What is Email Marketing?

“Email marketing defines the sending of emails to a database or contacts, such as your potential customers or prospects. It is considered a digital communication strategy and enters into one of the actions of
direct marketing.”

Emailing focuses on sending a message in order to acquire new customers, develop relationships with existing ones, create loyalty, interact with contacts, increase sales, build trust towards a service or product, to confirm a purchase order, among others.

Nowadays, there are endless communication channels that you can incorporate into your digital marketing strategy, and which will give you favourable results for your company or business, one of them is email marketing.

In the last year, it has established itself as an important means of communication, which also creates a significant and rapid link with the user or potential client.

Today it is impossible to have a business without having to resort to emails!
So if within your digital marketing strategy you still do not implement this online tool, this post is for you.

In addition, for your current clients, it can be a strategy that will help to add value to your company creating a much closer and personal communication with them.

From order confirmation emails to newsletters, they are essential for the management and growth of your business.

In this guide for beginners, I explain everything there is to know, in a simple way, about email marketing.

What are your objectives, where to start, the different types of emails that should be sent and the different aspects that should be taken into account.

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Why use email marketing in your marketing strategy?

The email is not new. On the contrary, it is one of the first digital media to appear. But far from being obsolete, email marketing is still relevant. Due to its high accessibility, it can reach a variety of audiences.

The quality messages that you send are sent directly to your recipients’ mailbox, which allows you to be present in the daily life of each one of them.

Therefore, email is involved in each stage of the relationship with the client: lead nurturing, prospecting, conversion, but also in the generation of loyalty.

Email marketing helps you meet your marketing and growth objectives.

It is a support that allows you to meet your goals to get known, position yourself as an expert and to sell your products and services.

In addition to helping you with your marketing goals, these are the main aspects of email marketing:

Convert 3 times more than social networks.
When used properly, the conversion of an email campaign
is much higher than in Social Networks, which is why it is one of the favourite tools of marketers.

It is considered one of the most profitable channels in online marketing, but it is necessary to have a clear, concise content strategy that provides value.


The mass mailing is also an opportunity to speak directly to your audience, making a connection that gives a sense of distinction and preference to the recipient.

It is a key feature to have positive opening percentages.

Increase cross-sales or promote up-selling

It could be that the recipient is already one of your customers, but does not know the full range of products or services you offer.

For example, in sending a monthly newsletter you can recommend other products that you have, promote the update of a product or include add-ons, if applicable.


Compared with other electronic channels, it is one of the most economical, allowing to minimise expenses effectively.

If we consider that it is a direct, personalised channel and in addition, the content can be scheduled, its price is relatively low, making it a favourite of brands and companies.

It keeps you in the minds of your consumers

The majority of the times for which a client does not return to consume a product or services is because he has forgotten that it exists.

This tool prevents this from happening by building a flow of reminders so that, when the customer is willing to buy a product or service similar to the one you offer, your company is your first choice.


In case you have news or promotions to promote the sale during certain times of the year, emails are an excellent channel to make them known instantly and at the time they need it.

Keep in mind that when you use personalised information according to your client’s profile, your closing percentage (conversion) will be even higher.

Mass mailing is not sending SPAM

The advantage of email marketing lies in its great scalability.

It is possible to send emails easily on a large scale but it does not mean sending junk content to everyone in the contact list.

The image of the mailing campaigns has been affected by the frequent sending of worthless emails to people who have not requested to receive these messages.

Take into account that email marketing is more successful, your database must be updated and it must be a list of contacts that have previously accepted to receive emails.

To avoid this we advise you to include a system based on permits or double opt-in, so that recipients can register voluntarily to your emails. In this way you will have a database really interested in receiving your messages.

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Types of emails

According to their use, here are some ways in which emails can be catalogued:

  • The newsletters or newsletters usually present the news of your company (new features or services) and / or summarise the best of your blog.
    They allow you to stay in the minds of your recipients and inspire them.
  • The email campaigns are more focused on marketing and sales. A campaign can consist of 3 to 10 emails for several days or weeks.
    For example: an offer for mothers’ day, special offers for the holiday season, the launch of a new product, etc.
  • Transactional emails, as the name says, are sent after a transaction.
    These are, for example, booking confirmation emails, welcome emails when someone subscribes to your newsletter or reset the password.

Some tips for having successful email campaigns

Now that you know more about the different types of emails and their interests for your business, it’s time to move on to the main points of email marketing.

If you do not have an email strategy implemented, you can lose sales opportunities and, therefore, money. It’s time to fix it, now we explain how.

1. The need for an email marketing solution

Step 1 of an effective email strategy is the choice of your email marketing tool. In fact, it is essential to use software to send your emails for several reasons.

The first is that email sending platforms allow you to make sure that your emails are sent to your recipients and you can easily create campaigns without the need for design or programming knowledge.

An email marketing software allows you to manage the subscriptions to your emails (a legal obligation that we will discuss below), but also design your emails easily. With a few clicks, you can design a good newsletter that motivates you to read and that meets your goals.

Email sending platforms also allow you to track the statistics of your sent messages: you can see which are your best performing emails and get more information about your audience through the opening, clicking and reactivity rate.

Last but not least, email software saves you time! Sending emails one by one through Outlook or Gmail is risky, but it also requires a lot of time and produces few results.

Depending on the platform you use, the behaviour of the recipients is monitored in real time, allowing you to evaluate the
results of your campaigns
in minutes.

The analysis of these results will give you a better idea of ​​the objectives you have achieved and the profile of your recipients, which will mark the success of your next campaigns.

That’s why it’s important to have a service provider that gives you the necessary tool to track your email marketing campaigns.

2. Collect emails legally

To send emails, you will logically need email addresses. However, the way in which the collections are very important. The RGPD is a European regulation that protects the personal data of consumers, including their email addresses.

To collect emails legally, they must go through a process called “opt-in”. Learn more about the subscription and the
RGPD here.

3. Segment your contacts

The more your contact list grows, it is advisable to make groups and personalise your messages according to your interests, stage of purchase, lead scoring, age, etc.

The possibilities are many! This allows you to continue providing each person on your list with relevant and personalised content.

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4. Improve your delivery capacity

Deliverability is a term derived from “deliverability” in English. It is a concept that refers to the emails are sent successfully to the recipients. Unlike emails that are sent directly in the SPAM folder (spam), which means they are rarely read.

The delivery capacity of your emails depends on technical factors and behaviour. In concrete terms, this means that the quality of your emails influences their reception, in all senses of the word.

Avoid certain words such as “free”, keep a list of contacts updated and add a link to unsubscribe are good practices that improve your ability to deliver.

5. Create a beautiful and professional design

In marketing, the way matters as much as the substance. Whatever your message and the value it has for your audience, no one will read it if the medium by which it is transmitted is not readable. The trick to creating pleasant emails to read while saving time is to use email templates.

Choose a template for your personalised emails with the colours of your company. You will only have to modify the text of your different emails.

When using Mailchimp, you do not even need a designer, the drag-and-drop editor simply allows you to customise your emails while creating a clean and professional design.

6. Customise your emails

We all like to feel a little special. Conversely, we also feel very fast when someone does not listen to what we say. It is also valid in email marketing! The personalisation of your emails is essential to create a real relationship of trust with your prospects and customers.

This means using your name at the beginning of the email (“Hello, Diego”), but also through more advanced features, such as dynamic personalisation, which allows you to offer your recipients different products according to their preferences.

These details have a profound effect on your opening, clicks and, therefore, on conversion rates.

Choosing the indicated email marketing tools

There are several free email marketing programs, but to make an informed and relevant decision for your business, here are the questions you should ask yourself:

How many contacts do you have and plan to have in a year?
How many emails do you plan to send in a year?
What kind of mail would you like to send? (transactional and/or marketing)
Is there a solution and customer support in your language?

These questions will help you determine your email platform according to your needs.

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