How does email marketing work

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The general process of email marketing is fairly straightforward. A company builds an email list, then creates an email to send to that list. This could be a promotional email with coupons, a newsletter with industry news, or a simple message thanking your customers for their business. Then the company sends that email to the relevant recipients and analyzes the results to see how it performed.

Because they're so easy to measure, emails are effective ways you can reach consumers. Because it's easy for companies to track what happens when they send an email—whether the recipient opened it, clicked on any links within it, forwarded it to someone else, etc.—emails are also one of the best ways for them to measure customer interaction and interest over time.

Advantages and disadvantages of marketing via email

Email marketing has a higher clickthrough rate than social media marketing, with recipients three times more likely to click through an email than a post on social media. Additionally, email marketing can show off your brand's personality and make the experience more personal for your customers.

Email marketing gives you the opportunity to target your customers based on their behaviors and actions in the past, which helps you market products that are more relevant to them, resulting in more sales.

While there are many benefits of email marketing, some drawbacks should be considered before implementing an email campaign for your business. Email marketing can come across as spammy if done incorrectly or too often. This can lead recipients to unsubscribe from your list or even report you as spam. A poor email can also turn off potential customers and result in unsubscribing.

Email Marketing Strategy

If you're new to email marketing, you may be wondering what your strategy should entail. The five Point Email Marketing Strategy is a great start. At the beginning of any campaign, define:

  • Your goals for the entire campaign and each mailing
  • Your target audience and how it fits into your overall strategy
  • Your message — who is this email coming from, and what do they want? How can you solve their problem?
  • Your call to action — how do you want your recipient to respond to this email? Should they visit a website? Register for an event? Request more information? Read specific content on their website?
  • What success metrics will indicate whether or not your campaign has been successful. Be sure that these metrics are realistic, time-bound, and measurable. For example, if one of your goals is to increase traffic on your website by 50% in the next three months, make sure that a clear plan is in place explaining how you will achieve this goal through email marketing.


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