How to use Email for Marketing

How to use email for marketing

Table of Contents

Emails are one of the oldest forms of online marketing. Even with the newer online marketing forms, it is still the most effective strategy for businesses.

Many companies don´t make use of this opportunity because they don´t know when to start with email marketing and how to build an email list. Or even how to use email for marketing and what content to write and what automation option works best.

Why Email Marketing works?

Many use email almost daily, which makes it a highly effective marketing strategy when you send emails to prospects and customers. The better email campaigns you make, the more conversion you get, and it can turn one-time buyers into loyal raving fans.

Email converts better than any other marketing channel; also, people are willing to spend more money when they receive email offers. Mails have a huge ROI return of Investment rate because you get many leads to sell your products or services.

There is no external entity or algorithm you need to consider that impacts how you reach out to your subscribers. It is not like social media where your account or post could be suspended or deleted. You can completely automate the email campaign, which makes it a lot easier when you only need to write the content.

With emails, you can build a connection with personalized engagement and boost the brand awareness of your company. If you have new relevant blog content, you can share it, email subscribers. It is also useful to send other valuable information or to promote your product and services.

When to start with Email Marketing?

You need to build a brand before you can do email marketing. It doesn’t make sense to create an email campaign if you have only a little or zero traffic on your site. It is important to have an already established brand and a website that gets enough traffic.

To start with the email you need to understand your audience what their behavior is. What kind of content or page is most visited on your website? If you look into Google Analytics and Search Console, you find a lot of helpful metrics that show what your audience is most interested in.

If you sell products or services, you need a buyer persona, which helps find the content your audience is interested in and which demographics buy behavior they have.

How to build an email list?

Before you send an email, you need a good marketing strategy, so your emails don´t get lost in spam folders or inboxes.

First of all, you should know your campaign goals, why you want to write emails, what you offer to your audience, and what information they might find valuable.

Of course, it is important to find people to signup for your email list that wants to see your content in their inbox.

If your visitors land on your website and blogpost and read your content, you place a free offer (lead magnet) at the end of your post to collect an email address. Lead magnets are different digital materials like PDFs, MP3s, or videos that you can create yourself with zero or minimal cost. It can be anything you want, but it must provide value to your audiences for free.

Other examples of lead magnets are:

  • ebooks
  • cheat sheets and resources with valuable tips
  • White papers or case studies
  • courses or webinars
  • Free trials or samples
  • Free templates
  • Free quote or consultation
  • Quizzes or a self-assessment
  • coupon
  • product and service updates and new releases

There are many ways you can get people to sign up for your newsletter when. You need to make it clear what they get, so they are willing to give their email address.

Lead magnets have to be easily consumed, so no 300-page pdf or five hour-long videos. It should be a tool skillset or useful information that your audience can apply. Even better if your lead magnet is as valuable as a product or service you offer. It needs to be relevant to your audience and solves problems in your niche. The free offer should be sent to the people right after they signed up for your newsletter.

If you created or found a lead magnet, you need to build an opt-in form to collect the email address on your website.

  1. Make an attractive design that fits with your brand and website. But also stand out from the page to make your readers excited to sign up.
  2. The text should be relevant to your lead magnet, and the information needs to be truthful and trustworthy.
  3. Keep the form as simple as possible. Only collect essential information like first name and email address. Use a headline that clearly describes the benefit of the lead magnet.
  4. Ensure that everything works before the form goes live. Look if you have a thank you page that your offer is delivered, and you provide an overall good user experience, so people sign up for your newsletter.
  5. Your opt-in forms also have to meet data protection like the EU´s GDPR legal requirement.

Opt-in Form Example:

optin form

How to use Email for Marketing?

With an opt-in form and a lead magnet, you can collect email addresses for your list. But you need to decide what you want to send users after that. Do you use a weekly newsletter or product announcements? Or share a blog post per email?

You can use many different types of email campaigns that are relevant to your audience. Decide what type if fitting your marketing goals. You create various opt-in forms for different email campaigns.

For instance, one for product offers and updates and another one for a blog post and valuable information. Let the user choose what email they want to receive from your company. This can be done by placing an opt-in form as an example on your blog post pages and a second one on your product offer page where you give a coupon in return for an email address.

Plan how often you want to contact your list and inform your audience. Consistency builds trust with your readers, so make sure you have scheduled so they don´t forget your business.

Email Marking requires a lot of consideration from what time you send your email to which devices emails could be opened.

What are the components of a successful email?

  • Copy: The text in the body of your email needs to be consistent with your own voice and stick to one topic.
    • Start with the first name and/or greeting
    • Use region-specific information if it makes sense
    • Sent relevant content to the subgroup of readers
    • Integrate events like region-specific holidays or birthdays it suits
    • End your email with a personal signature from the writer
    • Place a relevant call to action that is useful to the reader
    • Check for grammar and spelling errors
  • Images: Choose relevant and eye-catching pictures that are optimized for all devices.
  • CTA: Email should have a call to action that leads to related offers and stand out from the rest of the mail. Think in advance about how you effectively pitch your CTA.
  • Timing: You need to consider where your audience is from to find a good day and time when to send an email.
  • Responsive: Everything in your email should be optimized for all types of devices.
  • Personalization: Make sure to address the reader in a friendly and familiar tone.
  • Subject Line: Probably the most important thing in an email because it is the first thing readers see before they open the mail. So you need to use a clear, actionable, and easy to understand language which is personalized and aligned with the text of your email.

Break up your email list into subcategories to meet a certain interest, characteristics, and preferences. You can part your list into geographical locations, lifestyle stages, industry, engagement with your brand, language, job title, anything where it makes sense.

Each person that signs up for your list is at a different level of readiness. To reach the goal that subscribers convert into a customer, you need to build trust and develop a relationship with them not to lose them. While long-time readers want more problem-solving advice and useful offers and updates. New subscribers may need more information about your product or services

You can part your email list into different segments if you create various Optin forms and lead magnets to attract a specific group of people. So you can make your emails as exclusive as possible to each subgroup.

Using email marketing automation

You need to automate the process of sending emails to each specific segment, so people receive relevant and targeted emails. You can use different types of automation to do this:

Autoresponders are useful when users signup for an Email list and downloads an ebook, for example. You can set up a series of emails that get sent out automatically after the download. Make sure you sent useful and interesting emails to your subscriber and even better if you build up to a certain conclusion or lead with a series of five emails for instance.

You decide when you want to send the email weekly, monthly… The good thing once you set up the process and check if everything works without spelling or grammar errors, you don´t need to look after it daily anymore.

Workflows are even better than autoresponders because they sent email actions based on certain criteria you set. There are two key components of workflows:

  • Enrollment criteria: the action that a user qualifies for the workflow. For instance, if a subscriber opened a certain email or downloaded a specific ebook.
  • Goal: The emails are based on the reader’s actions, and what emails are sent depends on the behavior of the user.

The tools are smart enough to know if you opened an email or note and sent an automated series of emails to what the subscribe will find useful. The automation process can even adapt to the lifecycle of one prospect and sent it at a specific time.

To keep your email automation successful, you need to monitor and improve your email campaigns. This can be done if you look into certain metrics like the open rates of emails the click-through rates of links and the unsubscribe rate. If you track the performance and make improvements, you can get the best results.


Email marketing is about providing visitors useful and valuable content and products. With the right lead magnet, you can get subscribers for your different email list segments. So you can use email automatically with relevant and quality information.

If you write a polite and respectful and valuable email, you can reach your marketing goals. Make sure you provide the knowledge of what people asked for.

To get the most out of your email marketing campaign, you need to select a fitting email marketing provider. The platform needs to have integrated autoresponders and workflows that are easy to use and give you the tool to build forms, landing pages, and CTAs.

Also, good tracking analytics are needed to improve and split test your emails. There are many Marketing tools that are specified to help get the most out of your email campaigns.


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