Email Marketing in 2023

Email Marketing in 2023: How To’s, Strategies and Best Practices

Ever heard of email marketing? No, maybe? Okay, let’s take it slow.

Have you ever thought about the number of unread emails sitting in your inbox right now and wondered if you’ll ever find the time to go through them all? 

Now imagine being the sender of those emails and trying to stand out from the crowd. It’s like trying to get the attention of your crush at a party, but they’re busy chatting with dozens of other people. The struggle is real! 

However, when done right, email marketing can turn your messages into irresistible love letters that your subscribers can’t wait to open and engage with.

Recent stats in email marketing have shown an undeniable rise in how businesses are taking advantage of this form of digital marketing to nurture leads and foster long-lasting relationships with their customers. 

In fact, for every $1 spent on email marketing, the average return on investment (ROI) is a whopping $40!

If you’ve ever felt like email marketing is only for the big dogs, or you simply don’t know how to harness the power of the inbox, you’re in the right place. 

By the end of this blog post, you’ll be well-equipped with the knowledge and tools you need to craft effective email campaigns that even the busiest of inboxes can’t ignore. 

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So, What is Email Marketing, and How Does it Work?

What is email marketing

In a nutshell, email marketing is the process of using email as a channel to communicate with your target audience, promote your products or services, nurture relationships, and encourage customer loyalty.

The purpose of email marketing is threefold: 

  • It helps you reach your audience in a personalized and cost-effective way, making it easier to grab their attention
  • Allows you to establish strong connections and build trust over time, which ultimately leads to higher customer retention
  • It allows you to track and analyze the performance of your campaigns, providing valuable insights that can help you improve and optimize your marketing strategies.

Email Marketing Glossary

Here are some common email marketing terms and their definitions:

  • Email Service Provider (ESP): A platform that helps you create, send, and manage your email campaigns. Examples include Mailchimp, Constant Contact, and Sendinblue.
  • Subscriber: A person who has given you permission to send them marketing emails by signing up for your email list.
  • Opt-in: The process of obtaining a user’s consent to receive your marketing emails. This can be done through single or double opt-in methods.
  • Segmentation: The practice of dividing your email list into smaller groups based on specific criteria (such as demographics or behavior) to deliver more targeted and relevant content.
  • Email List: A collection of email addresses from subscribers who have opted in to receive your email marketing communications. 
  • Landing Page: A standalone web page created specifically for a marketing or advertising campaign, designed to encourage visitors to take a specific action, such as signing up for an email list or making a purchase.
  • Lead Magnet: A valuable piece of content or offer that you provide to potential subscribers in exchange for their contact information, typically their email address. Common examples of lead magnets include e-books, guides, checklists, templates, webinars, or exclusive discounts.

Types of Email Marketing

As you venture into email marketing, you’ll discover various types of campaigns designed to entertain, inform, and entice your audience. Here’s an overview of some popular types of email marketing campaigns:

12 Types of emails you can send out for an email marketing campaign


Periodic updates with news, articles, or tips that keep your audience informed about your industry or brand, helping to foster engagement and build brand authority.

Promotional Emails 

Sales, discounts, special offers, or new product launches that give subscribers an incentive to purchase and increase revenue.

Transactional Emails 

Order confirmations, receipts, shipping notifications, password resets, and other essential communications that are triggered by specific user actions and provide important information.

Behavioral Triggers 

Emails sent based on user actions, such as browsing history, or content downloads, which help you deliver personalized and timely messages that nudge users towards desired actions.

Welcome Emails 

Greeting new subscribers and providing an overview of what to expect, helping them feel valued and setting the stage for future communications.

Re-engagement Emails 

Targeting inactive subscribers to rekindle their interest by offering incentives, sharing updates, or requesting feedback.

Educational Emails 

Providing useful information, tutorials, or guides related to your industry or product, positioning your brand as a valuable resource and thought leader.

Event Invitations 

Invitations and reminders for webinars, conferences, or other events, helping to increase attendance and participation.

Drip Campaigns 

A series of pre-written emails sent over a period to nurture leads or onboard new customers, delivering relevant content at each stage of their journey to keep them engaged.

Retargeting Emails 

Reaching out to people who interacted with your brand but didn’t complete a desired action (e.g., abandoned a cart or signed up for a free trial), encouraging them to reconsider and return.

Announcement Emails 

Sharing company updates, new features, or important news, keeping subscribers informed and maintaining a strong brand presence in their inboxes.

Seasonal Emails 

Seasonal promotions, themed content, or holiday wishes that leverage specific times of the year to create a sense of urgency or foster a festive spirit.

How to Do Email Marketing: A Step by Step Guide

Ready to dive into email marketing and create captivating campaigns that resonate with your audience? 

What is an email marketing campaign

In this step-by-step guide, I’ll walk you through everything you need to know, from setting clear goals to measuring the success of your campaigns. 

1: Set Clear Goals

The first step to a successful email marketing campaign is to have a clear understanding of your objectives. Defining your goals will not only help you focus your efforts but also provide a roadmap for success. 

Here are some common email marketing goals to consider:

  • Brand awareness: Introduce your brand to potential customers and establish a presence in their inbox.
  • Customer engagement: Keep your audience interested and engaged with your brand through valuable content and interaction.
  • Lead generation: Attract new leads by offering valuable resources or incentives that encourage potential customers to share their contact information.
  • Lead nurturing: Guide your leads through the sales funnel by providing timely and relevant information, building trust, and encouraging them to take the next step.
  • Customer retention: Maintain relationships with existing customers by offering ongoing value, support, and incentives to keep them loyal to your brand.
  • Sales and revenue growth: Encourage purchases and upsells through targeted promotional campaigns and exclusive offers.
  • Event promotion: Drive attendance and participation in webinars, workshops, or other events you’re hosting or attending.

2: Choose an Email Service Provider (ESP)

An Email Service Provider (ESP) is a platform that enables you to create, send, and manage your email campaigns efficiently. 

So, you’re probably asking, “why not use my email account?”

An ESP provides tools and features specifically designed for email marketing, which are not available in regular email services. These tools simplify the process of crafting engaging content, segmenting your audience, and tracking campaign performance, allowing you to focus on building connections with your subscribers.

Moreover, ESPs are designed to handle the technical aspects of email marketing, such as maintaining high deliverability rates, managing unsubscribes, and ensuring compliance with anti-spam regulations. This level of functionality would be challenging to achieve using a regular email service.

As you evaluate ESPs, consider factors such as ease of use, available features, scalability, deliverability, and customer support. Also, look for an ESP that offers email marketing automation features that align with your business needs and goals. 

This includes allowing you to create complex automated campaigns such as drip campaigns or lead nurturing campaigns. Also, check whether the ESP provides personalization and segmentation tools to deliver targeted and relevant messages to your subscribers. 

Benefits of email marketing automation

Some popular ESPs include Mailchimp, Constant Contact, Sendinblue, and ConvertKit. 

Test out a few providers through free trials or demos to help you find the perfect fit for your business.

3: Build an Email Marketing List

Your email list is the backbone of your email marketing strategy. You need an email address to send an email to, right?

A high-quality list consists of subscribers who have willingly shared their contact information with you and are genuinely interested in your content or offers. 

So how do you get an email list organically?

6 Tips on How to Build an Email List Organically

Create a compelling lead magnet: 

Offer a valuable resource or incentive that encourages potential subscribers to provide their email addresses. Examples of lead magnets include e-books, guides, checklists, templates, webinars, or exclusive discounts.

Use sign-up forms: 

Place sign-up forms strategically on your website, blog, or landing pages, making it easy for visitors to subscribe to your email list. Offer clear value and set expectations about the content they’ll receive.

Promote your email list on social media: 

Share your lead magnet or invite followers to subscribe to your newsletter through your social media channels.

Host webinars or online events: 

Require registration for these events, giving attendees the option to sign up for your email list during the process.

Run a giveaway or contest: 

Encourage participants to provide their email addresses for a chance to win a prize or receive exclusive content.

Leverage offline channels: 

Collect email addresses during in-person events, networking, or through traditional marketing materials, like business cards or print ads.

4: Segment Your Audience

Audience segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, interests, or behavior. 

This approach enables you to send more relevant and targeted content, which can lead to higher engagement, increased conversions, and a better overall experience for your subscribers.

Here are some ways to segment your audience:

  • Demographics: Separate your subscribers based on factors like age, gender, location, or income. This helps you tailor your content and offers to appeal to different segments of your audience.
  • Interests: Group subscribers according to their interests, preferences, or the type of content they interact with most. You can collect this information through surveys or by monitoring their behavior on your website or within your email campaigns.
  • Purchase history: Categorize customers based on their past purchases, order frequency, or average order value. This allows you to create personalized offers and promotions that resonate with specific customer groups.
  • Engagement level: Segment subscribers based on their level of engagement with your emails, such as open and click-through rates. You can tailor your content to re-engage inactive subscribers or further cultivate relationships with highly engaged readers.
  • Lifecycle stage: Divide your subscribers based on where they are in the customer journey, such as new subscribers, leads, active customers, or lapsed customers. This helps you send targeted content that moves them through the sales funnel or nurtures their loyalty.
  • Behavior triggers: Send targeted emails based on specific actions or events, such as cart abandonment, browsing history, or content downloads.

5: Design Your Emails: What Makes a Good Email?

Crafting a compelling email is an art that requires attention to detail and a deep understanding of your audience. A good email should grab your subscribers’ attention, deliver your message effectively, and encourage them to take action. 

Tips on building an email list

Here are some elements of a good email:

Subject line 

The subject line is the first thing your subscribers see, and it determines whether or not they open your email. A good subject line should be attention-grabbing, concise, and accurately reflect the content of your email.

Preview text 

The preview text is the short snippet of text that appears beneath the subject line in some email clients. Use it wisely to provide additional context or incentive to open your email.

Compelling content 

Your email content should be engaging, informative, and provide value to your subscribers. Use a conversational tone and avoid using jargon or overly formal language.

A clear layout 

Organize your content in a logical manner, using headers, subheaders, and bullet points to break up large blocks of text. This makes your emails easier to read and allows subscribers to quickly find the information they’re looking for.


Incorporate relevant visuals, such as images or videos, to support your message and make your email more visually appealing. Use alt text to describe your visuals for subscribers who can’t see them.

Call-to-action (CTA) 

Design a clear, visually prominent CTA button that stands out and encourages subscribers to take the desired action. Make sure your CTA text is clear, concise, and action-oriented.


Use personalization tags to address your subscribers by name or include other relevant information, such as their location or past purchase history. This can help your emails feel more tailored and relevant to your subscribers.

6: Measure Success and Optimize

Measuring the success of your email marketing campaigns is essential to understand what works and what needs improvement. By analyzing key metrics and performance indicators, you can optimize your campaigns for better results. 

Email Marketing Metrics to Track:

6 Email Marketing Metrics to Track

  • Open rate: The percentage of subscribers who opened your email. A high open rate indicates a strong subject line and an engaged audience.
  • Click-through rate (CTR): The percentage of subscribers who clicked on a link in your email. A high CTR indicates engaging content and an effective CTA.
  • Conversion rate: The percentage of subscribers who completed the desired action, such as making a purchase or filling out a form. A high conversion rate indicates effective targeting and persuasive messaging.
  • Bounce rate: The percentage of emails that were undeliverable. A high bounce rate may indicate issues with your email list or technical issues with your email.
  • Unsubscribe rate: The percentage of subscribers who opted out of your email list. A high unsubscribe rate may indicate issues with your email frequency, content, or targeting.
  • Forward/share rate: The percentage of subscribers who forwarded or shared your email with others. A high forward/share rate indicates engaging content that resonates with your subscribers.

How to Optimize Your Email Marketing Campaigns

After you’ve analyzed the metrics above, you’ll be able to identify areas for improvement and optimize your email campaigns for better performance. 

Here are some email optimization strategies:

  • A/B testing: Test different variations of your email campaigns, such as subject lines, content, or CTAs, to determine what works best for your audience.
  • List segmentation: Refine your email list by segmenting subscribers based on behavior, interests, or lifecycle stage, allowing you to tailor your content and messaging to specific groups.
  • Personalization: Use personalization tags to customize your emails based on subscriber data, such as name, location, or past purchase history, increasing relevance and engagement.
  • Automation: Use automation to streamline your email campaigns and deliver timely and targeted messages to your subscribers.
  • Continuously improve: Regularly review your email campaigns and metrics to identify areas for improvement and implement changes based on your learnings.

Email Marketing Analysis

To track and analyze the performance of your email campaigns, you can use various analytics tools and integrations offered by your ESP. Here are some common analytics tools for email marketing:

  • Google Analytics: Google Analytics is a free web analytics tool that provides insights into website traffic, conversions, and user behavior. By integrating Google Analytics with your ESP, you can track email conversions, subscriber behavior, and referral traffic to your website.
  • ESP analytics: Most ESPs provide built-in analytics tools that allow you to track email performance, such as open and click-through rates, conversion rates, and engagement metrics.
  • Heat maps: Heat maps provide visual representations of how subscribers interact with your emails, such as which links are clicked, how far down the email is read, and which sections are ignored.
  • A/B testing tools: A/B testing tools allow you to test different variations of your emails, such as subject lines, content, or CTAs, and track the performance of each variation.
  • Email deliverability tools: Email deliverability tools help you monitor your email deliverability rates, identify potential issues, and take steps to improve your email deliverability.

Email Marketing Tips

To make the most of your email marketing efforts, it’s important to follow best practices that will help you engage your subscribers, avoid common pitfalls, and improve your overall campaign performance. 

Here are some best practices to keep in mind:


Personalizing your emails by using the subscriber’s name, location, or past purchase history can increase engagement and make your messages feel more relevant.


With the majority of emails being opened on mobile devices, it’s crucial to ensure that your emails are optimized for mobile viewing. This includes using a responsive email design and avoiding large images or buttons that may be difficult to tap on a mobile screen.

Consistent branding: 

Consistent branding in your emails helps to build trust and recognition with your subscribers. Ensure that your emails use consistent colors, fonts, and design elements that align with your brand guidelines.

Tips on building an email list

Clear calls-to-action: 

A clear call-to-action (CTA) can help to drive conversions and encourage subscribers to take the desired action, whether it’s making a purchase or downloading a free guide. Make sure your CTA stands out and is easy to find in your emails.

Compliance with anti-spam regulations: 

To avoid being marked as spam or facing legal consequences, it’s important to comply with anti-spam regulations such as the CAN-SPAM Act. This includes including a clear unsubscribe link, a physical address, and avoiding misleading or deceptive subject lines.

Avoid spam triggers: 

To prevent your emails from being marked as spam, avoid using spam trigger words such as “free,” “act now,” or “limited time offer.” Also, avoid using excessive capitalization or punctuation in your subject lines or email content.

Test and optimize: 

Continuously test and optimize your email campaigns to identify what works best for your audience and improve your overall campaign performance. Experiment with different subject lines, content, and CTAs to see what resonates with your subscribers.

Work with a Professional

Managing email marketing campaigns can be a complex and time-consuming task, especially for small business owners with limited resources. While following best practices can improve your email campaigns, it may still be challenging to execute them properly without the help of a professional. 

A digital marketer or email marketing specialist can provide you with the necessary expertise to create effective campaigns, optimize your emails for conversions, and integrate email marketing with other digital marketing channels.

This will save you time, increase efficiency, and provide a higher return on investment. Want to know how a digital marketer can help? Check out this guide on: What Does a Digital Marketer Do?


Email marketing remains one of the most powerful and cost-effective marketing strategies for businesses of all sizes. 

Is it still relevant?


By connecting with your audience directly in their inbox, you can build strong relationships, nurture leads, and drive conversions. With the right strategy, tools, and best practices in place, email marketing can help you create engaging and relevant content that resonates with your subscribers and delivers a higher return on investment than other marketing channels. 

So, if you’re looking to grow your business and achieve your marketing goals, email marketing should definitely be a part of your digital marketing strategy.

Frequently Asked Questions on Email Marketing

1. What is good open rate for email marketing?

A good open rate for email marketing is generally considered to be around 20-30%, although it can vary depending on the industry, audience, and other factors.

2. What are the factors that affect email open rate

Factors affecting open rates include the quality of your subject line, the relevance of your content to the subscriber, the timing of the email, the reputation of your email address and domain, and the engagement history of the subscriber.

3. What is the difference between a promotional email and a newsletter?

Promotional emails are designed to sell a specific product or service, while newsletters provide periodic updates with news, articles, or tips related to your industry or brand.

4. How often should I send emails to my subscribers?

The frequency of your emails depends on your business goals and audience preferences. Generally, it’s recommended to send at least one email per month, but no more than a few per week to avoid overwhelming your subscribers.

5. What is A/B testing in email marketing?

A/B testing, also known as split testing, is the process of comparing two versions of an email to determine which one performs better. This can involve testing different subject lines, content, images, or calls to action to improve open rates, click-through rates, and conversions.

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