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The Ultimate Guide to Email Marketing: 11 Steps and Tips for Success

The Ultimate Guide to Email Marketing: 11 Steps and Tips for Success

Email marketing is a great way to engage with your customers and increase sales. Whether you are an ecommerce store, a B2B company or just want to keep in touch with your current customer base, email marketing can be the answer for you. It’s important to have an effective strategy before diving into any campaign or else it could lead to wasted time and money. To help you avoid these mistakes we’ve compiled 11 steps that will give you the best chance of success!

What is Email Marketing About?

Email marketing is a term that refers to the sending of promotional emails to people who have agreed to receive them. But what does this mean? Essentially, it means promoting your company or brand through email. Email marketing is one of the oldest digital marketing methods around and has been used by companies since the early 1990s. 

It’s also one of the most cost-effective ways to reach your target audience and build customer loyalty

Who Should Use it and Why?

Email marketing is a great way to reach your target audience. Whether it’s for the launch of a new product, or just to send out updates on what you’ve been doing lately, email marketing can be an effective and affordable means of getting your message across. 

Types of Mails

There are many types of emails that can be used for email marketing, but there is a difference between each type. The most popular are general business messages and promotional messages, which includes offers and discounts.

Some companies use transactional emails to send receipts or confirmations. Other companies use newsletters to provide customers with updates on new products.

The Welcome Email

One of the most important mails is your “welcome” email which sets up the expectations for all future communications with your audience.

You don’t have to put in much here, just a few lines to say welcome, here is x that you signed up for and keep an eye out for y (or z each week / month).

Product Updates and Specials

Product updates and specials emails can be an excellent way to keep your customers engaged. Keeping in touch with them on a regular basis will not only remind them of who you are but also what you offer.

You may even find that these emails could lead to new opportunities! Bloggers, for example, often share their content with readers via email because they know it will have higher chances of being read. It’s worth noting that the tone used when writing product updates and specials mails is important too:

if your company has a friendly yet professional tone then this should come across in the emails as well

Customer Service

“I have a question.” “What is it?” “Can you help me? I’m not sure what to do.” “Oh, of course! What’s the matter?”  This is how many conversations with customer service representatives start.

We are all just trying to get through our day and sometimes we need some help from others. Customer service emails are important because they provide a quick way for us to communicate and get questions answered so that we can live our lives free of stress.

Newsletters for Your Customers

Newsletters are an important tool for customer engagement. They provide a way to stay in touch with your customers and get them excited about the products you have.

Newsletters can also be used as a marketing tool to promote new products or services, announce sales, or share information on upcoming events.

Did you know that newsletters produce the highest return on investment of any other marketing tactic? If you’re serious about retaining clients and increasing revenue, it’s time to start investing in your mailing list with professional newsletters!

Social Media Promotions

When you are running a business, it is essential to make use of any and every marketing tool at your disposal.  This includes social media promotions mails.

These mailings can be sent out to people who follow your company page on Facebook or Twitter, as well as those who subscribe to your newsletter or blog.

They often include coupons for special deals that are only available through the mailing or other exclusive offers.

11 Steps for a Successful Email Campaign

An email campaign is a planned series of emails that are sent out over time to potential clients or customers with the goal of increasing sales via direct response. There are several different types of campaigns, but one thing they all have in common is that they require a lot more coordination than traditional advertising methods like print ads or billboards. 

Let’s break down what goes into an effective campaign so you can get started on yours right away!

Step One: Define Your Target Audience

Every email campaign should start with defining your target audience. Who do you want to reach? The answer is different for every company, but it’s important to know who you are targeting in the first step of any marketing strategy. This will help guide which type of content and offers would be most beneficial to that particular person.

Step Two: Choose the Right Frequency

Next, you’ll need to decide how often your customers will receive emails from your company. There are many ways of implementing this – but it really depends on what type of business you have and who is being targeted with each campaign. A good rule of thumb is to send emails at least once a month.

Step Three: Collect Emails

Before running any type of campaign you’ll need to have an email list, but what kind? You can use an opt-in form on your website or another social media page if people are visiting those pages often. A good way to get more targeted leads is to offer something in exchange for an email, like a free eBook or other lead magnet. You can also purchase marketing lists from different vendors – but be sure you are getting the right type of list before making any purchases!

Step Four: Create Content

Now that your audience is targeted, and you have some emails on hand it’s time to create content for your email campaign. It’s important to have a varied type of material to engage with different types of people and not just one specific type you would reach through other channels like social media, the “About Us Page” or blog posts.

Step Five: Personalize Your Emails

email campaign

We’ve all gotten those mass-emails from companies before and they are about as effective if you didn’t want to buy anything, right? To stand out from the rest it’s important that your emails contain a personal touch. It doesn’t have to be much – just make sure there is some type of connection between you and the reader.

One way to do this is by including a person’s name in the email. There are also many different types of content you can use and some ideas for personalizing your emails are:

  • A welcome email to new members or prospects
  • An update on what happened since their last interaction with you
  • Tips to make an experience better (shipping, customer service etc)
  • A special offer for an item they’ve been eyeing on your site or something else that will be of interest to them.

Step Six: Use Personalized Subject Lines

It’s also important to make sure the subject line is personalized to increase a person’s chance of opening it and reading what you have included.

A good rule of thumb is to use the name of the person or company in your subject line. For example: “Delivery from Amazon for John Smith” would be an effective way to grab someone’s attention!

Or you can go even further and include a personalized offer just for that individual – like a discount code they’ve been eyeing or a coupon for their favorite product.

A subject line is the first thing someone will see when they open your email so make sure it’s effective and enticing!

Step Seven: Create Your Email Template

Now that you have all these great ideas to include in your campaign, what template should you use? There are many different types of templates to choose from but there are a few things you should always include in any email marketing campaign:

  • An opening line that will grab someone’s attention
  • A personalized offer or promotion for the customer – use their name!
  • “Last chance” type deal near the end of your emails to give people incentive
  • A sign-off at the end that includes a personal touch

The best templates will include all these things to keep people reading and help them see your email as something they want to open. There are many different types of templates available but if you don’t feel confident in designing one on your own, try using an online template designer! It’s a great way to get started and will give you a good idea of what should be included in your emails.

Step Eight: Create Your Campaign

Now that you have an email template, it’s time to create the campaign! Here are some tips for making sure your campaign is successful:

  • Focus on people who want something from you or are already customers
  • Get your prospects to think about themselves, not you
  • Use a promotional offer that is personalized and something they would want but will make it seem like this is the only time they can do it
  • Give people incentive for taking action by ending on a “Last Chance” type deal or other promotion where they can take advantage of something before it’s gone
  • Make sure your email is personalized and relevant to that individual or company
  • Include a personal touch at the end of your emails so people know they are important to you

You’ll want to include all these things for your campaign to be successful!

Step Nine:  Run Your Campaign

Now that you have your email template, content and campaign set up it’s time to send out! Here are some tips on how to do this effectively:

  1. Use a marketing automation tool if possible – it will give you a way better chance of staying organized because the emails can be scheduled in advance. This is where your email template is most important because you can schedule when it will be sent out and to who.
  2. When sending an email, make sure there is only one major call-to-action that fits the campaign – for example, if you are running a sale on shoes in your store then ask people to visit your store or shop online, but don’t ask them to visit your store AND like you on Facebook. It will be too confusing, and they might not do either!
  3. Send out emails every few days or weeks, depending on the type of campaign – this way people are more likely to see it when they need it most instead of being bombarded by a bunch in one day
  4. Post newsletters to your social media pages, website, and blog
  5. Promote the emails on other social networks if possible – share them with friends or followers and ask people to sign up for more!
  6. Give away a prize every so often in exchange for someone signing up for your email list. This is a great way to boost your email list and reward loyal followers.
  7. Keep in mind that not all emails work for every company, so experiment with different types until you find the one that works best!

Step Ten: Follow Up with Your Prospects

Now that they have subscribed to your campaign, follow up with them periodically! This is a great way to keep them interested and engaged with your brand or company. Here are some tips on how to do this:

  • Be sure that you have a clear unsubscribe button at the bottom of every email – sometimes people might sign up for an email campaign but then change their minds later, so always make it easy
  • Include links in newsletters and emails that connect to other social media profiles – this is a great way to keep people interested and engaged with you
  • Send out reminders about your special offers or sales, but only when they are relevant
  • Don’t be afraid to ask for feedback! What could make the campaign better? If someone unsubscribed from an email list what went wrong?
  • Only include one call to action in an email at a time – this is especially important if you send emails out on a regular basis because people won’t know what they should do next.
  • Provide clear instructions for how to unsubscribe from your list or remove themselves from the campaign if desired

Step Eleven: Test and Refine

This is a key step in the process that many people forget about – don’t just send out emails and cross your fingers! It’s important to test them before you launch so make sure they work for everyone. Here are some ways to do this:

  1. Use a marketing automation tool with templates, tags, and SEO integration
  2. Use an email marketing tool to track your open rates and click through rates
  3. Create a short list of people who might be interested in the campaign before you send it out so that they know why they are receiving this email. This will help increase the chance of them reading, opening, or clicking on it!
  4. Offer a free downloadable resource or lead magnet in exchange for subscribing – this will help you collect more emails and attract new customers.
  5. If possible, set up an autoresponder so that people who subscribe could receive another message about your company right away. This can be especially valuable for welcoming new subscribers.
  6. Consider the best time to send emails – if you know that your customers are more likely to read an email on Monday morning, then don’t set up a campaign so that it sends out at midnight!
  7. Try and keep all your campaigns as consistent in tone, format, and language as possible – this will help you keep your brand identity!
  8. Don’t forget to segment emails into categories based on the customer’s interests or needs.
  9. Make sure that all your call to actions is clear and easy for customers! This includes using button colors that stand out so people know what they should do next.

Tips for Successful Campaigns

What’s the secret to email marketing success? It’s not so much about what you say, but what you don’t. Don’t send emails too often, and don’t be afraid to use a little humor!

And of course, always keep in mind that your goal is to make the customer feel valued. If they do,

they’ll return for more great products from you!

Write a compelling subject line

The subject line of an email is the first thing that someone will see when they open the message, so it’s important to make a good impression. Your subject line should be relevant and concise to grab your reader’s attention.

Here are some tips for writing compelling subject lines:

  • Use numbers or statistics as a way to get people interested in what you’re sending them. For example, “5 Reasons You Should Join Our Newsletter.”           
  • Make use of humor if appropriate. For instance, “If This Email Doesn’t Get You Laughing, I’m Doing Something Wrong” could work well with content aimed at comedy fans.      
  • Let readers know why this email is worth reading before they even click on i.t For instance, “You Won’t Believe What We Just Found!”
  • Speak to your audience. Phrases such as “This one’s for the ladies who lunch,” or use of a person’s name in an email might grab their attention and make them more likely to open what you’re sending.

Engage your audience with an interesting offer

There are so many ways you can engage your audience with email marketing! Here are some of them:

The first way that you can improve engagement is by including an interesting offer or incentive to entice people to sign up for your mailing list. For example, you could give away a free eBook on how to optimize their website for search engine optimization (SEO) if they provide their email address and agree to be added to your mailing lists. 

Another great strategy is personalizing emails based on what content was viewed or downloaded from your website. Let’s say someone has been viewing articles on how to plant a garden in the fall, for example, this would be an opportunity to offer them something related, such as new gardening tools or seeds that they can purchase from your company online store.

Another way you could increase engagement is by sending out promotional emails on specific topics relevant to your industry. For example, as a real estate agent you might want to send an email newsletter every week with the latest properties for sale in their area or homes that are coming on the market soon. This strategy will help keep people engaged and up to date about what’s happening in your niche.

Keep the email short and to the point

How do you know if an email is too long? If it takes more than 30 seconds to read, it’s probably too long. Emails are a great way to get your message out there and engage with customers on a personal level, but they can be difficult for the reader when they’re overly wordy.

We’ve compiled some tips below that will help keep emails short and to the point!

  • Keep paragraphs short (3-4 sentences) 
  • Use bullet points or numbered lists for any steps in your process or discussion points that might be lengthy
  • Don’t use fancy fonts or colors, this distracts from the content of the email and could confuse readers who have different operating systems. Stick with black font on white background for maximum readability.

Always include a call-to-action (CTA) button or link at the end of each email campaign

What does a CTA stand for?  A call to action! As in, “Please click on this link and download our free eBook.”

That’s right. At the end of each email you send out, make sure there is an invitation to take some form of measurable action. It could be something as simple as signing up for your newsletter or it could be downloading a white paper that will help your business succeed.

The point is: don’t leave them hanging with nothing to do at the end of your email.

You want them engaged, not confused!

Send personalized emails to your list instead of sending out bulk messages

When you send a bulk newsletter, the recipients are likely to delete it without even opening it because they don’t know who sent it or what’s in it.

On the other hand, when you send an email directly to someone on your list, the recipient is more likely to open and read that email because he knows exactly who sent it and what its contents will be. He’ll also be much more receptive if he sees that his name was taken into consideration by being added as a recipient.

So why not make those individuals happy by taking them off your “to-do” list?

Mistakes to Avoid when Creating Campaigns

We’ve all made mistakes, but some of our mistakes can lead to a lot of unwelcome consequences. Below are 5 email marketing campaign mistakes that are sure to leave you with regret. So,

take these warnings seriously and avoid them at all costs!

Being too Pushy

Please remember that nobody likes being nagged about something they’re already doing wrong or being pushed into buying something they might not need just yet. If yo want to sell more, it’s best to focus on giving your customers the information they need.

Having too Many Links

Yes, you want people to explore and check out other pages on your website but there really is such thing as being TOO pushy or not providing enough balance in an email campaign. Try adding a few images or infographics to your message and see how it goes.

Not Segmenting

This is a big one! Segmentation allows you to customize different emails for different groups of people so that they get the information they want when they need it most. This will save them time, which increases the likelihood that they’ll be interested in what you have to say and buy what you’re selling.

Being too Salesy

Remember that people sign up for your mailing list because they want to be engaged with your brand, not annoyed by constant updates about the latest products or deals. Keep in mind that customers will also unsubscribe if they feel like you’re being overly pushy.

Not Personalizing

This is another big one! Personalization can have tons of benefits, not the least of which being that it will make your customers feel valued and appreciated. They’ll be more likely keep reading your messages if they see their name or other information that’s relevant to them in the message.

Email Marketing Platforms

In the modern world, it’s hard to make sure you’re always reaching your audience. That’s why we recommend using an email marketing platform.

It’ll help with targeting and segmenting by allowing you to send out all your campaigns to a specific demographic or group of people who have expressed interest in your content.  You can also set up automated follow-ups for those who haven’t opened their emails from previous campaigns, so they don’t miss out on important updates!

Popular Email Marketing Platforms


SendGrid is a cloud-based email delivery service that helps businesses send and track emails. SendGrid can be used to send transactional, marketing, and other types of bulk emails through an easy-to-use web application.

It’s perfect for start-ups who are just starting out and need some help with their outreach efforts.

SendGrid has been around since 2010 (and in beta since 2009) when the founders Ryan Smith, Tim Jenkinson, and Gentry Underwood were looking for a way to fix the technical issues they faced as cofounders of SimpleGeo, which was acquired by Amazon Web Services in 2011.

They created SendGrid because it solved all their problems. It made sending email easier and more reliable than ever before


MailChimp is a popular email marketing service that allows users to create and send professional-looking emails with ease.  MailChimp has become one of the most popular email marketing services because it’s easy to use, affordable, and effective. 

The company’s slogan is “it doesn’t get any easier than this” and they mean it!

MailChimp was founded in 2001 by Ben Chestnut and Dan Kurzius as an alternative to expensive enterprise software like Microsoft Outlook. Their original goal was for their product to be used by small businesses who needed a way to send out mass emails without spending money on expensive software or hiring someone else do it for them.

Mailchimp now offers many different features including autoresponders.

Constant Contact

Constant Contact is a company that specializes in email marketing and has been providing their services since 1996. They have an easy-to-use interface and are constantly innovating so they can provide businesses with the best possible experience for managing contacts through email.

If you want your business to be able to reach out to more people without having to spend hours sending emails one by one, Constant Contact might just be what you need!


AWEber is a platform that empowers its users to send professional, consistent email newsletters.

The AWEber service offers email marketing tools for the small business owner, such as A/B testing, autoresponders, and list segmentation. It also allows you to grow your subscriber base by creating customized forms on your website or blog.

With tons of features and great support from their team, it’s no wonder why they’re one of the best!


GetResponse has been in business since 2001 and is one of the most well-known names in email marketing. The company boasts over 120,000 customers worldwide, including some big-name companies like Coca-Cola and Nike.

They offer a variety of services for all levels of customer needs with their flagship product being Getresponse Email Marketing. It’s easy to use interface allows you to create campaigns from scratch or import your existing list and it can be used on any device!

Frequently Asked Questions

What are email campaigns?

Email campaigns are a great way to communicate with your customers and blog readers. You can use them for anything from announcing new products, to asking for feedback on an upcoming product release.

What is open rate on emails?

Open Rate refers to the number of emails that are opened after they have been sent. Emails with low open rates often lead to a lack of engagement on behalf of the recipients and can also lead to unsubscribing from future marketing messages.

What are email newsletters?

Email newsletters, sometimes called “e-news” or “email blasts,” are a series of emails sent out to subscribers that contain content such as articles, announcements, and links.

They’re great for keeping in touch with your current customers and attracting new ones because they provide the perfect mix of information and entertainment.

What is an email marketing platform?

It’s a software that allows you to create emails to send out directly from your computer – without third party intervention. You can use this for newsletters or promotional messages, and there are many different types of designs available to choose from – like HTML or plain text templates!

What is brand awareness?

Brand awareness is the term used to describe how well consumers can recognize your company’s logo and name. It’s a good thing, right? Well not always. Sometimes people associate you with things that are bad or negative, even if they aren’t true. So, it would be better to have brand recognition than brand awareness!

What is the can-spam act?

The can-spam act is a law that was created in 2003 to regulate the sending of commercial electronic mail. It does not apply to email messages sent from one individual or company to another, but rather applies to bulk emails which are sent indiscriminately.

What is an autoresponder?

An autoresponder is a computer program or service that sends out predefined messages at specific intervals.

The best way to think about an autoresponder is as your own personal assistant who takes care of the tedious tasks like sending reminders, following up with people and most importantly, capturing new leads.

If you have a business, it’s important to invest in an autoresponder because all these tasks can be done by just one person: YOU!

Final Thoughts

Email marketing is a powerful tool that can be used to build relationships and drive sales. If you’ve never done it before or need some tips on how to get started, we hope our information about what email marketing entails, who should use it, why they might want to do so, the types of emails available (the most important being transactional mails), 11 steps for successful campaigns and mistakes to avoid when creating them were helpful.

There are also some great tools at your disposal in this post if you’re looking for an email marketing platform.

You don’t have any excuses now!

Leave your thoughts about email marketing below – we’d love to hear from you!

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