What is Email Marketing?


How to implement email marketing in your company?

Your business has been around for a long time, and you have not yet run a mailing campaign? Perhaps you are worried that it is too late or the process of implementing email marketing will be too complicated and time consuming? Use the tips below to learn how to run your email marketing campaigns to maximize return on investment.


Who do you send mailings to?

The first and most important question you should answer is who you send mail to. Will you be using your own customer base, listing listings from a marketing agency or business partner, or are you going to buy a database over the Internet? Marketers most often use a combination of the first two methods. Third, although widely known, is very controversial due to the legal aspects and the dubious quality of purchased databases. This type of letter can often find the wrong or inactive emails, and the so-called. trap addresses by email providers to detect spammers. Conducting communications to such addresses can in the short term lead to a decrease in reputation and, consequently, the delivery and effectiveness of mailing campaigns. Communication to a rented mailing list is a much better approach. Allows you to reach recipients with a specific profile similar to yours. More importantly, each of the recipients subscribed to the list voluntarily. So if you are interested in them, you can expect a high number of transitions to your website. Remember, however, that choosing the right partner will be key to the effectiveness of your campaign, and the cost of renting a base can be high. The most responsive and engaged in the communication will of course be recipients who have subscribed themselves to your list. It is with them that you have the best chance to establish a long-term relationship that will translate into many successful orders and positive feedback about your business. The process of building your subscriber list, though it takes the longest, is also most effective. Therefore, in the next steps we will focus on organic acquisition of the list, which you should devote the most attention.


How to send messages?

An important aspect when implementing an email marketing campaign is to choose a solution that will allow you to easily and quickly send messages to a large number of users. At the same time, it is also important to be able to analyze the behavior of subscribers in order to be able to communicate with them in real time and to offer them the best deal when they are most likely to place an order. In the case of a rented audience, this topic is not particularly relevant. It is often enough to provide the business partner with the content or template of the message that they send to their recipients. You should get a report on the results of your campaign after you’ve completed it, and watch for traffic statistics such as Google Analytics. When you’re implementing a campaign for your own (organically built or purchased) audience, you’ll need to take care of your own shipping. Broadcasting a large number of emails from your own email account will not be a good solution as it may soon be blocked by ISPs and, consequently, your messages will be poorly delivered. So you need to address other solutions, such as your own email server or using an email service provider (ESP) such as GetResponse. Although the first method of temptation may be lower price, in practice it often requires a lot of work and technical knowledge. This applies both to the server configuration and to the subsequent analysis of shipments and contact, for example, with mailbox administrators. Email marketing platforms offer a number of additional tools and easy-to-use panels, making the process of message creation, management, and audience building intuitive, and can be conducted by less technical people or those who want to spend more time creating and getting creative.


Building an Address Database 1.

Daily Communication You can start picking up your email addresses by making small changes to your daily activities. If you are communicating with existing customers or prospects, there is nothing to prevent you from joining the mailing list when you are chatting or exchanging emails. Just ask them to leave the data or provide a web address (eg in the footer of the message) on which the write form is located. Similarly, all people in your company who are in contact with your customers should work. This applies to both the merchant and the Customer Service. Be sure to train them and provide them with appropriate tools to legalize email addresses. These may be plain paper forms with an additional attachment box, or slightly more advanced devices that support applications such as Forms on the go. Another option that you may consider is the delivery of a quote to the contractors you have previously communicated with. If your needs have not changed and you are still interested in your offer, sending a join request may prove effective. Remember, however, that the border between your offer query and your marketing offer is thin, and you do not want to be considered a spammer. Do not forget about marketing materials. Packages, paragliders, leaflets, gadgets – all of them can be placed on the WWW address of the website or a proposal to join the mailing list. If you are satisfied with the service and are interested in further cooperation, they will surely go to your site, especially when in return they can get such an extra discount coupon.

2. Write Forms Building an address database is often done online. On your website, YouTube channel or on social media profiles. These places can be used to acquire new prospects and customers to whom you will be able to send email in the future. However, in order to convert your visitors into subscribers, you will need to write forms. Forms of recording may take different forms. They may have multiple fields to fill or only one email address. They can be nested or populated. The way you design it can have a huge impact on how many new subscribers you will gain. In order to build a list of new recipients, you must first point their attention to the form and then convince them that in return for leaving the data they will receive something special. This value can be, for example, access to unique information, a discount coupon or a free guide. Reward for the effort put in so that the user has no doubt that what he gets in return is worth his work. You can create your writing forms with the help of graphics and front-end developer or use ready-made tools and form wizards. There are a number of solutions available to help you easily create an attractive form, and get the HTML or JavaScript code you need at home.



of recruited recipients should be divided into different groups to address the corresponding messages accordingly. Good segmentation will allow you, for example, to identify the most active and loyal customers from prospectuses who have never placed an order. Knowing who you communicate with, you can prepare the message in such a way that it motivates the recipient to do what you desire. Segmentation most often involves assigning recipients, additional fields with information about who they are (eg gender, age, location), what they are interested in (what clicks they made on your website or by email), or for example at what stage of the buying cycle They are located. With this audience information, you can easily find people who are interested in you. For example, subscribers who have subscribed to the newsletter this week have opened a welcome message, but have not made a purchase yet. With segmentation, you can reduce the number of messages you send to your audience and focus only on those that bring them value. This way of communication is appreciated by consumers and is characterized by high openings and clicks.


You can create and send Mailings messages in many ways.

Similarly to forms, you can also create oneself from scratch or use ready-made templates and message wizards. If the technical aspects seem too complicated for you and you do not want to edit the HTML code of your email, use intuitive tools where replacing graphics, text or changing your layout is a matter of a few clicks and mouse shifts. When creating emails, you need to be aware of all the elements that affect the effectiveness of your campaigns. They include the sender field, message subject, and preheader. They decide whether or not they should open your email at all. Their purpose will be to arouse the interest of the recipient and to convince them to read the content of the message. Fig. 4 – Adidas brand message combining the subject, preheader and the content of the newsletter into a coherent whole The general look and content of the mailing determines whether the recipient reads the offer and clicks on it. Your message should be attractive and at the same time simple to receive. With a few seconds of attention and meaning, you have to make sure you value your products well in the message. Moreover, you have to make sure that subscribers will know what to do after reading the email. A call-to-action, or CTA, should direct them directly to your landing page or other location to which you want to redirect them. Fig. 5 – InVision brand newsletter with interesting and descriptive CTA button In the mailings outside the standard newsletters, there are also autoresponders. These are messages that are sent automatically at specified intervals or in response to user actions. This means that when the subscriber joins the list or performs the action, the next message will be received at the appropriate time. Examples of use of autoresponder are, for example, birthday and welcome messages. Having a database of thousands of subscribers, it would be hard to expect marketers to send them individual requests. They can do this with autoresponder. Moreover, they do not have to give up the personalization and the individual tone of the message, because the so-called. Dynamic content allows you to share different content with your audience, based on your information.


Landing Pages

A common mistake made by marketers is to direct the email recipients directly to their home page. This approach is ineffective as the amount of information on the page can effectively draw the attention of the subscribers from the offer or product concerned by the message. A more effective way to drive traffic is to create individual landing pages created for a specific campaign, product, or action. By eliminating unnecessary tabs, advertisements and messages, the chance that the recipient will become acquainted with the offer is much greater. The well-designed CTA button will help guide the user’s eyes to the action you need to determine at the planning stage of your campaign. If you want to promote your upcoming webinar, new product or contest, consider creating dedicated landing pages. They may be hosted on your domain (you will need to make changes to your domain’s own DNS settings) and look to work with your home page. However, a limited number of items and a clearly defined goal will make the conversion rate of landing pages significantly higher. It is also important, as well as newsletters and forms, in this case you can use ready-made templates and simple wizards. Thanks to them, you can create professional landing pages in a matter of seconds and begin to more effectively direct the traffic generated from mailing.



The process of implementing email marketing does not have to be complicated. However, it contains some key elements that you should be aware of when you start sending mailings. All people who contact the customers should be trained to help build a list of subscribers. Your website and social profiles must have write forms and be ready to convert the traffic. You can create your own messages, send them to relevant segments, and traffic to your landing pages. Then you can move on to the next step of analyzing, testing, and optimizing your campaigns, the primary goal of which is to increase your return on investment in email marketing.

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