What Is Email Marketing? How It Works and How to Get Started?

Author Winston

Updated September 2, 2020

Email Marketing

Email Marketing is a great tool for businesses to connect with their customers, their clients, their patients as well as a one to one conversation. In fact, it’s one of the highest performing communication channels available today. Here are some numbers that put email marketing’s effectiveness in perspective:

  • 40% of organizations say email newsletters are most critical to their content marketing success.
  • 35% of business professionals check email on a mobile device.
  • 73% of millennials prefer communications from businesses to come via email.
  • 99% of consumers check their email every day.
  • In 2019, email marketing had an ROI of $44 per $1 spend. This ROI is expected to increase in 2020.

Why does it work so well? Because it offers a more personal channel for businesses to reach out to their customers, more personal than other forms of marketing.

What Is Email Marketing?

Put simply, email marketing is delivering key messages to your potential clients and customers through a communication channel that you own. It becomes an essential tool for organizations because it allows them to stay engaged with their customer base. You can even reach out to potential customers who have shown interest but who are not quite ready to be paying customers yet.

Why Email Marketing Should Be a Priority?

Through well-crafted emails, you can provide leads with the information they need to make a purchasing decision. Email marketing is also quite efficient at educating users since you can reach out to a large number of people, in a personalized manner. This is important for your business because you’re not spending all your time trying to educate individual clients, repeating the same message over and over.

The cost of email marketing also makes for a strong case for getting started. Email marketing has $42-$44 ROI for ever $1 spent. In fact, the return of investment is one of its biggest benefits. Although the ROI for email marketing depends on the industry, the size of the client base, and the niche, the cost of achieving similar results on other platforms will still be drastically higher. For instance, the average ROI for paid advertising or PPC is just 200% of $2 for every $1 spend. Calculating average ROI for social media is difficult as it varies too much between niches to calculate an average that’s representative of the entire platform. That said, PPC beats out social media content on ROI most of the time.


Finally, email marketing creates an asset. Your mailing list is something you own. You own the contacts and the path to creating long-lasting relationships with current and potential customers. And while social media can be a great channel with the right strategy, it’s becoming more and more pay to play. So yes you can post out free on all those platforms. But it won’t necessarily get you the same ROI. You’re also on someone else’s platform, which means they can keep upping the cost to reach all of your followers. Whereas you own your mailing list and have full control over it. Although, you do need permission from your users to send emails and they can leave your list whenever they want.

But even still, there are many great benefits to email marketing. Some of those being timely advice and actionable information that your clients or potential customers may find helpful. So it’s a great way to educate and keep delivering value, without putting too much thought into it once it’s up and running. You can recycle content with email marketing, you can share your own events, send updates of blog posts, or any big celebrations that your customers are part of.

Getting Started with Email Marketing

The key to succeeding with email marketing is offering and delivering value, all the time. Start by adding a convincing Call to Action (CTA) on your website and social media channels to sign up for your newsletter. Try to add what your newsletter offers (perhaps something unique). You can also use a lead magnet like an eBook to create your mailing list. Once you have a healthy mailing list, you need to create emails with actionable advice. You can automate most of the process with the right tools as well which makes things even easier.

This article was an introduction to email marketing and we possibly couldn’t cover everything there is to know. However, if you’re interested in learning more about email marketing, feel free to schedule a free consultation to learn how we can help your sales funnels and email marketing pipelines.

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