In today’s digital age, email marketing is one of the most used strategies of advertising. It has been in existence for a very long time, but people underestimate it even now. In this blog, you will get to know how email marketing works and its benefits in today’s digital market.

In today’s digital age, email marketing is one of the most used strategies of advertising. It has been in existence for a very long time, but people underestimate it even now. In this blog, you will get to know how email marketing works and its benefits in today’s digital market.

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Email marketing refers to using emails to market their products to their leads and customers. Emails are sent to a group of individuals who have subscribed to the company’s mailing list. Both small businesses and large businesses use email marketing to keep their customers updated and to achieve their marketing goals.

How does email marketing work?

Getting to know how email marketing campaigns work is very important for business. Read on to get valuable insights on email marketing.

1. A high-quality subscriber list

The most oh-so-important part of email marketing is building a high-quality subscriber list. There are certain strategies you can focus on to build a robust email subscriber list. Encourage visitors to fill in opt-in forms by placing them strategically on websites, social media profiles, and in landing pages. You can also offer visitors some useful content for free in exchange for their email addresses. The content can be e-books, masterclasss, or even an exclusive discount. 

Also, divide your audience based on their interests, age, location, etc. to send personalized emails to them. You can also link your customer database to email and it can send personal emails with their names. This gives a sense of a very personal feeling to leads and there are high chances they become your customers. 

2. Campaign creation

Email campaigns vary from one business to another. There are a variety of email marketing campaigns and choosing one for your business can be overwhelming. Before you decide to start a campaign, you should decide on the purpose of the campaign. If campaigns don’t have a single purpose, the effort of creating a subscriber list goes useless. The purpose can be as simple as this campaign to introduce a new product. Or should your business have a weekly newsletter? 

The key to the success of any advertising is to keep the audience engaged with interesting content consistently. Some of the basic email marketing templates are discussed below:

Welcome email 

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A welcome email should be sent by every brand. It must be sent as soon as the customer subscribes to the mailing list. Start the email by thanking the customer for doing so. By doing so, it builds trust between the customer and the brand. There is a high chance that they become your new customers.


Start by sending free content such as cheat sheets, checklists, customer testimonials, links to free webinars, etc. This will make customers go for it, as they need not waste time surfing the web. In case of a webinar or masterclass, you can send the important points over the mail and ask them to sign up for the next course.  

Cart-abandonment mails

Cart abandonment mail is a type of email marketing mail. It is sent to customers who have added a list of products to their cart but have not yet purchased. This email acts as a reminder to customers to return to the website and complete their purchase. Also, cart abandonment emails can include discounts or free shipping to encourage customers to complete the process.


Cross-selling is an email marketing technique where a business promotes complementary products. This mail is sent to customers who have already made a purchase. The main goal of cross-selling is to encourage existing customers to make more purchases. 

3. Email marketing sequence planning

Planning the email sequence includes defining the sequence length. Determine the frequency of the emails and the gap between each email. There’s no right number of emails to be sent to the customers. It is essential to make sure to send several emails in such a way that it satisfies the purpose. Make sure to not send promotional emails and spam your customer’s inboxes. In a set of 10 emails, 8 emails should provide value and 2 can serve the purpose of closing the deal.

4. Analyzing and optimizing campaigns

Analyzing campaigns regularly is the best way to get good results in email marketing. You can consider a few of the key performance indicators while analyzing. Some of the KPIs are open rates, click-through rates, conversion rates, and unsubscribe rates.

Importance of email marketing

Email marketing offers a great advantage to improving business at a very low cost. Listed below are a few benefits.

Wide reach

email marketing image

The total number of email accounts in the world is 4.9 billion. You cannot sign in or use any application on the internet without using an email. Hence, email is the main ingredient for any business on the internet. Using an attractive subject line is the key to email marketing. Thus, businesses can use email marketing to reach a large audience. It also gives the flexibility for the audience to access emails whenever possible.


Every business wants to gain profits for every investment made. With this in mind, conventional advertising channels like posters, and billboard advertisements fall on a higher budget side. Meanwhile, email marketing is a more affordable advertising method. It considerably lowers marketing expenses by doing away with the need for printing, mailing, or advertising space.

Automation and time efficiency:

Email marketing platforms offer their customers to pre-design their emails. It also allows businesses to pre-schedule emails. People need not be available all the time just to send emails. It saves time, streamlines communication, and helps to have constant engagement with customers.


Email unlike any other social media platform is an open communication platform. Third parties control Facebook, Twitter, and Instagram and keep changing their algorithms constantly. These platforms also support only businesses which use their paid promotions. But email is different as it is one party entity and doesn’t allow interference from third parties unnecessarily.

Drives conversions

For the great majority of marketers, conversions are important. The ultimate objective of marketers is to convert prospective consumers into paying customers, regardless of whether they do so in the form of leads, sales, memberships, or a measure particular to your business plan. 

Email marketing is the best way to convert leads into customers. According to statistics, the clicks for emails are much higher than that of a tweet. People also buy products through emails easily as it gives a professional look. 

Tools for email marketing

  1. Sendinblue
  2. Omnisend
  3. ClickFunnels
  4. Mailchimp
  5. Active campaigns

Recommended Reads

  1. Top 10 major digital marketing modules in 2023.
  2. Digital marketing analytics: Everything you must know.
  3. 14 Digital Marketing Tips For Beginners

Also, check out this video.

Where can I learn more about email marketing?

You can learn more about various types of advertising through online or offline courses. It is always good to learn any course from a reputed edu-tech platform. So, if you are looking to start campaigns for your business or organization, you can enroll in Henry Harvin’s email marketing course to get in-depth knowledge. Henry Harvin offers a structured course along with hands-on opportunities. They also have well-trained faculty members and they will help you understand techniques easily.


Overall, marketing through email is a fantastic tool for businesses to interact with their audience and drive sales. By focusing on building a quality subscriber list, crafting compelling content, optimizing deliverability, and analyzing campaign metrics, you can take your business to the next level.


Q 1. How can email marketing help my business?

Ans: Email marketing can help your business by improving and nurturing customer relationships, increasing sales, and enhancing brand awareness.

Q 2. Does email marketing work in 2023?

Ans: Yes, email marketing works even in 2023.

Q 3. Is email marketing profitable?

Ans: Yes, email marketing can be profitable if implemented effectively. This is because it allows space for direct messaging with customers.

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