In this article, we’ll tell you what email marketing is and how it works. After reading this guide, you should have all the knowledge you need to work with email marketing for your business.

What is email marketing? Email marketing is a commercial message addressed to consumers via email, with the goal of increasing turnover and customer loyalty, or conveying important information. It is a type of direct marketing that was previously used primarily to target the masses. However, if modern email marketing is based on consent, segmentation and personalization.

Email marketing is the most profitable direct marketing channel that is able to multiply your initial investment.

Goals achieved through email marketing

Email marketing can help you in just three categories:

  • Conversions
  • Customer loyalty
  • Brand awareness

By being in direct contact with your contacts’ email inbox, you have a great opportunity to be present in their daily activities. This is much more influential than a social media post, where you can’t be sure if the consumer has seen the message you delivered at all.

E-mail plays an important role at every step of the buyer’s life cycle:

  • Information and study phase
  • In transformation
  • Customer retention

One of the main advantages of e-mail marketing is its comprehensiveness. This suggests that emails can be widely deployed to many different recipients.

The right solution for email marketing

The first step in an effective email marketing strategy is to choose the right email marketing platform.

  • HubSpot Marketing Hub

If you’re looking for an end-to-end solution, it’s hard to compete with HubSpot Marketing. This platform has a rich set of features that combine marketing automation with email marketing, sales and CRM.

  • Constant Contact

Following the expansion trend in the field, Constant Contact now deals with popular marketing channels such as social media and media buying. This is great for a short list of marketers for all small and medium businesses.

  • Zoho Campaigns

With this strong integration with the Zoho SMB suite of solutions, Zoho Campaigns is a great email marketing solution that also has a long list of integrations with other Zoho SMB software products.

  • Campaigner

The campaign leads the competition with affordable email marketing, automation, and reporting features that provide support for the enterprise marketing center.

  • Salesforce Pardot

While not a low-cost solution, Salesforce Pardot sets its standard for martech automation and email marketing, primarily because it combines intuitive design with very deep features that include many integration options and analytics with artificial intelligence.

  • SendinBlue

SendinBlue is evolving from email marketing to a more comprehensive solution center with more automation and built-in CRM features, suitable for most small businesses.

  • Campaign Monitor

Campaign Monitor brings ease of use, rich templates and powerful analytics to email marketing. However, this reduces competition in some areas, especially direct web support.

  • GetResponse

GetResponse is versatile, easy to use, and can cover the marketing needs of most small businesses in one affordable and feature-rich interface.

  • Infusionsoft by Keap

Ideal for small businesses, where Infusionsoft by Keap is the center for launching and managing various e-mail marketing and CRM activities.

  • Mailchimp

Mailchimp dominates the email marketing category, but now adds domain and website hosting, website builder, and CRM features. All of this not only helps your customers, but leads Mailchimp to complete marketing automation.

Email marketing platforms have the necessary infrastructure in place to ensure that your email arrives on time. This is something that you can’t guarantee if you send an email campaign through Gmail, Yahoo, or Outlook, for example.

Another advantage of the e-mail service is the ability to manage your e-mail subscribers and segment them into mailing lists.

In addition, you can use a variety of templates and editors provided by most email providers. You can also easily create a newsletter with a few clicks. The best part about this is that you don’t have to have any knowledge of coding.

With more accurate reporting and statistics, you can also get an overview of the performance of your email campaigns. You can see which emails were the most successful, and learn more about your audience with open rates, click-through rates, and responsiveness statistics.

Different types of marketing emails

  • Advertising emails

Promotional emails are sent as needed and according to the rhythm of your business. Newsletters provide news about your company or highlight a use case. It’s a way to stay in the forefront of your contacts and encourage them to keep in touch with you.

Email campaigns are more focused on sales and marketing. Typically, a campaign can consist of 3 to 10 emails sent over several days or weeks. Such emails are sent for a specific purpose: Whether it’s advertising special offers or registering for a webinar.

  • Automated emails

Automated emails can save you a lot of time and work wonders for growing customer relationships.

An automated email can be as simple as a welcome email sent to a new newsletter sign-up, or a personalized email based on customer behavior or existing information.

The great thing about automated emails is that no one needs to be physically present to send them.

This event can be a newsletter subscription, a birthday, or an abandoned shopping cart on your website.

Automated emails

You should be aware of two different types of automated email:

Automated Marketing Emails: The content of these emails is dictated by the activity the contact associated with your product or service.


Usually, the contact has already given their explicit consent to receive these promotional emails from you through the participation form.

Transaction-related emails: As the name suggests, they are sent after the transaction. Examples include order confirmations, shipment updates, and appointment reminders.

Transaction emails are essential for customer relationship management, especially if you are a business. Imagine that you buy a product online and you do not receive an order confirmation – you probably think this is a fraud.

Because of their importance, transactional emails are often sent to promotional emails from different IP addresses. If your business relies heavily on transactional communication, you need to carefully evaluate the transaction potential of a potential email provider.


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