How to Do Email Marketing (The Right Way)

In the realm of sales-driving, audience-growing, and business-growing tools, email marketing is the heavy-hitting champ. It’s no surprise that small businesses, marketers, and e-commerce stores are using this strategy to effectively connect with their customers with such a high ROI and adaptability. But where do you start?

In this guide, you’ll learn the basics of email marketing — from how to build your list to crafting the best email campaigns—and how to measure your success. Whether you’re new to the idea or want tips to fine-tune an existing strategy, here’s how to master email marketing for your business.

What Is Email Marketing (And Why Is It Important)?

Email marketing is a way to communicate directly with your audience through their inbox. You can use it to share updates, promote products, nurture leads, and build lasting relationships with current and potential customers.

Why does email marketing matter?

• High ROI: For every $1 spent on email marketing, businesses see an average return of $42.
• Direct Communication: Unlike social media algorithms, emails go straight to your audience, giving you more control over your message.
• Personalization & Targeting: Email marketing allows you to send relevant, tailored messages that resonate with your customers.

Building Your Email List (The Right Way)

You can’t market via email without an audience. The first step? Building a high-quality, permission-based email list.

1. Use Website Signup Forms

Make it easy for visitors to join your email list by prominently placing signup forms across your website. Add them to your homepage, blog posts, or a dedicated landing page.

2. Offer Lead Magnets

Give visitors a reason to subscribe by offering something valuable, like:

• A free eBook or guide.
• Discounts or exclusive promotions.
• Tips, resources, or templates specific to your niche.

3. Create Popups and Exit-Intent Prompts

These tools are great for grabbing attention. For best results, ensure they’re non-intrusive and offer a clear incentive.

4. Prioritize Permission and Compliance

GDPR and CAN-SPAM laws require businesses to collect explicit consent when adding users to their email list. Clearly indicate what subscribers can expect (like updates, offers, and resources) to build trust.

Pro Tip: Learn more about user trust and emotional marketing on emotionalmarketo.com.

Creating Engaging Email Content

Crafting engaging, value-packed emails is the key to boosting open rates and generating results.

1. Write Compelling Subject Lines

Your subject line is the first thing recipients see. Keep it short, intriguing, and include verbs or a sense of urgency. For example:

• “Exclusive Deal Inside – Don’t Miss Out!”
• “Your Monthly Tips for Digital Marketing Success”

2. Focus on Clear, Actionable Copy

Write emails that are easy to understand and lead readers toward a goal, whether that’s learning more or making a purchase. Use a friendly tone and keep paragraphs concise.

3. Design for Readability and Visual Appeal

A well-designed email stands out. Stick to simple layouts with:

• Plenty of white space.
• Contrasting text for readability.
• Eye-catching images or GIFs aligned with your brand.

4. Include Calls-to-Action (CTAs)

For every email, define your goal and include a clear CTA. Examples include:

• “Shop the Collection Now”
• “Download Your Free Guide”

Segmenting Your Audience for Better Results

Sending the same email to everyone on your list won’t cut it. Segment your audience for more targeted messaging.

Why Segment Your List?

Segmenting helps you:

• Increase open and click-through rates by sending relevant content.
• Personalize communication based on your audience’s preferences or behavior.

Popular Segmentation Strategies

1. Demographics (e.g., age, location, gender)
2. Past Purchases (e.g., frequent buyers vs. first-time customers)
3. Customer Behavior (e.g., users who’ve clicked on specific links or abandoned carts)
4. Engagement Level (e.g., active subscribers vs. dormant ones)

By segmenting your list, you deliver the right message to the right people, making your campaigns more impactful.

Measuring and Analyzing Your Results

What’s working? What’s not? Properly analyzing your email marketing performance helps you refine your strategy and improve over time.

1. Track Key Metrics

Here are the most important KPIs to monitor:

• Open Rate: Shows if your subject lines are compelling.
• Click-Through Rate (CTR): Indicates how engaging your email content and CTAs are.
• Conversion Rate: Measures the effectiveness of your email in driving desired actions (e.g., purchases).
• Bounce Rate: Tracks undelivered emails; indicates potential issues with your list quality.

2. Use Analytics Tools

Platforms like Mailchimp, HubSpot, and Klaviyo provide built-in analytics to monitor your campaign performance. They’re great for spotting trends and identifying areas of improvement.

3. Experiment and Optimize

A/B testing is your best friend. Experiment with:

• Subject lines.
• Content formats (e.g., long-form vs. short-form emails).
• CTA placement and wording.

Start Building Relationships via Email Marketing

Email marketing is one of the most powerful business tools that deliver phenomenal results when done right. In doing so, small businesses, marketing pros, and retailers can take advantage of this medium, to establish lasting relationships, increase engagement and drive sales.