Email Marketing: Everything you need to know

What is Email Marketing? How do you start Emailing? Who do you Email? Every marketer finds themselves faced with these questions during their marketing journey. This article summarises everything you want and need to know to kickstart your Email Marketing Campaign. 

The strategy behind writing an email is to follow a simple rule of thumb: AIDA. Finding yourself at a loss of words when writing an email is extremely common. Therefore, AIDA becomes a basic guide to structuring your content. 

Keep in mind that AIDA tips will help you get ready for the more advanced technique of email marketing that is called outreach. Email outreach is an integral part of any marketing activity that aims to build business relationships between people.

The type of emails you send out should be in line with each customer’s journey. That’s the best way to avoid spam filters and reduce bounce rate. The number of emails sent usually varies with industry but a good gauge would be to send 2-3 emails per month.

Having said that, email marketing forms just a small portion of the entire marketing ecosystem. Referral Rock has an awesome list 35 different marketing strategies, which will give you a more holistic view on the different types of marketing strategies available.

1. Attention

Attention refers to the first 10 words of your email inclusive of your subject. Attention is the most important part of your email – getting your audience to open your email is no easy task. It was reported that only 9% of all sales emails get opened. Here’s how to get your emails acknowledged:

  • Add promotions in your subject headline – “Get 20% off”
  • Personal relevance – simply including your recipient’s name in the subject headline increases the chances of them opening it significantly, 
  • Sense of urgency – “Limited time offer”, “50% for 24hours”, “Urgent!”
  • Trigger words – “Free”

Greet your recipient by their first name, make them feel unique – “Hi John, We have a special offer just for you!”

2. Interest 

You have your customer’s attention and now you have to convince them to read on. This part refers to your opening paragraph of your email. 

  • Address a problem – an easy way to bring up a problem would be through rhetorical questions: “do you have trouble waking up in the morning?”, “constantly hungry?”
  • Statistics – “did you know that the chances of getting a heart attack is 20% higher on a Monday?”. Surprising facts or statistics raises interest to know more. 
  • Include a Video – People skim through an email in a few seconds where most people fail to read and digest the words in front of them. Adding a short GIF in emails have proven to stop thumbs and intrigue people a lot more. 

3. Desire

Your reader has now recognised a potential problem in their lives and want to hear your solution. 

  • Benefits – explain how your product or service can help them 
  • Testimonials – “90,000 satisfied users”, “Named the best up and coming platform”

Highlight the purpose of your product or service – what it was designed for and why people should subscribe to it. 

4. Action

Lastly, end your email with a clear call to action. Note that it is important to only indicate one call to action and a bright color button allowing them to act in a single click. Adding multiple actions is overwhelming and often leads someone to churn. Do not ask for much commitment, start small, such as “Try Now!” or “Browse” or “Find out more!”. Finally, your call to action should not be vague. A vague call to action does not convince someone to follow through for example, “Feel free to share any feedback” or “Would you like to try?”.

Emails matching Customer Journey:

The type of emails you send out should be in line with each customer’s journey. The number of emails sent usually varies with industry but a good gauge would be to send 2-3 emails per month. Here are 4 types of email categories that you can work on to draft some campaigns. A good place to get you started is reallygoodemails for templates.

Types of Emails:

  1. Welcome Emails 

This email should be sent immediately after your customer creates an account or signs onto your service. This email should bring excitement to a reader and allow them to look forward to what they can do next with this new product. 


  1. Newsletters

Email newsletters are emails that inform your customers on what’s new, seasonal promotions, tips or updates about your product or service. 


  1. Promotional 

A reward should be given every few months to your loyal customers as a way to say thank you and keep them from churning. When drafting your promotional email, make it as personalised as possible, ensure your user knows that this promotion is given to him/her exclusively. This means including their name and the discount offer in the subject headline.  

  1. Retargeting 

This should be sent moments after a user abandons their cart online or ends their subscription to your service. Retargeting emails need to be drafted carefully in order to convince your customer to come back. 

For more visual inspirations, here’s a list of email marketing campaigns templates that you can take a look at.

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