Avention Media

What is Email Marketing? Overview

Email is a stable marketing channel around the globe utilized by small and large-scale companies. If you have ever researched email marketing, one statistic will always pop up in the results – for every $1 spent on email marketing, marketers make $36.  

Email Marketing Revenue


It’s a true figure that shows how effective email marketing is for businesses.  For these reasons, emails should be a part of your digital marketing strategy. Not using email marketing to your advantage is a missed opportunity to earn higher revenues. 

Now, the question remains, “What is email marketing and how does it work?” 

What is Email Marketing – Definition  

Forbes writes, “Email marketing is a type of direct marketing. It can be a fantastic approach to communicating with clients and potential clients about pertinent offers, news, updates, and other information.” 

But what is email marketing exactly? 

Email marketing is a strategy to send promotional emails to contacts of your business.

Marketers use this channel to send special offers, special occasion deals, welcome clients, and more to engage and connect with the audience. This helps them fetch more contacts/ prospects for building contact lists. These can be role-based email lists or based on some other criteria.  

Today, emails are no longer a way to just convey information to customers. It is now a channel to connect with the audience and improve communication. Further, emails are economical, easy to track, and help with insights into the campaign’s performance. 

To know how does email marketing work, first learning about its value would help.  

Importance of Email Marketing in 2024 



Email marketing is relevant today despite being an old promotional strategy. In fact, email marketing is growing rapidly.  

Most adults who are online view promotional offers and product information via emails.  Additionally, experts estimate that 4.73 billion people will use emails by 2026. Thus, email marketing is what you need as a marketer if you desire to earn profits and reach precise customers.

Further, email drives more revenue than other marketing channels. Email marketing helps with more targeted and personalized communication, leading to better lead conversions. It creates brand awareness among target markets.  

When done right, it also establishes the loyalty of your existing customers by delivering the right messages during their entire journey. A good email marketing strategy will boost the audience engagement rate and help you earn more profits. 

Now, it is time to check the top advantages & disadvantages of email marketing 

Benefits of Email Marketing and its Drawbacks 

B2B Email Marketing Statistics



Let’s start with the advantages of email marketing for your business growth.  

Email is Cost-Effective 

We know that email marketing delivers high ROI (return on investment). It also is cost-effective for marketing teams. Businesses can send bulk emails at an extremely low rate. It helps reach more customers while keeping the total cost of email marketing low.  

Effective Personalization 

Email marketing is the best channel to ensure personalization. It helps personalize marketing at scale, allowing brands to talk with customers on a first-name basis. This aspect helps improve the open rates and leads to more conversions. 

Helps Get Customer Feedback 

Using email marketing tools, you can receive feedback from customers. Brands can use tools like surveys to ask for feedback on products and enhance user experience. They can use this feedback to create better campaigns for higher ROIs.   

Email Automation 

Email marketing is automation-friendly. Using free and paid tools, brands can automate their campaigns. They can use these tools to send welcome emails whenever a customer joins the list and pitch products with the help of insights into their preferences and interests. 

Some of the disadvantages of email marketing are: 

Spam Detection 

Many users today use spam filters and tools to avoid marketing emails. Marketers can use opt-in email lists to prevent their email ID from getting marked as spam.  

Undelivered Emails 

If you get an inaccurate email list, most of your emails may remain undelivered, which still costs money. It can also affect your ROI as you invest time and money in your email campaigns. 

Changing Regulations 

Adhering to different regulations is essential if you have international customers. It requires brands to keep a check on changing international data laws like GDPR, CAN-SPAM, etc. You can avoid getting fined or banned in a specific country with accurate information about laws and rules. 

Types of Email Marketing Campaigns for Business Success 

The types of email marketing are –  

  • Inbound email marketing – Sending marketing emails to your existing subscribers. It helps boost engagement and improve customer loyalty.  
  • Outbound email marketing – Sending emails to a broader target audience not yet on your email list. The aim is to make them aware of your brand.  

All campaigns and emails fall into these groups based on the purpose and target audience. Here are some types of email marketing campaigns to improve your business performance.  

Onboarding Campaigns 

Converting new leads to loyal buyers is a long process. This is where onboarding campaigns help. The campaigns help nurture subscribers until conversion using a series of emails. Marketers send these emails right after users sign up for a product or make a purchase.  

Drip Campaigns 

Drip campaigns involve a set of pre-written, automated emails sent to customers. Marketers use automated tools to send these emails over some time to motivate customers to complete an action like joining an online program. 

Seasonal Campaigns 

Businesses note that festivals and holidays are peak times to earn profits. Statistics reveal that Americans spend an average of $1,400 during Christmas. From Valentine’s Day to New Year, you can use many opportunities to engage and create a buzz to boost sales with seasonal email campaigns. 

Trigger-Based Email Campaigns 

Marketers use trigger-based campaigns to ask users to complete a specific action. The triggers can be any event, behavior, or engagement. When a customer purchases a product, they receive a confirmation email following the purchase. It is an example of a trigger-based campaign.  

Promotional Email Campaigns 

Promotional emails are often for slow seasons. These campaigns can include one-off offers like coupon or discount codes, vouchers, or special offers for your target audience.  

Event Campaigns 

These are standalone campaigns for an upcoming event you’re hosting. You can use event campaigns to target a segment of the audience to increase engagement. 

Lead Generation Campaign 

Lead generation email campaigns include a cold email and several follow-up emails. These campaigns aim to introduce your product to a new audience based on ICP (ideal customer profile). 

Abandoned Cart Campaign 

People sometimes visit a website and add a product to the cart. But, they forget or decide not to complete the purchase at that time. Abandoned cart emails are to encourage them to act and complete their purchase.  

Offer an incentive for this to gain a customer, giving them a cashback offer, for example. 

Survey and Forms  

Surveys and forms allow you to get customer insights, suggestions, and feedback. It benefits both by helping you expand your business using the audience’s feedback while making them feel valued. 

Email Campaigns for Re-Engagement 

Re-engagement campaigns are to reach inactive subscribers to market products. Sending out a re-engagement email can help reconnect with them and renew your goodwill. In fact, it is 5x cheaper to turn an inactive subscriber into a customer than to gain a new one. 

Email Marketing Tips for Assured Campaign Success 

Here are our top email marketing tips to boost campaign performance. Use these tips to improve your email marketing’s open rates, click-through rates, and lead-generation targets. 

  1. Automate your emails to send them out according to the schedule every time. 
  2. Find the best timing to send emails based on when the user last visited your website, what action they took, etc.
  3. Use email analytics tools to design and plan better campaigns. You can check the bounce rate, open rate, click-through rate, and unsubscribe numbers.
  4. Keep your emails simple and test them for different sizes of fonts and margins.
  5. Include personalized subject lines, as they can help generate higher open rates.
  6. Write emotional marketing copy for more engagement, as every pain point and desire for customers is traced back to emotion.
  7. Tell a short story behind your brand, newly launched product, or service to create a memorable experience.

Best Email Marketing Platforms to Support Your Campaigns  

Email marketing platforms offer service-based tools for marketers. They can use it to set up and launch email marketing campaigns. These platforms serve many purposes, like growing your international email database, designing customized email templates, and sending personalized emails.

Using many services, resources, and tools, these platforms help marketers do much more than simply send emails. Further, it lets you segment users into groups and track the performance of your campaigns. 

A good email marketing platform also has data security policies in place. It ensures that your marketing message reaches the intended inboxes without getting marked as spam. 

Let’s check out the list of the leading email marketing platforms to send personalized emails without hassles.  

  1. HubSpot — Best for large enterprises.
  2. Mailchimp — Suitable for simple emailing.
  3. ConvertKit — Ideal platform for content creators.
  4. AWeber — Beneficial tools for bloggers.
  5. ActiveCampaign — Best for creating automation workflows.
  6. GetResponse — Suitable for small to medium-sized businesses.
  7. Constant Contact — Offers best customer support options.
  8. Campaign Monitor — Best for simple email campaigns.
  9. Brevo – Best for growing small businesses.
  10. MailerLite – Best for selling paid subscriptions.

Best Practices of Email Marketing to Drive Results 

You need a thoughtful strategy to pull off a successful email marketing campaign. It should cover all the best practices of email marketing that attract potential customers with relevant and well-timed messages. 

Here are the top practices to consider when creating the next email marketing campaign. 

Design Your Emails for Mobile Devices 

Statistics point out that 55% of all emails get opened on mobile. So, optimizing emails for mobile devices is a crucial practice. 56% of companies already optimize email for mobile devices when creating campaigns. 

Understand that the viewing experience is different on smartphones and computers. So, it is best to put your best content at the beginning of your subject line. Also, ensure that you keep your subject lines under 30 characters. 

You can use a font size of a minimum of 12 points. It helps the reader consume content without zooming in to read your content on their small screens. Using images also helps with better engagement. But avoid using too many images as they take time to load properly on mobile devices. 

Follow CAN-SPAM Regulations 

Avoiding the CAN-SPAM Act and regulations can lead you to get your domain name banned. It means you cannot send emails using the same domain. So, take measures to understand and adhere to these regulations to avoid risks. Here are some rules you can remember when planning your next email campaign. 

  • Never use false or misleading header information to trick the reader. 
  • Deceptive subject lines are also not acceptable. 
  • Reveal your location in the email. 
  • Give options in the emails to opt out or unsubscribe from the list. 
  • Consider the opt-out request immediately and remove the recipient from the list. 

Maintain Consistent Branding 

Most people ignore brands when designing and writing an email copy. Emails offer a personalized way to connect with your audience. So, set your brand voice consistently to create an image in your reader’s mind.  

When readers open your email, they should recognize your brand at first glance. For this, you can include your logo at the top and use your brand colors. Maintaining consistent branding also helps with the open rates and builds trust.  

Segment Email Lists for Precise Targeting 

Segmenting is about dividing your contact list into smaller groups. You can divide these groups based on interest, demographics, or preferences. It allows you to send more relevant, personalized information and offers to the target audience. 

One way to segment your contacts is to group them according to their actions on your email. Most email marketing platforms offer features that automatically create groups. For example, the people who click on a link in your email enter a separate segment. 


This guide helps answer what is email marketing and how it works. 

Now, you also know that email marketing continues to deliver results. But sending the same email to all without personalization and a well-planned strategy won’t reap effective results. 

You need targeted messages using personalization that open on different devices. Further, conducting A/B testing is equally crucial for finding the right mix of CTAs (calls to action), subject lines, and formats. 

Understand that the industry is evolving. So, what worked a few years ago might not deliver the same results today. Figure out what works and use suitable tools to automate emails. 

Create compelling subject lines and determine the best time for your target audience. Use the strategy and best practices of email marketing that your customers are more responsive to. It will improve your campaign performance and help your business grow. 


What is email marketing strategy?  

An email marketing strategy involves steps or tactics to send promotional emails to your target audience. The goal is to have a regular, effective, and profitable relationship with the subscribers. 

Is email marketing good for beginners?  

Email marketing is an economical and essential way to send a convincing message to the audience. Email marketing lets you connect with a new audience and build a loyal following. For this reason, it works well for new businesses looking to create their audience base. 

What is the first rule of email marketing?  

While there is no specific first rule of email marketing, clearly stating your identity is one of the essential tips. Your customer must be able to identify you at first glance. So, include the name, logo, images, links, etc. It will help you establish trust and increase loyalty.  

How often should email marketing be sent?  

A survey by Omnisend shows that sending 10–19 emails per month is ideal. So, 3-5 weekly emails are suitable for getting the most returns from campaigns. You can use A/B testing to find the best frequency of emails your audiences prefer.  

Is email marketing in demand?    

Email marketing is always in demand. After all, it can generate a higher ROI than most marketing channels, making it a cost-effective option. Further, the demand for bulk email marketing is also increasing, driving market growth.  


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