What Is Email Marketing?

Email marketing is the use of email to communicate with people who have provided an appropriate basis for receiving messages. It can support education, lead nurturing, customer communication, retention and sales.

Build a Relevant Subscriber Base

Quality matters more than simply increasing list size. Use clear consent and expectations, collect only useful information and give subscribers a clear reason to remain engaged.

Segmentation

Segmentation divides subscribers into groups based on meaningful characteristics or behaviour. Examples include customer status, interests, lifecycle stage, previous purchases or engagement.

Types of Email Campaigns

• Welcome emails
• Educational newsletters
• Lead-nurture sequences
• Product or service updates
• Promotional campaigns
• Re-engagement campaigns

Important Metrics

Common metrics include delivery rate, open rate, click-through rate, conversion rate, unsubscribe rate and revenue or leads attributed to campaigns. Interpret metrics in context and account for changes in tracking technology.

Best Practice

Every email should have a clear purpose, useful content, an understandable call to action and an easy way for recipients to manage their subscription preferences.