What is Email Marketing11 min read

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Table of Contents

Getting started with Email marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email (Wikipedia 2020). Digital platforms have taken over the major forms of marketing in this new age, and with the emergence of Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google Ads and other social media platforms for marketing.

It has been a massive success in the digital world. It can be said that “for the growth of any major business or service, it’s digital presence is a means to its success”.

Though these media can help get your audience, email marketing can help you keep your audience in tune. Email marketing is an important part of your digital marketing efforts. It helps send various specialized messages to various interested people hereby keeping your audience informed and your targeted customers tantalizing.

These email marketing processes help keep the awareness of the product/service to be offered to the audience and serves the targeted customers the information they need to get the product/service and while also helping in maintaining the relationship with present customers.

Stay in touch. Too many businesses chase new business when existing customers and contacts are far more valuable.

Mick Dickson – Buzzed up marketing

Benefits of email marketing

Have you ever wondered why you would be asked for emails when signing up on any social media platforms or opening accounts anywhere online?

The answer to that is simple – Email Marketing is an essential tool to the progress of any brand in the digital platform.

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Its use is extraordinary magical as it can turn an illiterate of a product to a customer with adequate knowledge and use of a product in a minute. Some of its benefits include:

Building of genuine relationship

Emails (especially personalized ones) are one of the best ways to build genuine relationships with your audience and increase their engagement with your brand and services.

Increase your brand awareness

Email Marketing increases brand awareness and keeps your brand in the mind of your prospects and leads all the time leading to the moment of conversion.

Email Marketing drives referrals

A major role of email marketing is the creation of awareness of a product/service to its receivers, who after getting knowledge of the product will also promote it through its awareness. The more attention a product/service offers to its interested customers, the more aware the customer knows of its use.


Utilizing email marketing would allow you to retarget your existing customer and allows you to sell more than once to the same customers.

Promotion of content

You can use your emails to drive more audience to contents you create on your blogs, YouTube and social media channels and keep them updated.

It doesn’t require high level of expertise or expenses

This is one of the best features of email marketing as you don’t need to have great technical knowledge to execute all your marketing campaign and you can operate it at fairly low cost.

Email marketing is the most effective way for all marketing, including targeting and retention of customer for acquisition. By creating enough awareness supported with email marketing, a new customer can be a retained loyal customer.

Some email marketing statistics

Getting started with email marketing

Email marketing doesn’t have to be complex to get the grasp on it; and following the guide we have here for you would really go a long way to help you get started on email marketing and email campaigns.

Set your Email goals

Before getting started, ensure you have highlighted what your goals are and what you want to achieve. Some of the metrics which you can use to set and measure your goals (analytics) includes:

  • Open Rate – this is the percentage of the emails you sent are opened by your audience
  • Click Through Rate (CTR) – this is the percentage of people who actually clicks on the links or Call to Action (CTAs).

You can also research your industry and find out the average statistics on emails and use them as benchmark for your goals.

Create a medium for sign ups

Before you can even send email campaigns, you would need people to sign up, and there are various ways to do this. However, some of the best ways includes:

  • Creating a sign-up landing page
  • Embedding a sign up form on your website
  • Popups and exit-intent forms

Choose an email marketing service

Choosing the right email marketing service would help, aid and enable you to meet and even exceed your marketing goals as these services have software and features that would make this happen. Some of the best email marketing service out there includes

Send regular and valuable campaigns

When planning and sending your email campaigns, always put in mind that most people don’t like being sold to; so, endeavour your emails are less salesly and more helpful.

You email campaigns shouldn’t always be about promoting your goods and services and it should be written with a point of view meant to help your audience.

Another important thing to note is to always keep your email marketing efforts constant and regular. Your audience should have it in the back of their mind when to expect to hear from you next. This way, you can build a rapport and close communication with them.

Motivating People to sign up on your email newsletters

Building an email list is a process that can take a long while and especially in the beginning. However, here are some tips that would definitely help you ease the process:

Ask your existing Clients

You want to build your email list, right? Then what better start off than inviting your present and existing customers, people who have had a taste of what you offer and are pleased with it. This should be your starting point.

Ask your website visitors

Next, try asking those who visit your website. Your website visitors might see your content as something they would like to see more of and you could even get to generate leads from there.

Give something valuable in exchange

This is a classic move that always works. Have you ever downloaded an eBook, material, used a free online tools and all that was asked for was your name and email or just email? Well, there is a typical example.
So it is you saying “Hey, get this e-book on increasing sales. It is totally free; all you just have to give me is your email to send you similar offers.”


This includes promoting your email across your other online/media channels/platforms such as webinars, social media such as Facebook, Twitter, Instagram, YouTube etc.

Promote offline

You can also choose to promote your email list widely when you meet speak with contacts or meet people anywhere in the real world as well as online.

Types of email marketing campaigns to start with

There are different types of email campaigns which we would cover in another section. Choosing between these emails campaigns types could be overwhelming, but we would try to guide you on the three types you need to get started with:

Informational Campaigns

Informational emails are more frequent emails you send to most, if not all of your audience to give them information or updates. It could be on what you are up to, on your blog posts, on various topics, product updates etc.

These emails are sent with the aim of keeping in touch with or letting your audience know what you are up to.

Infomational email marketing newsletter by codepen
Infomational email marketing newsletter by codepen

These are sent to people who have signed up to receive valuable content from you. For example, if you subscribe to our newsletter below, you will receive weekly updates on our articles and offers which we hope you benefit from.

Transactional Campaigns

Transactional emails are a more personalized form of emails that are sent usually with the aim of achieving a specific purpose. They are usually sent in response to specific actions. For instance, you can send: Welcome emails, Thank-you emails, Confirmation emails etc.

transactional email marketing newsletter by impact b&d
Transactional email marketing newsletter by impact b&d

Avoiding Email Spamming

Spamming is something we all hate and might have fallen prey to one time or another. But before we continue, what exactly is spamming?

Spamming is sending unsolicited, unwanted/junk messages, mostly for products or services you don’t want and without consent

Unfortunately, a lot of people don’t know what spamming is or if what they are doing is spamming. To educate you, you are spamming if:

  • You don’t ask for people’s permission before emailing them.
  • There isn’t an easy option for people to unsubscribe you’re your email list
  • You keep sending messages people find irrelevant

Your email marketing would be most effective if it is wanted, consented and looked forward to. Another important thing to do is making sure your content is written the right way so it doesn’t send the wrong message of create the wrong impressions.

Email autoresponders

Autoresponders are automatically set messages that are sent to your audience in response to an event or action. It is an easy to master email marketing technique that is very useful.

With autoresponders, you can set automatic messages to your audience even when you are not actively present to do so. For example, you can automatically send a welcome email when someone signs up to be in your email list; you can send automated emails on birthdays, when you publish a new post etc.

Autoresponders are a way of leading potential clients to the information that will be most valuable to them, and converting interest into sales

Valuable Content

Use the right email marketing services with combination of relevant and valuable content plus segmenting your email campaigns. In short, this is a sure and correct recipe for email marketing success.

Additional email marketing tips

Ready to get things rolling on email marketing? Here are a few extra tips we think would help you out in writing amazing emails:

Subject Line

Firstly, ensure your Subject line is clear and exciting. This is the first thing your audience would see before anything else. The tone and language you should use should also be exciting, personalized. It should also reflect what you write in the body of the email.

Content Body

The body of your content should be consistent, understandable and interesting. You also wouldn’t want your content to be too lengthy but go straight to the point as your audience would definitely have a lot of emails coming in and you wouldn’t want them to just skip yours.


Ensure to choose images, graphics or infographics that are relevant, attractive, and optimized for all devices.

Call To Actions (CTAs)

You should always put a call-to-action (CTA) to lead them into performing an action. Your call-to-action should also provide a useful, relevant information/offer to distinguish it from the rest of regular emails they receive.


You can send your emails on a quarterly, monthly, weekly, or daily basis; but we advise choosing between weekly or monthly. Choosing farther than this might create the some impression you wouldn’t want. Example is that you don’t give regular updates. Choosing a daily schedule also might feel like spam.

Another thing to put in mind is to have a fixed day which would let your audience know when to expect another update from you.


Hubspot did a study on the observed response rates of 20 million emails, and concluded that Tuesday at 11 AM ET is the best day and time to send emails. However, we advise you do a little bit of testing to see the best time which your preferred audience prefers their emails best.


55% of emails are opened on mobile. So, you should make sure that like your website, your emails should be optimized for mobile and other devices.


Personalized emails have been shown to get 6x Higher Transaction Rates. So, write every email in a personalized tone, like you’re sending it to a friend.

Are you ready to learn more about Email Marketing or want us to help you make most of your marketing efforts?

Contact us today!

Editorial Team

Editorial Team

Fovero Digital Technologies' Editorial Staff is a team of Tech experts led by Odewale Ayomide. We are a world class Graphics, Web and Digital Marketing agency operating from Lagos, Nigeria.

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