What is email marketing and how it works

Infosfm Email Marketing

If you’re struggling to reach your target customers, there’s still hope. Learning how to do email marketing might provide the solution. It’s a bit different from traditional direct marketing. Email allows companies to get permission before they contact potential customers.


If you haven’t started an email campaign, now’s the time to start. It’s one of the easiest, least expensive marketing strategies available, and it doesn’t take much time or effort to set up.

That doesn’t mean it’s easy. If you want your emails to convert prospects into customers, you need a sound strategy and the right tools.

What is email marketing?

Email marketing is the digital marketing process of communicating with an audience via electronic mail messages (email). The email messages usually have a commercial intent but they are also used to educate and inform the recipient on topics of interest.

On other Hand

Email marketing is a way to communicate with your customers directly through email. You might send educational information, special offers, coupons, promotions, and other engaging content. All commercial email could fall under the umbrella of email marketing. However, purposeful email marketing includes a compelling call to action.

It sounds pretty simple, but you can use email marketing to achieve several different goals:

  • Develop relationships with customers
  • Encourage subscribers to forward your emails to their friends and family
  • Boost sales through strategic promotions
  • Build brand recognition with frequent exposure
  • Encourage repeat purchases from current customers
  • Enhance brand loyalty 

Create an email marketing strategy

As with any type of digital marketing campaign, the first thing to do is to create a strategy.

Having an email marketing strategy in place before running any campaigns will help you to:

  • Decide how email marketing will be used in conjunction with the other online marketing campaigns you’ll be running.
  • Decide which email marketing platform to use and figure out your monthly costs.
  • Decide on the strategies to use to grow your email list
  • Decide when to use automation and what kind of messages to send and when
  • Have the right reporting mechanisms in place to measure the effectiveness of your email campaigns

benefits of small business email marketing

 Create personalized content

Personalization is the number one benefit of email marketing because no one wants to read an email that sounds like it was just blasted out to a bunch of people.

Email marketing allows you to segment your customers into different lists based on their preferences to send highly personalized content. From crafting the perfect subject lines to images that resonate with your customer, and valuable content that helps your audience, email is the perfect channel to deliver those personal-feeling messages.

Build up customer enthusiasm

Email marketing is very effective in generating customer interest. When done right, a newsletter is cost-effective, fast, and simple way to keep customers informed on (and excited about) new product launches or new promotions.

Enhance customer loyalty

Email marketing allows you to regularly stay in touch with customers and website visitors. Proven buyers also appreciate being kept up-to-date with the latest products and promos. 

Better customer outreach

Email marketing has greater chances of being seen, compared to social media updates where they can miss out announcements and just scroll up their news feeds. With a few clicks, emails can be sent to thousands of users. Those users are free to read at their own convenience- whether online or offline.

Easy to maintain and inexpensive

As mentioned earlier, email marketing is cost-effective and is relatively easier and cheaper to maintain. Email marketing services such as MailChimp or ActiveCampaign have simplified the process, allowing for greater automation and customization.


Types of Email Marketing Campaigns


Newsletters are effective for keeping your customers tuned into your brand. They typically contain an intro, description, and links with images informing customers regarding new products or services, industry news, important announcements, or any changes in your business that you wish to convey.

Welcome Messages

These emails are typically sent out to first-time clients after online registration but are also used for sales generation, lead follow up, or brand awareness. A welcome message usually works best when combined with a special offer to further generate customer interest or action.

Anniversary or Birthday Messages

This campaign boosts customer retention and loyalty. This type of email highlights milestones important to the brand or the customer and is usually accompanied by a special promo or discount code that they can use.

Limited Time Offers

This email campaign is used to target customers in sales, especially those who have purchased similar items or those who have not completed their purchase. These emails also come with promotional codes or discounts that expire within a certain timeframe.

Abandoned Cart Emails

Again, for those involved in e-commerce, sending an email about an abandoned cart can encourage customers to complete their purchases. These emails can be automated messages that ask the customer to complete their purchase within a specific timeframe.

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