Email marketing is one of the oldest channels in marketing, and it continues to be effective. You can use it to build an owned audience and create a relationship with customers who are receptive to your brand’s messaging.

What is Email Marketing? 

Email marketing is a form of direct marketing in which businesses use emails to communicate with customers and clients, typically promoting products or services.

Effective email marketing helps you keep your audience informed, engaged, and buying. Email is one of the most effective digital channels for generating a return on investment. 

How does Email Marketing Work? 

Email marketing is a type of direct-marketing communication that uses email to deliver messages to a specific audience. You can use it to inform customers about new products and services, build loyalty and encourage repeat purchases.

When to use Email Marketing? 

You can use Email marketing for several reasons — some of the most common includes:

  • Enhance your brand awareness. Keep your company and your services at the forefront of your prospects’ minds for the moment when they are ready to purchase. Focus on building relationships and connections by providing a personalized experience for customers.
  • Share your content with prospects. Send relevant blog posts or helpful assets via email.
  • Promote your products and services by marketing them to the public.
  • Generate leads, or a list of potential customers, by getting subscribers to provide their personal information in exchange for a valuable asset.
  • Provide your customers with helpful content to help them succeed at their goals.

Email Marketing Benefits

Before deciding to invest in an email marketing campaign, it’s wise to learn about the advantages of this marketing tactic. Here are some of email marketing’s most beneficial features.

Email marketing is less expensive

It would be best to have an email list and a basic strategy to run a successful email marketing campaign. You also need an email marketing software platform to help you execute your campaign.

Most professional email marketing service providers offer plans designed to fit the needs of businesses with a variety of email lists.

For example, some  Free plans allow you to send up to 5,000 emails with unlimited sends and include a website builder, web forms, and landing pages. As with most marketing tools, some are more affordable, and others are more high-end. It is usually related to what type of audience they’re targeting and the number of features included in the platform.


Email marketing allows you to target your customers individually. As opposed to marketing via other channels, where you need to spend time and money finding out who is interested in your product or service, with email marketing, you can send a direct message to qualified leads who have given their details to you in the past.

They provided their contact details while downloading an ebook you promoted or filling in one of your contact forms on your blog post. By providing their contact details, they showed you what topics interest them.

Email marketing services provide access to a wealth of information about the subscribers that can be used to send more targeted emails. For example, you can target specific segments such as new subscribers or existing customers.

When you want to increase your sales, you can experiment to determine which elements of your marketing campaign are most effective and which detract from your key goal.

Full control over your email marketing campaigns

  • You have full control over the messages that you send through email marketing.
  • You can choose the type of email marketing campaign that best suits your business.
  • Design your web forms, emails, and landing pages that are appealing to your customers.
  • You can personalize your contact list by tagging people.
  • You can create email lists that target specific groups of customers.

Email deliverability depends on various factors, but if you follow best practices and engage your audience effectively, you’ll have little to worry about.

Create simple Email Marketing

Creating an email marketing campaign does not require expertise in coding or design. The most commonly used email marketing tools offer intuitive drag-and-drop editors that allow users to design their templates, signup forms, and marketing automation workflows without any coding knowledge.

And if you don’t have time or interest in designing your templates, you can use ready-made ones to set up your first email marketing campaign.

Marketing channels

According to reports, people prefer to be contacted through email rather than other channels.   Since well-designed marketing emails are relevant and non-intrusive, they earn higher open rates. And since subscribers can unsubscribe in just a couple of clicks, marketers can more easily create email lists that only contain interested participants.

Reach Mobile Users easily

The percentage of email opens on mobile devices has increased. By leveraging mobile platforms, marketers can reach their customers wherever they are. For example, you can collect email addresses at events or at a brick-and-mortar location and then use those addresses when sending out promotional emails.

Gives Personalized communication

You can collect information from your contacts while in the subscription process and use that data to target them with customized communications. By creating segments based on common traits, you can deliver content relevant to their needs and preferences.

Subscribers will remain on your email list as long as they see value in your communication. 

Own media category 

Traditionally, digital marketing strategy has been divided into paid, earned, and owned media. Sponsored mailings are an example of owned media because a business has full control over this channel.

Your email list will become your greatest online marketing asset over time as that database of people who want to hear from your brand grows.   It’s good to use professional email marketing services, it helps your emails to reach almost everyone on your email list. In contrast, you can’t control your organic reach when you use social media to promote your business.

Can Measure Results

Integrating your email marketing software with Google Analytics allows you to gain full control over your email marketing efforts. You can use UTM parameters in your emails to track which subject lines and call to action buttons yield the best results.

You can track user behavior on your website, set goals for individual email campaigns, and measure the ROI using your email marketing tool’s statistics panel.

Build custom workflows 

Marketing automation lets you create automated email marketing campaigns using a drag-and-drop editor to program the communication flow with the available conditions, actions, and filters.

Good ROI

Email marketing is the best way of reaching your customers and has the highest return on investment. This will become your most profitable channel if you measure your activities right.

Email Marketing Strategy

To build an effective email strategy, you can learn how to send emails to people who are interested in reading your content. It just takes a plan.

These five steps will help you create an effective email strategy

Who is your target audience? 

An email should be relevant. Start with your buyer persona and understand what they want. Then tailor your email campaign to their needs.

It would be best if you established your goals

Before deciding on what your campaign goals will be, gather some context. Look at the average email stats for your industry and use them as benchmarks for your goals.

Come up with an email list

You need a list of users to email. An email list is a group of people who have permitted you to send them relevant content. Building an opt-in email list is crucial for any business. It’s ok if you only have a few people on your list to start. It takes time to build a list. In the meantime, treat every subscriber and lead like gold, and you’ll start to see your email list grow organically.

Email campaign type

Email marketing varies, and it can be overwhelming. You might ask yourself: Should you send out new product announcements? Which blog posts are worth sharing?

It would help if you learned about the different types of email campaigns and decided which one is best for your audience. 

Schedule Your Email

Decide how often you plan to contact your list and inform your audience ahead of time. This way, they’ll know what to expect. Forgetting to do this can lead to high unsubscribe lists and even get you in their spam.

Inconsistent communication will only lead to mistrust and doubt.

Measure results

Being meticulous about every key metric will help you make small changes to your emails that yield large results. 


It’s time to start running effective email programs for building high-quality lists. Designing high-converting email templates & continuously testing and optimizing your campaigns will allow you to build a positive bond with your customers.

For more detailed information, contact Ahbiv Digital Agency; we are here to guide you further.

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