What is Email Marketing?

Email marketing is a digital marketing strategy that involves sending targeted, personalized messages to a group of recipients via email. These messages can range from promotional offers and newsletters to event invitations and product updates. Email marketing is a highly effective tool for businesses to engage with their audience, nurture leads, drive sales, and build brand loyalty.

How Does Email Marketing Work?

  1. Building an Email List: The first step in email marketing is to build a list of subscribers who have opted in to receive emails from your business. This can be done through website sign-up forms, lead magnets, social media, or other channels.
  2. Creating Compelling Content: Once you have a list of subscribers, the next step is to create engaging and relevant content for your email campaigns. This could include promotional offers, educational content, product updates, or exclusive discounts.
  3. Segmenting Your Audience: Segmenting your email list based on factors such as demographics, interests, or past purchase behavior allows you to send targeted messages that resonate with specific segments of your audience.
  4. Designing Eye-Catching Templates: Designing visually appealing email templates that are mobile-responsive and aligned with your brand identity can help increase open and click-through rates.
  5. Automating Campaigns: Email marketing platforms offer automation features that allow you to set up automated email sequences based on triggers such as sign-ups, purchases, or website visits. This helps streamline your marketing efforts and deliver timely messages to your subscribers.
  6. Measuring Performance: Tracking key metrics such as open rates, click-through rates, conversion rates, and ROI allows you to assess the effectiveness of your email campaigns and make data-driven decisions to optimize future campaigns.

Benefits of Email Marketing

  1. Cost-Effectiveness: Email marketing is one of the most cost-effective marketing channels, requiring minimal investment compared to traditional advertising methods.
  2. High ROI: Email marketing consistently delivers a high return on investment (ROI) for businesses, with studies showing an average ROI of $42 for every $1 spent.
  3. Direct Communication: Email allows businesses to communicate directly with their audience in a personalized and non-intrusive way, fostering stronger relationships and customer loyalty.
  4. Targeted Reach: With email marketing, you can target specific segments of your audience with tailored messages, increasing the relevance and effectiveness of your campaigns.
  5. Scalability: Whether you’re a small startup or a large enterprise, email marketing can scale to meet your business needs and grow alongside your organization.

Best Practices for Email Marketing

  • Personalization: Personalizing your emails with the recipient’s name, past purchase history, or other relevant information can increase engagement and conversion rates.
  • Clear Call-to-Action (CTA): Including a clear and compelling CTA in your emails encourages recipients to take the desired action, whether it’s making a purchase, signing up for an event, or visiting your website.
  • Mobile Optimization: With a growing number of people accessing emails on mobile devices, it’s crucial to optimize your email templates for mobile responsiveness to ensure a seamless user experience.
  • A/B Testing: Experimenting with different subject lines, email content, and CTAs through A/B testing helps you identify what resonates best with your audience and improve campaign performance over time.
  • Compliance: Ensuring compliance with email marketing regulations such as the CAN-SPAM Act and GDPR helps build trust with your subscribers and protects your brand reputation.


Email marketing remains a cornerstone of digital marketing strategies for businesses of all sizes and industries. By leveraging the power of email to deliver targeted, relevant messages to your audience, you can drive engagement, increase sales, and build long-lasting relationships with your customers. With the right strategy, content, and tools in place, email marketing can be a highly effective and valuable asset for achieving your business goals.


You could use something like a Yahoo! or Gmail account, however you don’t get any metrics using that (i.e. open rate, click thru), and those platforms may suspend you when trying to send out an email to hundreds of contacts.

Instead you want something like ActiveCampaign, MailChimp, or a similar tool that is designed to be sent to the masses.

That’s completely up to you.  I’ve seen as few as five people in a list, and as many as 100,425 in a list.  So long as a contact doesn’t opt out or mark your email as spam, you’re ok.

Yes!  Most UI (user interface) tools are a drag ‘n drop, meaning you can ‘drag’ an element from the menu and ‘drop’ it anywhere within your email design.