Manager at Digital Equipment Corp. And in 1991, when the world was introduced to the idea of the internet, Email marketing evolved and as they say, rest is history!

Enough about the history, let’s talk about the future. It is expected that Email marketing is likely to incorporate Artificial Intelligence for better prospects. Not only AI but Animated tools will also be incorporated in Email marketing in the future. If you are confused about where to start and how to do Email marketing, this blog covers all. Read on to find out.

Basic Beginnings: What Is Email Marketing?

Email Marketing is a component of digital marketing. In technical terms, email marketing is a robust medium in the world of marketing. It is a direct digital marketing channel that uses email to boost your product, services, or new launches. It helps in educating your customers about the new offers and discounts you give by combining them into your marketing endeavors. Email marketing assists in the marketing strategy of your company by enhancing your lead generation, brand awareness, forming better customer relationships, better customer engagement, among other things through regular emails.

According to a survey, email marketing provides with most profitable returns in marketing mediums. An average return of investment is 42 dollars for every dollar invested (DMA 2019).  Now that’s a lot of return! See, a simple yet profitable way to market your brand. 

Getting Started With Email Marketing: The Working Process

Before getting started with how it works, let’s get to know more about the types of Emails used in marketing. Email marketing broadly involves two types:

  1. Promotional Emails: Let us assume you are about to launch your product X and your potential customers should know about it without searching. That’s when Promotional emails come. They are used to promote particular types of products or services. They can educate the subscriber about your new offers, discounts, a webinar, or anything related to your product. They are in Email Marketing Campaigns that usually send 3 to 10 emails per week to a particular user or subscriber. Their CTA(Call-To-Action) is very specific, for instance, your customers want to visit your webpage or buy your service directly through the link provided in the email. 
  2. Informational Emails: As the name might suggest, they provide information about your product or service to the users. For example, if your website declares a sale for a particular week or day, your customers might be interested in that. In such a scenario, these emails will help a lot. They can be of two types:
  3. Newsletters: It is a letter sharing news about your business with your customers, hence the name newsletter! It is sent according to a business schedule like once a month, weekly, once a fortnight, etc. They help you in maintaining consistency with your subscribers. 
  4. Announcements: They are emails that inform your customers about your newly launched products or services that might interest them, and also about upcoming sales and discounts, offers, etc. 

How Does It work?

Now let me tell you how it works. You must have heard about ESP or Email Service Provider that enables you to send marketing emails. It is inherently software that allows you to manage your email marketing campaigns. It is more effective than your regular email provider as it allows you to send mass emails with good bandwidth. It also has more design options to check out. And obviously, professional things are always better when it comes to marketing! Hence, the basic thing to have for email marketing is ESP software. Next comes the Email List of your interested subscribers who opted for receiving your Emails. Whenever a new person comes to your landing page, blog, website, social media, etc. the interested customers fill up the pop-up forms for receiving emails from your brand. This helps you to build up your email list. 

So you see there aren’t many steps involved in it. Just two things you need. A good ESP and your Email list, and you are all set!

Some Tips For Effective Email Marketing

Going through the blog, you must have acknowledged the importance and relevance of email marketing for your business. It has many benefits and helps you to get brand recognition internationally. So you need to use it effectively. Here I enlist some of the things that you can follow to get the most out of your email marketing campaign. 

  • You need to make strategies according to the size of your business. If you are a big, micro, medium, or small enterprise. Segmentation and Marketing are important aspects you can look into while devising strategies for email marketing.
  • You must learn to target your audience through email marketing as it would ensure that your product or service reaches the right audience. 
  • Customer experience through email marketing is also an important thing to pay attention to. It helps you in determining how your users perceive your brand. 
  • It is bound to improve the digital customer experience all the more through personalized emails and user-friendly approaches.


Email marketing is a sure shot way to increase your chances of getting more revenue. You must strategize it to ensure the optimum growth of your business. Remember, in the blog where I said, “professional things are always better when it comes to marketing”. Hence, for effectiveness, you can hire a digital marketing agency adept at Email marketing. 

It’s so easy and fun! Begin now, and get your desired ROI. 


Author Bio

Rakesh Bisht – Lead generation expert at LeadMuster. As a passionate heart, he writes avidly about digital marketing (SEO, SMO, PPC, Content Marketing, Email Marketing etc.) and mobile app development trends and shares his opinion on subjects to spread awareness.


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