Email marketing is an indispensable part of any successful content marketing strategy. If you are an aspiring entrepreneur, you cannot afford to ignore this lucrative promotional channel to reach potential clients using informative and motivational emails.

This article will introduce you to the basics of email marketing and help you take the first steps towards creating a breakthrough strategy, hit high sales, attract more traffic to your online platform, and maintain the interest of your target audience.

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What is Email Marketing?

Many people think of email marketing as spam, but that is not always the case. Well-thought-out high quality emails are not offensive to the recipient and are not automatically routed to a spam folder. Well composed marketing emails seek to simplify the lives of potential customers, provide relevant information, showcase new opportunities, attract more traffic to the website, and stimulate active buying behavior.

Despite the growing popularity of instant messengers and social media platforms, most people have an active email address they use regularly. Investing time and resources in an email marketing campaign is a worthwhile endeavor that will pay off over time.

Before you launch your email campaign, there are a few preparations you should make to guarantee a smooth and successful marketing journey.

1. Build an Email Base

Randomly sending letters to everyone on the web is a waste of time and energy. Save your efforts for consumers who are potentially interested in your products or services. Begin with visitors to your website. To get their contact data, offer promotional discounts or gifts in exchange for email addresses. Invite them to subscribe to your newsletter to receive helpful information on new catalog items, product application, featured services and industry news.

2. Define the Results You Wish to Achieve

To save time and money, every marketing step should bring you closer to your ultimate goal. Project the results you hope to attain as a result of your campaign.

Your email marketing strategy should:

  • Supplement your email base with new subscribers, and acquaint them with your brand’s advantages, values, products, and promotions.

  • Strengthen your relationships with existing subscribers and motivate passive subscribers to become more active.

  • Inform recipients about new products and content (blog articles, video reviews, case studies, etc.)

  • Divide your email base into segments and create customized content to deliver maximum value to different groups of people.

3. Become Familiar with Email Types

You can find different classifications on the web, but most experts divide emails into the following groups:

  • Promotional emails directly inviting readers to buy something.

  • Relational emails delivering interesting information, discounts, gifts, trending news, and other relevant information.

  • Transactional letters triggered by subscribers’ actions: confirmation of registration, greetings upon registration, booking confirmations, warnings and account alerts, etc.

4. Analyze Your Target Audience

Use tools like Google Analytics and Facebook Insights to draw a portrait of your average subscriber, identify their needs, and pinpoint financial opportunities. Both services are free and provide a large number of useful metrics to help you tailor a customized email marketing campaign.

5. Automate Email Operations

Manually performing email correspondence can be tiresome and time consuming. Happily, some operations can be automated to simplify your workflow:

  • Use ready-made templates to create a design for your campaign.

  • Integrate correspondence with systems like WordPress and OptinMonster if you already use them for other purposes.

  • Leverage analytical programs to help segment subscribers and analyze the results of your campaign.

  • Pre-schedule your email delivery dates.

6. Create Opt-in Forms

Opt-ins are forms that invite readers to subscribe to a newsletter. They should be engaging, original and entertaining, not annoying or intrusive. It is most appropriate to display these forms at the following stages of a customer’s journey:

  • Initial visit to the website. Use an opt-in to welcome visitors to the site and invite them to find out more about your brand.

  • During the course of a browsing session. When a user navigates to a new page, a pop-up window appears mid-screen to divert their attention to the subscription option and other important details.

  • When a visitor is about to leave. Leverage the programs that track customer behavior to detect when the user is about to exit the website, and show a pop-up asking them to take action.

When placing opt-ins on multiple pages, make sure they are not annoyingly aggressive. Too many irritating pop-ups can alienate customers and cause them to avoid visiting your site in the future.

7. Schedule Your Emails

Once you know your audience and the most suitable email types, you can decide which emails to send and when to send them. Prepare a series of emails and distribute them evenly on a timeline to inspire habitual reading by your recipients. Each consecutive letter should stimulate readers to take certain steps, for example:

  • activate an account;

  • become acquainted with your catalog and your website;

  • check out top products or services of the day or week;

  • take part in promotions and other actions.

If you have a lot to say, emails can be sent daily. But generally, experienced marketers recommend not overwhelming your customers with information. If you overload your subscribers with emails, they will redirect them to spam.

It is best to leave a few days between emails. For example, if a visitor subscribes to your newsletter on Monday, send a greeting message that day. provide a catalog on Wednesday, and send a review of the week’s top products on Friday. Once they become accustomed to reading your emails, customers will look forward to receiving them.

8. Track the Results of Your Email Campaign

Constant analysis and research will help you refine your strategy and create the best customized solutions. It may take a few attempts to master email marketing to your audience. Your first email campaign is unlikely to be ideal, even if you strictly follow all the above recommendations.

Every brand is unique, as are the needs and preferences of its subscribers. You cannot rely exclusively on templates to build your strategy. There will always be some individual factors to take into account. Keep on experimenting:

  • Try different designs, texts, calls to action, sending times, email types and titles, to better understand which tools are most effective in your particular case.

  • Monitor clicks, the number of new subscribers to your newsletter, and the number of unsubscribers.

  • Use Sender Score to measure your sender reputation and find ways to improve it.

  • Seek ways to stimulate passive subscribers by coming up with engaging content and profitable bonuses or discounts that will interest them.

Now you know how to incorporate email marketing into your content marketing campaign. We hope that the tips from this article will help you attract lively attention to your brand, gain a vast base of loyal customers, and skyrocket your sales.