What Is Email Marketing and How Does It Work?

What Is Email Marketing and How Does It Work? Definition, Tools, & Best Practices

This beginner’s guide will explain exactly what email marketing is and how it works. By the end, you’ll have a solid grasp of the basics along with the know-how to launch an effective email marketing strategy for your business. ?

Email marketing is the most profitable and cost-effective direct marketing channel, generating an average return on investment of $42 for every $1 spent (DMA, 2019). 

For this reason alone, email should be a key pillar of your digital marketing strategy. Not doing any email marketing is like leaving money laying out on the table. ?

But if you’re a bit confused about where to start, that’s totally normal. Email is a vast discipline. It’s easy for beginners to get lost in a sea of tools, techniques, and terminology.

To learn more, stick around for everything you need to know about email marketing:

What is email marketing

Why your business needs email marketing in 2022

How does email marketing work

How to start email marketing: tools and tips

How to launch your first email marketing strategy in 8 steps

10 strategies for successful email marketing

What Is Email Marketing?

Email marketing is sending commercial emails to a list of contacts who have given their express permission to receive email communications from you.

You can use email marketing to inform your contacts, drive sales, and build a community around your brand, like with a newsletter.

Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. ? This may sound time-consuming, but marketing automation does the heavy lifting for you.

Examples of different types of emails in marketing

Emails can be promotional, informational, or serve a specific purpose in the buyer journey.

Email marketing campaigns are used to promote special offers, new product releases, gated content like ebooks and webinars, and your brand at large. A campaign could consist of 3 – 10 emails sent over several days or weeks. 

Promotional emails have a clear call-to-action — or CTA, for short. The CTA represents the specific action you want the reader to take, whether it’s visiting a page on your website or using a coupon to make a purchase. 

Your business’s sales and marketing rhythm should determine the frequency of this type of marketing email. ⏱️ During crucial periods like Black Friday, you may be sending multiple promotional emails in the same 24-hour period. During slower periods in the marketing calendar, there may be a few weeks between your promotional campaigns.

Mohammad Zubair Shaikh

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