what is email marketing?

Email marketing is the process of targeting your leads and customers through email.

Email marketing is no doubt one of the most overlooked marketing channels by startups and existing businesses, yet it generates the highest return on investment based on a 2018 data.

According to business insider the top 3 mobile apps millennials can’t live without are Amazon, Gmail, and Facebook. Meaning, if your product target market are milliners, you won’t have any trouble convincing them to make a purchase via mail

Email as a tool is very useful when building relationships, building brand awareness, boosting product sales, Generating and nurturing leads for both B2B and B2C companies and startups.

Email isn’t just a tool for sending reminders to your customers when they make a purchase, it’s for creating, building and nurturing profitable relationship. In-fact email communication is the backbone of marketing.

Why is it the backbone you may ask, I think it’s based on the fact that all buying age-grade use email more than any other platform? Besides what’s the use of marketing if no one sees it.

Today, you will learn what email marketing is and how to get started with it.

Let me take you on a cruise.

Why email marketing is just what you need

If you are thinking of the right channel for customer acquisition, then email is your best bet. It’s 40X more effective than Facebook and Twitter combined. Though search engine optimization comes next in line, it converts fifty per cent less than email.

Another reason to love email is the fact that you own the channel. Apart from some GDPR regulations you have to abide by, every other thing is yours. You send emails to your list when you like with your own preference.

Going past owning the channel, email generates a stunning $38 dollars for every dollar spent, which is a 3,800% return on investment. Think about it for a moment. Do you know another marketing channel with such Return on investment?

By comparison with other modern messaging services, 90% of consumers check their emails daily. Also, consumers are 3x more likely to share your mails than other social networks. This means, your emails don’t only get opened, you also get referrals too.

Why email is the best communication tool for B2B companies

Companies offering business to business offering, are often confused as to what communication channels work best. Personally, after spending quite some time rendering email marketing services, I can boldly say email works best when trying to get other business owners to use your product.

In contrast, B2B email click-through rates are 47% higher than B2C. Enough reason for emails to be added to your business model canvas as a choice marketing channel

Most importantly, 86% per cent of professionals use emails as their preferred communication channel. Making it perfect for business to business communication.

How marketing basic design template

Have you noticed, all ten of your previous mail followed a very similar pattern. Doubting it? Go ahead and open it. Here’s how it will look like:

There would be something eye-catching on the title to motivate you to open the mail. Then the design and copy to keep you reading until the end (if the marketer did his or her job right.) followed by a beautiful call to action.

Once you understand this basic framework, writing emails will be a work in the park. Notwithstanding, what you have written is of no value if it doesn’t get opened.

Email marketing relies on compelling subject lines for the magic to happen.

How to get your email marketing right.

Before I begin sending mails, I use a 5 step process to make sure I get it right. This process has saved me tons of money and working hours.

In the same way, I believe you will save yourself from future problems should you decide to follow it. Practice the following rules to get email marketing right:

Define your audience.

Think of your audience as your ideal customer who will buy your product or use your service without any hesitation. Write down your preferred industry, age grade, location, pain points and anything else that will enable you to identify your audience.

­Establish a goal.

My goal is to establish myself as a thought leader in B2B marketing, so as to get training opportunities. You need to identify yours. Knowing your goal will enable you to stay consistent and creative.

Create a way to grow subscribers.

There are many ways to grow subscribers, I use website forms and giveaways.  You don’t want to be the one who gets everything for nothing.

The best way to grow your email list is through sharing. Share eBooks, whitepapers, resources, articles, lessons and much more in exchange for email addresses.  Tools like Microsoft word will enable you to create test based resource quickly.

Start sending:

Now that you have a list of subscribers, it’s time to engage them. The type of message you send will depend on your industry and campaign you have chosen.

Here are some campaigns to choose from:

  • Subscribers welcome
  • Event invitation
  • Announcement
  • Webinar invitation
  • Confirmation
  • Purchase reminder
  • Product update
  • Blog post announcement
  • Company insider report and more.

Irrespective of the type of campaign you select, it’s good to welcome every new signup. Introduce yourself or business, tell them what to expect and how often they will get your emails.

Meanwhile, your email frequency will depend on your audience and your capacity. In all you do, make a habit to be very consistent Some A/B testing also helps.

Measure your result:

There are 3 most important metrics to consider in email marketing. I call them core metrics. They are open rate, click-through rate, number of unsubscribes. Measuring each of these metrics will show you what’s working and what isn’t.

Low open rate means you have to work on your title and you’ve lots of unengaged subscribers. Start building a consistent relationship with your audience.

Low click-through rate means you have to work on your copy. Note your CTR will be zero if you didn’t include a call to action in your mail.

High unsubscribe means you have to see to if you’re sending the right message to the right audience.

Crafting your own email marketing process work

Depending on your audience/customer journey and type of business, the email marketing process typically works the same way. Here are the 3 stages I think every of your user will go through:

First, opt-in to your mailing list: Audience will opt-in to your list in several ways. It’s often not necessary they download a resource or receive a gift in exchange. For example, an eCommerce store grows its mailing list primarily via signups.

Next, they receive a welcome mail. It very important you send one to anyone who signs up to your list. I use an autoresponder to automate this process. Its sends a mail to anyone who signs up on my list.

Lastly, they begin receiving regular mails depending on the company goals. This is where you follow through with great contents that will blow you audience away and make them see you are worth every click.

Great and educative content equals positive feedback, openings and high clickthrough rate.

There are a lot of email marketing tools. I use Getresponse to automate my entire email marketing process because it’s easy to use, have great customer service and robust features.

Why Every B2B/startup needs email marketing

Email isn’t restrictive, it isn’t for a particular target market. Everyone uses them.

Nothing works better in the B2B space like emails. Every business-focused email will fall into one of these five categories:

1.      Promotional

2.      Discovering fit

3.      Stimulating interest

4.      Re-engagement and

5.      Lead nurturing

Startups with a marketing strategy built around these five categories will outshine others. ­By sending emails focused on the above five, you will increase your closing rate and reduce drop-off.

Tailoring your content

Through email segmentation, you can tailor every content for different subscribers in your mailing list while taking them through your customer journey.

Take your customers through every stage of the buyer journey through tailored content: Here’s a typical journey I take prospective customers through while working with startups.

  1. Learning about the company
  2. Engaging with the company
  3. Purchasing from the company
  4. Being consistently in contact with the company
  5. Becoming a loyal fan

Email marketing use cases

E-commerce companies

  • Up-sells
  • Cart abandonment
  • Referrals and loyalty programs

SaaS emails

  • Welcome
  • Onboarding and education
  • Promotional or upgrade email
  • Affiliate opportunities

Courses, books, and educational resource brands

  • Pre-launch
  • Sales
  • Feedback/review request


  • Donation request
  • Thank you emails
  • Progress updates


  • Pre-event promotional
  • Announcement


You need to focus on your email marketing strategy more than any other channel as it yields the biggest results when compared to others.

However, to get started, you need to understand your audience, create am email marketing process, tailor your content and measure your success.

Decide to follow your email marketing through with valuable plus relevant information that will help your customers and you will see a jump in your return on investment.

What do you think about email as a marketing channel? Leave your thoughts in the comments section

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Paul's Emails on various aspect of marketing have helped us improve our margin and become profitable.
Earnest Jonez, Freelancer