You’ve heard the buzz—email marketing works. It’s affordable, effective, and can help your business grow faster than you might think. But where do you start? Right here.
What is Email Marketing?
Email marketing is a form of digital marketing where you communicate with your customers and prospects via email.
Here’s why it’s powerful:
- You own the relationship—once someone subscribes, you can reach them anytime without extra costs
- Unlike social ads, you don’t pay per impression
- People on your list have asked to hear from you—they’re warm leads
In short: email gives you a direct line to the people most interested in what you offer.
Who is Email Marketing For?
If your customers use email, you can benefit from email marketing.
Here’s how different businesses use it:
- E-commerce: Drive sales, announce new products, promote offers, gather reviews
- Software companies: Convert free trials into paid accounts, onboard new users, increase lifetime value
- Service businesses: Nurture leads, showcase expertise, build trust
- Content creators: Build engaged fan communities, sell digital products, grow authority
- Media brands: Drive traffic to articles, grow audience size, monetize via ads
- Authors/publishers: Promote books, sell direct, connect with readers
- Real estate agents: Promote listings, nurture buyers, grow local networks
And that’s just the start. From government to construction to education—almost any industry can leverage email.
How Does Email Marketing Fit Into a Digital Marketing Strategy?
Email marketing shines at nurturing relationships and driving repeat business.
It’s great for:
- Building trust and encouraging first-time purchases
- Encouraging repeat purchases or longer subscriptions
- Keeping customers engaged over the long term
But email alone isn’t a brand awareness tool. You’ll typically need to attract leads through other channels (SEO, social, ads) before they subscribe.
What Are the Benefits of Email Marketing?
Drive More Sales
- Promote your products regularly
- Use automation to trigger emails at the right time
- Segment your audience for personalized offers
Email combines visibility and personalization, driving more conversions.
Build Stronger Relationships
Owning someone’s email address gives you ongoing access to their attention. You can build loyalty by sending valuable content and personalized offers.
Benefits include:
- More repeat purchases
- Organic referrals
- Increased customer lifetime value
- Higher brand affinity
Get High ROI
Compared to many marketing channels, email is inexpensive. Once you have a subscriber, the only cost is your email platform and content creation. The result is a high ROI—even with a small budget.
Measure Everything
Modern tools show you:
- Open rates
- Click-through rates
- Subscriber activity
- Sales and conversions (via integrations)
This data helps you continuously improve.
Scale Easily
Once you’ve built automations, they can run continuously for thousands or even millions of subscribers. You can start small and scale email marketing with minimal extra effort.
7 Types of Email Marketing Campaigns
Email campaigns typically fall into two categories:
Campaigns (Manual)
You create and send these emails manually when you have something to share.
Automations (Triggered)
These are pre-built email sequences that run based on subscriber behavior or timing.
Common Types of Emails
Newsletters
Regular updates sent weekly or monthly. Content ideas:
- E-commerce: New arrivals, offers, customer reviews
- Software: Product tips, new features
- Service providers: Industry insights, case studies
- Creators: Content updates, behind-the-scenes
- Media: Article roundups
- Authors: Book updates, Q&As
Check your inbox for inspiration from brands you admire.
Promotional Campaigns
One-off emails promoting a specific goal:
- New product or collection
- Limited-time sale
- Special event
- New referral program
- Free resource or lead magnet
If you want to drive action, use a promotional campaign.
Welcome Emails (Automation)
Sent when someone first subscribes:
- Thank them for joining
- Introduce your brand
- Share helpful resources or popular content
- Set expectations for future emails
First impressions matter—make your welcome sequence shine.
Post-Purchase Emails (Automation)
Sent after a customer buys:
- Thank them for their order
- Provide product tips or usage guides
- Upsell related products
- Request reviews or testimonials
Abandoned Cart Emails (Automation)
Recover lost sales by reminding shoppers about items they left in their cart.
Birthday/Anniversary Emails (Automation)
Send a personalized greeting or special offer on important dates.
Educational Series (Automation)
Nurture leads with value-packed content:
- Mini-courses
- Onboarding series
- Weekly tips
How to Get Started With Email Marketing
- Choose an email marketing tool
Look for ease of use, automation features, integrations, and affordability. Example: MailerLite offers a generous free plan to get started. - Build your email list
- Add signup forms to your website
- Offer lead magnets (discounts, free resources)
- Promote signups via social media and other channels
- Create your first emails
- Start with a welcome email or welcome series
- Send regular newsletters or promotional emails
- Experiment with automations as you grow
- Follow best practices
- Always get permission (use double opt-in)
- Write clear subject lines
- Personalize content where possible
- Test and optimize based on data
- Respect unsubscribe requests
Next Steps
Email marketing isn’t complicated—but it is powerful.
Start with a simple tool like MailerLite (their free plan lets you send up to 12,000 emails per month to 1,000 subscribers).
Create a signup form and start building your list.
Send your first welcome email.
Commit to sending valuable content consistently.