Email Marketing
Email marketing is the use of emails as part of your marketing efforts to promote a company's products and services and build customer loyalty. Email marketing is a form of marketing that lets customers on your mailing list know about new products, discounts, and other services. It can also be a softer method of educating your audience about your brand value or keeping consumers engaged between purchases.
If you want to grow your brand or sell your products or services, email marketing is one of the most popular and effective tools for marketing campaigns. According to Statista, email marketing revenue is expected to grow by 287% worldwide between 2024 and 2032.
This article will help you learn how email marketing and using promotional emails can help you grow your business, and give you some tips to help you get started with a successful email campaign.
Why Use Email?
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, which uses email to promote your company's products or services.
It can help your customers discover your latest items or deals by integrating it into your marketing automation efforts. It can also play a vital role in your marketing strategy with lead generation, brand awareness, relationship building, and customer engagement between purchases through different types of marketing emails.
A Brief History of the Email
The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a bunch of numbers and letters, but it marked the beginning of a new era of communication. Ray Tomlinson was also the first person to use the “@” symbol in email addresses.
In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk used this new method of direct communication to send the first commercial email to inform people about a new product.
Mr. Thuerk's email list consisted of only 400 addresses, but the emails he sent generated about $13 million in sales. (Source: Computerworld)
By the 1990s, the Internet had become commercially available to everyone. The way people communicated with each other began to change dramatically, and marketers discovered that email could be an effective way to promote their offering. The emergence of marketing emails also necessitated regulatory updates; the UK Data Protection Act, for example, was adjusted to require an “unsubscribe” option to be included in all marketing emails.
Email has become a popular marketing tool for businesses in part because it compels the user to take action in some way: the email will sit in the inbox until it is read, deleted, or archived.
Around 333 billion emails are sent every day. This number is expected to increase to 392.5 billion by 2026. (Source: Statista)
The Pro's & Con's of Email Marketing
Disadvantages
While email marketing may seem like the perfect way to reach out to customers, generate new leads, and develop valuable business relationships, it does have some drawbacks. In fact, many businesses choose to use text messages as an alternative form of communication.
Here are some of the major drawbacks of email marketing campaigns.
- Spam. It seems like our inboxes are filled with useless information. “Lose 20 pounds in two weeks,” “Click here for a great discount.” We receive them and click delete almost instantly. Plus, we never see some of these emails because they end up in our spam folders. Unless you turn off your spam filters, these messages are just a waste of time for the company that sent them.
- Size. If your email is too large, it may take a long time to load or may not load at all. In the meantime, a potential customer has just lost interest, which is costing you money.
- Competition. Disadvantages aside, email marketing is a popular form of marketing, which means your email won’t be the only one flooding users’ inboxes. This means that to stand out from the competition, you may need to invest and hire really good copywriters or offer additional promotions to grab your audience’s attention
- Engagement. Often, a customer sees an ad and signs up for the email list based on the ad or offer. They may or may not take advantage of the offer. Either way, they are now in the customer database, but that doesn’t mean they will continue to open your emails and click through to your site. You need to continually find ways to engage your audience, or you could end up with high unopened email rates or a large number of unsubscribes.
- Design. Today, emails can be accessed on a variety of devices, including phones, tablets, and computers. This means that unless you design an email for each platform, your customers may see a poorly designed version of your email. Email marketers don’t know what type of operating system the recipient is using. In many cases, what is supposed to be a visually appealing email may have spaces or not display certain visual elements or logos. This is distracting to the recipient, and they are quick to delete these emails, especially if they think they are spam or a scam. These emails are difficult to read in most cases and have very little value.
Advantages
Email marketing can help you build a relationship with your audience while driving traffic to your blog, social media, or anywhere else you want people to go. You can even segment your emails and target users based on demographics so you only send messages that are of most interest to them.
Email marketing also allows you to run A/B tests of a subject line or call to action to determine which message is more effective through email marketing software that can also be set up to send emails easily.
You can track in detail the success of your campaigns and then target your follow up making light work of old sales lists.
Save Time and Resources
As you can see by the long list of potential pitfalls with Email Marketing - Having Gen-R8 manage your campaigns can save you a lot of wasted time and energy!
Types of Email Marketing
There are several types of email marketing. Each serves a different purpose and uses a different approach to communicate and engage with your audience. Let’s take a look at some of these different types, so you can create the best email marketing campaign for your business.
- Welcome emails. This type of email welcomes customers and encourages them to learn more about your product or service. They often offer a trial or other bonus. They serve to introduce the company to a potential new customer.
- Email newsletters. Email newsletters, also called newsletters, are very popular, often highlighting new products and services. They can also include articles, blogs, and customer reviews. Typically, there will be a call to action to encourage the reader to do something, whether it’s reading a new blog post or learning about a new product.
- Lead nurturing emails. This type of email targets a specific audience through a series of emails in hopes of converting them. Typically, lead nurturing emails focus on a group of people who are interested in a specific product or service, then nurture their interest by sending more emails that offer additional information or relevant promotions. The goal is to move users from the consideration phase to the purchase phase.
- Confirmation emails. Those who have recently signed up for a mailing list or newsletter, or who have purchased an item online for the first time may receive a confirmation email. This assures prospects that their information has been received and that they are on the list to receive additional information. It is also a way to inform users that their order has been validated or that their registration was successful, and these emails may include further actions to take.
- Dedicated emails. If you want to contact only a portion of your mailing list, you use a dedicated email. The recipient list for such an email can be based on different criteria, such as recent purchases, inactive customers, new members, and other types of specific criteria.
- Invitation emails. These types of emails often announce upcoming events, new product launches, and seminars. Most businesses use these types of emails when a special event is happening, to attract attention and raise awareness.
- Promotional emails. These types of marketing emails are very common, they are often generic and sent to a wide audience. They are usually used to maintain a certain level of awareness and can introduce new products and services.
- Survey Email. Customer feedback is one of the best tools a business can have. Sending these emails tells your customers that you value their opinion and want to provide them with an experience, product, or other service that is valuable to them and that they will enjoy. Businesses can also use the feedback provided during surveys to apply it to their offerings and create a better or more tailored product.
- Seasonal marketing emails. Many businesses use the holidays or special occasions to reach out to customers and prospects with information about upcoming sales and promotions. These emails are often tied to holidays like Christmas, Valentine’s Day, Mother’s Day, and Father’s Day.
Building your Email Marketing List
Don't Buy Email Lists
Don't Buy Email Lists
Don't Buy Email Lists
Don’t buy email lists. Many email marketing companies have a strict permission-based policy on email addresses, meaning that sending to purchased lists is prohibited.
Instead, we recommend encouraging people to opt-in to receive messages from you by using engaging elements.
You can offer your customers a discount on their first order when they sign up to your email list via a custom signup form. Or, you can offer new subscribers free shipping on their next order or give them a chance to win a reward for signing up to your list.
Stay Legal
Don't Buy Email Lists
Don't Buy Email Lists
Be sure to follow the legal requirements and laws applicable in your region 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 for the processing of personal information.
Regulations are based on both your geographic location and that of your subscribers, and it is your responsibility to know which laws apply to your situation.
Be Engaging
Don't overdo it!
Don't overdo it!
Use email as a way to engage with your customers. Email is a great marketing tool, but it can also help your business in other ways. Consider taking a break from your regular marketing content every now and then to send out surveys, tell your customers how much you appreciate them after they make a purchase, follow up with them after an abandoned cart, or just say hello.
By doing this, you’ll not only give your audience valuable feedback, but also give them a better understanding of who’s behind the business.
Don't overdo it!
Don't overdo it!
Don't overdo it!
Only send emails when you really need to. Once someone trusts you enough to give you their email address, don’t abuse that trust. Flooding your audience’s inbox with unnecessary emails can cause them to lose interest or even unsubscribe.
Focus on sending relevant, engaging messages about topics they care about, and they’ll stick around for a long time.
Copyright © 2025 Gen-R8 - Tous droits réservés.