How to Do Email Marketing

Email marketing is one of the leading marketing channels that have 4200% ROI. It is a cost-effective and user-friendly marketing channel that helps you connect with your audience and customers. You don’t get pushy and salesy because you send emails with your subscribers’ consent.

But how to do email marketing so that you don’t end up as a spammer? 

One of the key concerns with email marketing balance. You might end up sending too many emails that your subscribers will eventually report you and mark your emails as spam. On the other hand, not sending emails regularly will make your subscribers inactive and they might switch.

Maintaining a balance is essential.

Let’s see how to do it.

What is Email Marketing?

Any email that a business sends to its customers, target audience, or subscribers is known as email marketing. This doesn’t just include marketing emails rather all types of emails such as informational, transactional, and promotional.

The beauty of email marketing is that it helps you build a two-way relationship with your customers and you can send emails whenever you like. Your subscribers have actually allowed you to contact them via email. This makes it an approved marketing approach, and it always works great.

How to Do Email Marketing

Despite its amazing ROI and high engagement, email marketing doesn’t always deliver results. You must do it the right way to ensure that it delivers results. You must have a plan of action and a systematic approach to doing it, and this is how it will deliver results.

1. Select an Email Marketing Tool

The first thing that you need is a reliable email marketing service provider or a tool. You can’t do it manually for two main reasons:

  1. It will cost you a lot of time and resources especially if you are sending personalized emails
  2. Your IP address and email address might get blocked for sending bulk emails.

A tool, such as MailChimp, will automate email marketing for you. And this is the right way to do it.

Here is what a tool will do for you:

  1. High email deliverability rate and low bounce rate
  2. Fully or semi-automated email marketing
  3. Budget-friendly and low-cost
  4. Improves personalization
  5. Helps with list building and segmentation
  6. Easy-to-use
  7. You can create marketing pages such as squeeze pages, landing pages, etc.
  8. Seamless integration with third-party apps and tools including CMS.

GetResponse, for example, is a leading email marketing tool that offers a wide range of services including landing pages, marketing automation, conversion funnels, and more:

leading email marketing tool

Importantly, a reliable tool helps you do email marketing like a pro.

2. Collect Email Addresses

Email address is the only currency that works with email marketing. You need to collect email addresses so that you can create email campaigns and send emails. Collecting email addresses of your target audience is known as list building or email list building.

When it comes to list building, the larger it is, the better.


Because an average email conversion rate is 14.65% in 2021. This means a list of 1,000 subscribers will lead to more conversions than a list of 100 subscribers:

average email conversion rate in 2021

So, how do you build your email list?

You need to create squeeze pages which is a landing page used to collect/capture email addresses. Here is how it looks like:

squeeze page example

It could be a separate standalone page (like a landing page) or a simple signup form on your website. Most of the email marketing tools let you create squeeze pages in no time. They have ready-to-use squeeze pages that you can use with minor tweaks. Or, you can create your own with its builder (if your marketing tool provides one).

This is another reason why you must choose an email marketing software.

3. Create Email Campaigns

You don’t have to wait for email addresses to create email campaigns. You can create an email campaign even with a single email address. In fact, it is recommended to set up your campaigns right away as soon as you register with an email marketing tool of your choice.

An email campaign needs two things:

  1. A segmented email list
  2. An email sequence (also known as an autoresponder).
how email marketing works

For example, you can create a newsletter campaign that will send weekly newsletters to subscribers who have signed up for the newsletter via your blog.

The best part: This is done automatically.

You’ll just have to create and set up a campaign once with rules, templates, email subject, body, follow-ups, and an email list. It will run automatically.

Here is an example of an email campaign in action:

an email campaign in actioт

Campaign creation is a simple process. You’ll have to choose a template, fill a short form, connect your list, design an email template, and schedule it. The exact procedure varies from tool to tool but generally, it is a straightforward process.

4. Grow Your Email List

Growing your list should be an important part of your email marketing strategy. This is important for a couple of reasons:

  1. More subscribers mean more conversions and more business.
  2. The average unsubscribe rate for email is 0.26% so your email list will shrink over time. You must actively work on growing your list.

Importantly, growth in the email list means your business is growing. And this is a healthy sign, right?

You need to create lead magnets to grow your email lists. A lead magnet is an extremely valuable resource that you share with your target audience for free in exchange for their email address. Here is an example of a lead magnet:

squeeze page popup example

The offer has to be irresistible. It must be a resource that your audience can’t refuse.

You need to create multiple lead magnets and supporting squeeze or landing pages for each to grow your email list.


Email marketing isn’t difficult. It is one of the few marketing channels that you can automate fully. This automation feature isn’t available with other marketing channels. For example, you can’t automate content creation, distribution, and promotion. Content marketing is all manual. In fact, the more manual it is, the better.

Things are different with email marketing.

It is automated and still extremely personalized. The more automated it is, the better. Now you know how to do email marketing, you are all set to create your first campaign.

Featured Image: Pexels

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