Email marketing beginner: A step to step guide

It’s usual to define email marketing as the way of promoting products and/or services via mail. A better definition would be the use of email to establish or enlarge relationships with potential customers and/or clients in your eCommerce.


With email usage worldwide projected to reach 3 billion users by 2020, and despite the rise of social media, email maintains its leading position in being one the most effective ways to nurture leads and turn them into customers.

You should know that successful email marketing takes time, effort, and a marketing strategy. But don’t worry! This guide will take you step-by-step on how to get the best out of email marketing. 

Getting started with your campaign 

Growing your email list

So, before you develop your new email marketing campaign, you’ll need to build a list of recipients. This step is essential, since you must know who you are delivering your messages to. Knowing your audience will allow you to understand the type of design, structure, tone, or speech you should work on to come up with a winner strategy.

There are many different ways to successfully build a mailing list, but we consider these tips the most effective:


  • Free opt-in offers

Concept photo of a cheerful afro american woman standing under rain with money on gray background

Presenting your audience the word “free”, or offering something that means paying less money than expected, can be as compelling as a nuclear weapon. This freebie could be any form of content, such as an ebook, or a demo of your products or service.

For people who haven’t purchased yet, you’ll want to offer a more top-of-the-funnel content (activities and campaigns that focus on lead generation and targeting consumers), like an ebook or content series.

On the other hand, for people who have clearly expressed interest in your product or service, you can offer something more bottom-of-the-funnel (begin to fully qualify your most interested leads), like consultations or demos.

Always remember: Deliver useful content to your audience, and they’ll make a sort of trade, giving you their email address.


  • Facebook promotion

Use your Facebook business page to promote an offer that requires an email submission. Don’t forget to add social sharing buttons to your landing pages and thank-you pages you send them to. Encourage your leads to share those offers!


  • Ask for a partner’s help

Run a promotion on a partner’s website or email newsletter that targets a new but appropriate audience to collect email addresses. Be sure that your partner’s content is relevant and matches with your offer.


How & why you should segment your mailing lists

As we previously mentioned, segment your email list and make sure that you’re delivering the right message to the right lector.

Here are some ways of segmenting your lists:


  • Lifecycle stage (subscriber, lead, MQL, customer)
  • Demographics (gender, age, location)
  • Behavior (Did they unsubscribe after the first two emails?)
  • Buying frequency (With what frequency do they buy your products/service?)
  • Where they signed up (Did they sign up for your newsletter or a content offer?)

The sooner you segment your lists, the faster you’ll see the positive ROI that email marketing is capable of making.


Remaining CAN-SPAM compliant

Closeup portrait of young handsome, grumpy man with bad attitude giving talk to hand gesture with palm outward, isolated white background. Negative emotions, facial expression feelings, body language

Did you know? Controlling the Assault of Non-Solicited Pornography And Marketing is a right that your subscribers have to make you stop emailing them. Violating this act can result in penalties as high as $16,000 per email.

How can you avoid penalties?

  • Include an unsubscribe link in your emails
  • Always remove people who have unsubscribed from your mailing lists

Email marketing automation

As the name implies, email automation refers to launching automatic emails whenever a user completes an action. For example, when a person subscribes to your newsletter, you can automatically send them a thank you and welcome email instead of doing it manually.

Now that you’ve sent your first emails, let your brand inform new subscribers what they can expect from your company - for example a weekly update -, and let them know what else is that you’re offering, such as ebooks or free tools.


Types of email marketing

▶ Also check Introduction to Multichannel Marketing ◀︎

Are you ready to start the marketing game? Press start with the following types of emails!

Wait! Before sending an email, establish your goal and then determine which one suits better with your brand. You can also make A/B tests to determine if your emails are in fact resonating with your public, and improve it’s effectiveness.


  • Informational emails

As the name implies, with informational emails you deliver an update to your subscribers. You can include upcoming events, new content or product updates.


  • Newsletters

A newsletter is sent regularly, let’s say weekly or monthly, to certain segments of your lists created before. Usually, they are used to promote recent content you’ve created. Newsletters can be successful if your goals are generating leads and traffic in your site, maintaining relationships, and closing more deals.


  • Transactional emails

As we mentioned before, when a reader performs a specific action, an automatic email is sent. Let’s take a look at these emails:

  • Welcome emails

Welcome your new subscriber! You can offer him a freebie or discounts, as we said before in this post. Remember: your welcome email should be actionable, informative and clear.

  • Confirmation emails

Whenever a customer makes a purchase or subscribes to your content, make sure to send them a confirmation email - users are more aware of what they subscribe to as they have to confirm their desire twice.

  • Follow up emails

When people fill out and submit a form on your website, send them a follow-up email to thank them for downloading, registering, or whatever they did on your site.


As you’ve seen, email is one of your brand’s most powerful marketing tools. Work on establishing your email list so you can nurture an audience that’s eminently engaged and interested in your products/services. Then, segment your list with the greatest possible despatch so you can send automated emails that suit to your subscribers’ needs and your goals.

Businessman writing e-marketing terms in front of a business team

Follow this guide and bump up your company’s success!

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