What is Email Marketing?

Email can be utilized to market a business’s goods and services, as well as urge customer reliability, in promotional efforts. Email marketing is a kind of marketing that makes the people on your email list aware of new offerings, promotions, and other services. It can also be a gentler sales pitch that educates your audience regarding the worth of your brand or keeps them engaged while they wait in between purchases. It can even be anything in between. 

What is email marketing?

Email marketing is a potent promotional tool that blends direct and digital strategies. It assists in making your customers aware of the latest offerings or discounts, increasing lead generation and brand familiarity, building relationships with consumers, optimizing marketing automation efforts, as well as keeping customers actively engaged between shopping occasions.

A quick look at the history of email

Ray Tomlinson, a computer engineer, sent the earliest email in 1971, consisting of a string of numbers and letters. This marked the start of a new form of communication, and Tomlinson was also responsible for introducing the use of “@” in email addresses.

Back in 1978, Gary Thuerk, a marketing manager at Digital Equipment Corp., sent out the very first commercial email using this newly-developed direct communication technique to promote a new product.

In the 1990s, the internet became a widely-available resource for the public. This changed how people could interact with each other, and marketers noticed that email was an effective method of advertising. As a result, laws had to be altered – like the U.K.’s Data Protection Act, which mandated an “opt out” option for all marketing emails.

Advantages of email marketing

Email is pretty popular among businesses as a marketing tool because it compels the user to take action, whether it be reading, deleting, or archiving the message.

Email marketing can help you establish a connection with your target audience and direct traffic to your blog or social media accounts. You can also customize each message to send different emails to different users based on their demographics, so that they only see the messages that are most relevant to them.

Email marketing is a great way to run A/B tests of emails, such as subject lines and calls to action, using software that can easily send out emails.

Disadvantages of email marketing

Even though email marketing sounds like the ideal way of connecting to customers, generating prospects, and strengthening business relationships, there are a few downsides to that method. Therefore, many companies now take advantage of EZ Texting as an alternate form of communication.

Here are some of the cons of email marketing campaigns.


If your email is too large, it might take ages to load or never completely load, causing a potential customer to lose interest and thus losing your business.


Despite its drawbacks, email marketing is still a popular way to get customers’ attention. This means there are likely going to be plenty of other emails in the same inbox as yours. To have an edge over competitors, you may need to employ experienced copywriters or offer extra promotions to get people to click on your email.


People may occasionally see an ad and decide to receive emails based on a particular instance or deal. It is conceivable that they won’t benefit from it, but this nonetheless adds them to the customer base. Still, this doesn’t mean they will constantly open your emails or click through to your site regularly. You need to always find ways to interest them or you could observe a large amount of unopened emails or customers unsubscribing.


Nowadays, it’s possible to check emails from a variety of devices, such as phones, tablets, and computers. This could mean customers are viewing your emails in an undesirable way if you’re not designing different versions for every platform.

Email advertisers lack knowledge of the recipient’s operating system. This often leads to emails with erratic breaks, absent visuals, and logos that appear visually displeasing. These annoy the recipient and are usually immediately trashed – especially if they presume it is either junk email or fraud. In most cases, these emails are nearly indecipherable, thus being worth very little.


Although many email services claim to be free, there are often fees associated with things such as including images or exceeding a certain number of words.

Examples of different types of email marketing

We’ll be exploring several types of email marketing, as each one has its own purpose and can help a business engage with their audience in a unique way. With this knowledge, you’ll be able to create an efficient email marketing campaign for your business.

Welcome emails

This type of email is intended to welcome customers, let them know more about the product or service you offer, and even offer a trial or any other bonuses. It helps introduce businesses to possible new customers.

Newsletter emails

Newsletters are a common form of email marketing, and they typically feature new products and services, articles, blogs, and customer reviews with a call-to-action to get readers to do something – be it reading a blog post or trying out a product.

Lead nurturing emails

Lead nurturing emails are designed to convert a specific audience by sending them a series of emails. Usually, these emails are directed at people interested in a given product or service, and they provide more information or promotions with the intent of pushing users from consideration towards purchase.

Confirmation emails

Newly signed-up email or newsletter subscribers and customers who just made their first purchase online may receive confirmation emails. This assures the individuals that their information has been securely recorded, and they will now get notifications. These emails also confirm that their orders or sign-ups were received and can direct them to take further action.

Dedicated emails

A dedicated email is when you want to only reach a subset of your current email list. Criteria for this special list may include recent purchases, inactive clients, new members, and other specific criteria.

Invite emails

Companies commonly use these emails to let people know about upcoming events, product releases and seminars. By doing so, they attempt to increase attention and awareness of special occasions.

Promotional emails

Marketing emails that are sent out to a wide audience and are generic in nature are quite common. They typically serve to keep the public informed and may highlight new products or services.

Survey email

Collecting customer feedback is incredibly beneficial to any business. By sending out surveys, businesses show their customers that they value their opinions and want to provide something enjoyable. The feedback from these surveys can also be used by businesses to make their offerings better.

Seasonal marketing emails

Many companies take the opportunity of special occasions and holidays to update their customers and prospects on any sales and promotions in the pipeline, such as Christmas, Valentine’s Day, Mother’s Day, and Father’s Day.

Strategies for Growing Your Email List

To start your email marketing campaign, you’ll have to build an audience. This can be done by utilizing marketing best practices and providing your customers with excellent service.

Avoid purchasing email lists. Many email marketing networks have a firm, approval-based system regarding email addresses, meaning sending to lists acquired is banned. In place of this, focus on inspiring individuals to give permission to receive correspondence from you by using lead magnets. You might offer your customers a discount on their first orders when they register for your email list using a personalized signup form. Or you could provide new subscribers with free delivery on their subsequent purchase or let them compete for a prize when they join your list. Here are some more suggestions to assist you in constructing an email list: Be knowledgeable of local (as well as international) email regulations. Ensure you stay compliant with any pertinent requirements and applicable laws in your location when sending automated emails, such as the CAN-SPAM Act in the United States, the Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR) in the European Union concerning how personal data is treated. The rules are based both on where you are and where your subscribers reside; it’s incumbent upon you to know which laws apply to you.

Employ email to converse with your customers. While email is an awesome tool for marketing, it can be useful in different ways as well. Pause from your ordinary marketing content from time to time to send surveys, thank your customers for buying from you, follow up after abandoning a cart, or just make friendly contact. This does not merely provide you and your audience the opportunity to obtain helpful feedback but also enables them to gain a better understanding of the individual behind the business.

Send only when really necessary. After an individual has provided you with their email address, respect that trust. bombarding your crowd’s inbox with excessive emails will result in them waning in interest or unsubscribing altogether. Direct your attention to sending them pertinent, stimulating messages about the items that appeal to them, and they’ll remain dedicated for a long period of time.

What can I do to make sure my emails don’t get caught in spam filters?

To ensure that emails you’ve put so much effort into creating don’t end up in someone’s spam or junk mail folder, have recipients add your company website to their safe contact list.

Is it possible to use multiple kinds of marketing in conjunction with email marketing?

As previously mentioned, email marketing can be used for specific offers, events, news, and a variety of other purposes in order to share information via email.

How much significance does the email subject line have?

Pay close attention to the subject line! An uninteresting or irrelevant subject line can cause your email to be diverted to the spam folder, or worse, cause it to be completely disregarded and deleted without being opened.

Crafting a subject line that can make readers open and read your email is essential. Here are some good examples of subject lines: