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It may be one of the oldest forms of digital communication, but email still reigns supreme when it comes to usage.

Sure, there are other newer methods of communicating with your audience and customers. Communication methods like social media, live chat, and many others. However, with a user base of over 4 billion people, email is the king of marketing channels.

Additionally, email marketing has an ROI of $38 for every dollar spent, meaning it deserves a place in every marketer’s toolbox.

Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

Why is that? With all the hype over new channels, why is decades-old technology still one of the most effective marketing strategies?

Despite the rise of social, people use email more than other platforms. After all, what’s the good of marketing to someone if they’re not there?

Data shows that most people are on email—and the number increases every year.

In addition, with email marketing you own the connections—you don’t have to worry about algorithm changes tanking your reach.

There’s a problem—most people don’t know how to do it right. (In fact, you’ve probably seen those people in your email box.)

Email Marketing 2022: What is Email Marketing? (Tutorial)

What is email marketing?

Email marketing is a digital marketing strategy that is executed by sending emails to customers and potential customers. Highly effective email marketing converts, turning strangers into customers and one-off customers into loyal patrons. Email marketing is a great way to connect with your audience in a personal but widespread fashion to share your news, advertise sales, introduce new products or anything that helps to promote your brand and ultimately increase sales. Email marketing is a popular technique because it provides the most cost-efficiency and highest ROI of any marketing strategy available.

How to create an email marketing campaign

An effective email marketing campaign has a logical flow of steps to reach the end result. Here are the steps to follow to get an email marketing campaign started:

1. Set goals for your email campaign

Some of the most common goals among marketers implementing email marketing include the following:

Other common goals can include list growth, increased ROI, higher click-through rates or any other metric thats high on your list of priorities at this time.

2. Choose what type of email to send

Its likely that youll already know what type of email you want to send, whether its a promotion for a holiday sale, a grand-opening announcement or a special offer. The purpose of your campaign will typically dictate what the structure of your email will be. Some of the most common types of emails used in email marketing include the following:

3. Segment your target audience

Segmenting your email marketing lists can improve open and click-through rates. This is because youre sending an email thats specifically targeted to a custom group of people. Your list could be segmented by:

Segmenting makes it much easier to craft appropriate subject lines and messaging to encourage the user to open, read and engage with your email campaigns.

4. Select the right email service to meet your needs

All email marketing platforms are not the same. The platform you choose should be one that best fits your needs. Luckily, there are many choices, with many features that may or may not be exactly what you need. The main differentiators in email marketing services are as follows:

5. Build your list of customers/subscribers

Growing your email list can be tricky, but one rule to always follow is to have explicit permission from your recipients to send correspondence to them. To grow your list organically and respectfully, try the following opt-in avenues:

For your lead magnet to be effective, make sure its easily and immediately accessible, useful, provides value and is relevant to the customer.

6. Plan and design your email

When it comes time to create your email, there are a few things to keep in mind:

First, you must write a subject line that will make people want to open the email. To write a standout subject line, include the following:

Always keep in mind that most people get hundreds of emails per day. The key is to catch their eye by standing out from the others. Only when theyre enticed to open the email will your message be delivered.

Your subject line may get your readers to open the email—once. If the content within is lacking, theyre less likely to open your future emails. They might even unsubscribe. Keeping the content relevant, interesting and valuable provides a stronger likelihood that theyll anticipate your future messages. Keep them interested by offering value. It could be an ebook, a helpful article or an invitation to an exclusive sale—whatever your customers are likely to value.

Obviously, if your email gets sent to the spam folder, your recipient will never see your message. Consider the following tips to make sure your email stays out of the spam folders:

As more than half of email is read using mobile devices, its important to pay attention to the formatting of your email, as it will determine the readability. Here are a few tips:

7. Test and track your email campaigns performance

There are several metrics to monitor to measure the success of your campaign. They include:

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