What is email marketing? Your 101 guide to email campaigns

Email marketing is one of the best ways to communicate with your customers. It can help you nurture leads, raise brand awareness and sell your products.

In this guide, we’ll walk you through the basics of email marketing and give you tips, email templates, and strategies for optimizing your email campaigns for better conversions.

What is email marketing?

Email marketing is a marketing strategy surrounding sending emails to current and potential customers with the goal of increasing brand awareness, driving engagement, nurturing leads, or making a sale.

As a business, you simply can’t ignore or neglect email. If you look at the data, there are over 4 billion email users worldwide—that’s more than half of the world’s population!

There are so many different types of emails you can send as well. While we’ll expand more on this shortly, email can help businesses, small and large, connect and educate their target audience.

Top 6 Benefits of Email Marketing

Email marketing can be an extremely powerful marketing tool to have at your business’s disposal. While there are endless benefits, we’re sharing the top six that can directly impact your bottom line.

  • Increase brand awareness
    Email can help you spread the word about your brand, products and services by sharing valuable resources, educational content, news, updates and more with subscribers.
    You should also align your email content and design with your brand identity to create brand awareness
  • Generate website traffic
    Email is an excellent way to drive more traffic to your website. You can share snippets of recent articles and take interested subscribers to read the full versions on your blog. Or, add calls-to-action to your promotional emails that take subscribers to your landing pages and sales pages to learn more about your products.
  • Drive sales and revenue
    Email can help you put your products and services in front of customers and experiment with different promotional techniques to generate more revenue. For example, you can offer discounts and free shipping to trigger purchases. Another idea is to share roundups and collections that draw attention to specific products. You can also use upselling and cross-selling techniques to increase the average order value.
  • Keep customers engaged
    With email, you have room to experiment with your messages. There are so many different types of email campaigns you can send, and there’s plenty of room for creativity. Switching up your email campaigns keeps customers interested and excited about your brand. Plus, it helps you stay on top of their minds.
  • Boost other marketing channels
    Email lets you integrate your marketing channels and drive traffic to other customer touch points, such as social media, landing pages, blogs, and in-person events. For example, you can ask new customers to share a review on your Facebook page, or start an Instagram challenge and invite subscribers to participate.
  • Gain valuable business data
    Email allows you to collect customer data and learn more about their behavior. You can do this by tracking analytics, or sending email surveys and feedback forms. Leverage this information to improve your emails, business, products, and services.