{"id":8823,"date":"2023-02-01T17:33:14","date_gmt":"2023-02-01T16:33:14","guid":{"rendered":"https:\/\/www.sendinblue.com\/?p=8823"},"modified":"2023-07-25T16:14:34","modified_gmt":"2023-07-25T14:14:34","slug":"what-is-email-marketing","status":"publish","type":"post","link":"https:\/\/www.sendinblue.com\/blog\/what-is-email-marketing\/","title":{"rendered":"What is Email Marketing? Definition, Strategies, &amp; Tools to Get Started"},"content":{"rendered":"\n<p><strong>This beginner\u2019s guide will explain what email marketing is, how it works, and how to get started. By the end, you\u2019ll have a solid grasp of the basics along with the know-how to launch an effective email marketing strategy for your business.<\/strong><\/p>\n\n\n\n<p>Email marketing is the most profitable and cost-effective direct marketing channel, generating an average <a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">return on investment<\/a> of $42 for every $1 spent.&nbsp;<\/p>\n\n\n\n<p>For this reason alone, email should be a key pillar of your digital marketing strategy. Not doing any email marketing is like leaving money laying out on the table.<\/p>\n\n\n\n<p>But if you\u2019re a bit confused about where to start, that\u2019s totally normal. Email is a vast discipline. It\u2019s easy for beginners to get lost in a sea of tools, techniques, and terminology.<\/p>\n\n\n\n<p>To learn more, stick around for everything you need to know about email marketing:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><a href=\"#what\">What is email marketing?<\/a><\/li><li><a href=\"#why\">Why email marketing is important<\/a><\/li><li><a href=\"#benefits\">Benefits of email marketing<\/a><\/li><li><a href=\"#how\">How to do email marketing<\/a><\/li><li><a href=\"#strategies\">Email marketing strategies<\/a><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 id=\"what\">What is Email Marketing?<\/h2>\n\n\n\n<p>Email marketing is a direct marketing channel that lets businesses share new products, sales, and updates with customers on their contact list. Its high return on investment (ROI) makes it crucial to most businesses\u2019 overall inbound strategy. <\/p>\n\n\n\n<p>Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. This may sound time-consuming, but marketing automation handles most of the heavy lifting for you. In the long run, a well-designed email marketing strategy not only drives sales, but helps build a community around your brand.<\/p>\n\n\n\n<h3>Types of marketing emails<\/h3>\n\n\n\n<p>Marketing emails can be promotional, informational, or serve a specific purpose in the buyer journey.<\/p>\n\n\n\n<h4>Promotional emails<\/h4>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-732x1024.png\" alt=\"email marketing campaign example\" class=\"wp-image-121858\" width=\"549\" height=\"768\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-732x1024.png 732w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-214x300.png 214w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-768x1074.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-1098x1536.png 1098w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg-1464x2048.png 1464w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_good-egg.png 1719w\" sizes=\"(max-width: 549px) 100vw, 549px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\"><em><a href=\"https:\/\/reallygoodemails.com\/emails\/the-timer-s-ticking\" data-type=\"URL\" data-id=\"https:\/\/reallygoodemails.com\/emails\/the-timer-s-ticking\" target=\"_blank\" rel=\"noreferrer noopener\">Source<\/a><\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Email marketing campaigns are used to promote special offers, new product releases, gated content like ebooks and webinars, and your brand at large. A campaign could consist of 3-10 emails sent over several days or weeks.&nbsp;<\/p>\n\n\n\n<p>Promotional emails have a clear <a href=\"https:\/\/www.sendinblue.com\/blog\/email-call-to-action-best-practices\/\">call-to-action<\/a> \u2014 CTA, for short. The CTA represents the specific action you want the reader to take, whether it\u2019s visiting a page on your website or using a coupon to make a purchase.&nbsp;<\/p>\n\n\n\n<p>Your business\u2019s sales and marketing rhythm typically determines how often you send this type of marketing email. <\/p>\n\n\n\n<p>During crucial periods like <a href=\"https:\/\/www.sendinblue.com\/blog\/black-friday-emails\/\">Black Friday<\/a>, you may be sending multiple promotional emails in the same 24-hour period. During slower periods in the <a href=\"https:\/\/www.sendinblue.com\/blog\/ecommerce-marketing-calendar\/\">marketing calendar<\/a>, there may be a few weeks between your promotional campaigns.<\/p>\n\n\n\n<h4>Informational emails<\/h4>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-471x1024.png\" alt=\"email marketing campaign example\" class=\"wp-image-121861\" width=\"353\" height=\"768\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-471x1024.png 471w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-138x300.png 138w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-768x1671.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-706x1536.png 706w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1-941x2048.png 941w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/02\/what-is-email-marketing_november-newsletter-1.png 1176w\" sizes=\"(max-width: 353px) 100vw, 353px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\"> <em>Created with Brevo<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Newsletters<\/strong>: A <a href=\"https:\/\/www.sendinblue.com\/blog\/best-email-newsletter-examples\/\">newsletter<\/a>, as the name suggests, shares news related to your business. Think: new milestones reached, new product capabilities, or featuring valuable content like case studies. Sent at regular intervals \u2014 weekly, bi-weekly, monthly \u2014 newsletters help maintain consistent touch points with your email subscribers.&nbsp;<\/p>\n\n\n\n<p>Simply put, a newsletter is an opportunity to share insights, thoughts, tips \u2014 whatever brings the most value to your audience.&nbsp;<\/p>\n\n\n\n<p>Check out our post to learn more about <a href=\"https:\/\/www.sendinblue.com\/blog\/how-to-create-a-newsletter\/\">how to create a newsletter<\/a>.<\/p>\n\n\n\n<p><strong>Announcements<\/strong>: Email is the perfect way to inform customers of company announcements, new product releases, changes to the service, etc.<\/p>\n\n\n\n<p>More often than not, email is the go-to channel for important messages. If there\u2019s a glitch on your website, shipping delays, or an outage in your system\/software, updating your contacts via email is the best way to maintain communication. It\u2019s secure, instant, and can match the formal tone of even the most important announcements.<\/p>\n\n\n\n<h4>Re-engagement emails<\/h4>\n\n\n\n<p>Another important type of marketing email is the <a href=\"https:\/\/www.sendinblue.com\/blog\/reactivation-email-guide\/\">re-engagement email<\/a>. As the name suggests, re-engagement emails help reconnect with customers or subscribers who haven\u2019t been active lately.<\/p>\n\n\n\n<p>Take a look at this example from Shopify:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/02\/shopify-reactivation-email-example-email-marketing.png\" alt=\"Email marketing example for reengagement\" class=\"wp-image-113614\" width=\"431\" height=\"512\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/02\/shopify-reactivation-email-example-email-marketing.png 861w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/02\/shopify-reactivation-email-example-email-marketing-252x300.png 252w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/02\/shopify-reactivation-email-example-email-marketing-768x913.png 768w\" sizes=\"(max-width: 431px) 100vw, 431px\" \/><\/figure><\/div>\n\n\n\n<p> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Become an email marketing expert with  <a href=\"https:\/\/academy.sendinblue.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brevo Academy<\/a>! You\u2019ll get an email marketing certification to add to your CV and LinkedIn. And the best part? It\u2019s completely free.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 id=\"why\">Why Email Marketing Is Important<\/h2>\n\n\n\n<p>Email isn\u2019t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But at 50 years old, email marketing is used today more than ever before.<\/p>\n\n\n\n<p>You may be thinking, \u201cDo people really still use email? Isn\u2019t social media where it\u2019s at for marketing today?\u201d While it\u2019s true that social media is an important channel for any digital marketing strategy, email has several advantages.<\/p>\n\n\n\n<p>First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are <a href=\"https:\/\/www.sendinblue.com\/pricing\/\">considerably lower<\/a> than for other channels, especially considering the reach and conversion rate associated with email marketing. This is part of what makes email marketing so ideal for small businesses.<\/p>\n\n\n\n<p>Finally, what makes email marketing so powerful and lucrative is that it gives you direct, individual access to your audience\u2019s inboxes.&nbsp;<\/p>\n\n\n\n<p>Still don\u2019t believe us? Let\u2019s take a look at the numbers:<\/p>\n\n\n\n<ul><li>In 2020, there were over <a rel=\"noreferrer noopener\" href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\" target=\"_blank\">4 billion global<\/a> email users.&nbsp;<\/li><li>99% of email users check their email <a rel=\"noreferrer noopener\" href=\"https:\/\/www.digitalmarketingcommunity.com\/researches\/inbox-report-consumer-perceptions-email-2018-fluent\/\" target=\"_blank\">at least once per day<\/a>.<\/li><li>62% of <a href=\"https:\/\/www.sendinblue.com\/blog\/consumer-behavior-trends\/\">consumers<\/a> ranked email in their top preferred communication channels with small businesses.<\/li><li>59% of people said marketing emails influenced their <a rel=\"noreferrer noopener\" href=\"https:\/\/nealschaffer.com\/email-marketing-statistics\/\" target=\"_blank\">decision to buy<\/a>.<\/li><\/ul>\n\n\n\n<p>Given the figures, not having an email marketing strategy means missing out on sales opportunities and the chance to build lasting customer relationships.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"aligncenter wp-block-image\"> \n<p><a class=\"button btn-center\" title=\"Create my free Brevo account now\" href=\"https:\/\/onboarding.brevo.com\/account\/register\/\" target=\"_blank\" rel=\"noopener noreferrer\">Create my free Brevo account now &gt;&gt;<\/a><\/p>\n<\/div>\n\n\n\n<p> <\/p>\n\n\n\n<h2 id=\"benefits\">The Benefits of Email Marketing<\/h2>\n\n\n\n<p>From order confirmations to newsletters, emails are an essential part of the growth and management of your business.<\/p>\n\n\n\n<p>Email marketing helps you achieve three key objectives:<\/p>\n\n\n\n<h3>1. Conversions (selling your products and services)<\/h3>\n\n\n\n<p>Launching a sale or promotion? You can send your subscribers an email marketing campaign to drive sales. In addition, try using these email marketing techniques to further boost conversions:<\/p>\n\n\n\n<ul><li><strong>Personalized coupons<\/strong> or special offers for subscribers\u2019 birthdays\/anniversaries, in welcome emails, and as a way to re-engage your audience.<\/li><li><a href=\"https:\/\/www.sendinblue.com\/blog\/abandoned-cart-email\/\"><strong>Abandoned cart emails<\/strong><\/a> triggered whenever a visitor adds an item in their cart but doesn\u2019t check out.<\/li><\/ul>\n\n\n\n<h3>2. Brand awareness<\/h3>\n\n\n\n<p>What\u2019s great about email is that it lets you reach someone directly. It\u2019s one-to-one communication at its best. And people don\u2019t just let anyone into their inbox these days. It\u2019s a curated space reserved for favorite brands and publications.<\/p>\n\n\n\n<p>Showing up in someone\u2019s email inbox will help your brand stay current in the minds of subscribers. A personalized marketing email is more impactful than a social media post where you can\u2019t be sure if someone has actually seen your message.<\/p>\n\n\n\n<p>One of the major benefits of email marketing is its scalability. This means that emails can be sent to a large number of recipients while remaining cost-effective (compared to other marketing channels).&nbsp;<\/p>\n\n\n\n<h3>3. Customer loyalty<\/h3>\n\n\n\n<p>Email drives customer loyalty at every stage of the buyer journey: lead-nurturing, conversion, onboarding, retention. As well, email marketing is a necessary tool to use alongside sales CRM systems to streamline communication.<\/p>\n\n\n\n<p>It\u2019s truly a powerful way to build a community, as discussed in our <a href=\"https:\/\/www.sendinblue.com\/blog\/how-to-build-relationships-with-email-marketing\/\">guide to building relationships with email<\/a>.<\/p>\n\n\n\n<p>To learn more about the benefits of email marketing, watch this video from the Brevo (formerly Sendinblue) Academy:&nbsp;<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"8 Benefits of Email Marketing | Email Marketing Course (1\/63)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/e5Lcxfw5S64?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p> <\/p>\n\n\n\n<h2 id=\"how\">How to Do Email Marketing<\/h2>\n\n\n\n<p>Businesses use what\u2019s known as email service providers (ESP) to send marketing emails.&nbsp;<\/p>\n\n\n\n<p>An email service provider is a software that sends and manages email marketing campaigns.<\/p>\n\n\n\n<p>It\u2019s also referred to as an email marketing platform, email marketing tool, email marketing service, or <a href=\"https:\/\/www.sendinblue.com\/email-marketing-software\/\">email marketing software<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-1024x640.png\" alt=\"Email marketing tool preview. \" class=\"wp-image-124461\" width=\"768\" height=\"480\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-1024x640.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-300x188.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-768x480.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-1536x960.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-campaigns-2048x1280.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Now you might be wondering, can\u2019t I just send marketing emails with my regular inbox provider? Do I really need to pay for a product on top of that?<\/p>\n\n\n\n<p>Technically, it\u2019s possible. (We even explain how in our guide to <a href=\"https:\/\/www.sendinblue.com\/blog\/how-to-send-a-mass-email-with-gmail\/\">sending mass email with Gmail<\/a>.) Beware, though. You\u2019re likely to run into problems with limited email bandwidth, design, and more importantly, email deliverability. Here\u2019s why:<\/p>\n\n\n\n<p>Internet Service Providers (ISPs) like Gmail, Outlook, Yahoo, etc. are designed for personal use \u2014 not for <a href=\"https:\/\/www.sendinblue.com\/email-blast-service\/\">email blasts<\/a>. Although they&#8217;re free to use, they&#8217;re not <a href=\"https:\/\/www.sendinblue.com\/bulk-email-software\/\" data-type=\"URL\" data-id=\"https:\/\/www.sendinblue.com\/bulk-email-software\/\">free bulk email senders<\/a>. So when a mass email is sent from an ISP, it\u2019s easily flagged by spam filters and your account can be disabled for suspicious activity. <\/p>\n\n\n\n<p>Email service providers (ESPs), on the other hand, have the necessary infrastructure in place to ensure good email deliverability rates \u2014 i.e., the ability to land emails in your subscribers\u2019 inboxes. If you want to set yourself up for email marketing success from day one, get yourself a dedicated <a href=\"https:\/\/www.sendinblue.com\/blog\/best-email-marketing-services\/\">email marketing service<\/a>.<\/p>\n\n\n\n<h3>How to choose an email service provider<\/h3>\n\n\n\n<p>With hundreds of ESPs on the market, it\u2019s hard to know which one is right for your business.&nbsp;<\/p>\n\n\n\n<p>Some of the most popular options include Brevo, <a href=\"https:\/\/www.sendinblue.com\/mailchimp\/\">Mailchimp<\/a>, <a href=\"https:\/\/www.sendinblue.com\/constant-contact\">Constant Contact<\/a>, <a href=\"https:\/\/www.sendinblue.com\/convertkit\/\">Convertkit<\/a>, <a href=\"https:\/\/www.sendinblue.com\/klaviyo\/\">Klaviyo<\/a>, <a href=\"https:\/\/www.sendinblue.com\/mailjet\/\">Mailjet<\/a>, <a href=\"https:\/\/www.sendinblue.com\/mailerlite\/\">Mailerlite<\/a>, <a href=\"https:\/\/www.sendinblue.com\/vs\/getresponse\/\">GetResponse<\/a>, and <a href=\"https:\/\/www.sendinblue.com\/hubspot\/\">HubSpot<\/a>.<\/p>\n\n\n\n<p>Here are some questions to help narrow down your options:<\/p>\n\n\n\n<ul><li><strong>Pricing: <\/strong>What\u2019s your budget? If it\u2019s very limited, then <a href=\"https:\/\/www.sendinblue.com\/blog\/cheap-email-marketing\/\">cheap email marketing services<\/a> should be your starting point.<\/li><li><strong>Send volume:<\/strong> What kind of emails do you plan to send, and how often? This\u2019ll give you an idea of your required email volume (i.e. number of email sends).&nbsp;<\/li><li><strong>Number of contacts:<\/strong> If you\u2019ve already got a list of opt-in contacts, how many are there?&nbsp;<\/li><li><strong>Email design:<\/strong> What\u2019s your skill level when it comes to designing emails? If you\u2019re a complete beginner, you\u2019ll want a drag-and-drop email editor and email templates. Or if you prefer to code emails from scratch, you\u2019ll be on the lookout for an HTML editor.<\/li><li><strong>Automation<\/strong>: Do you plan to set up <a href=\"https:\/\/www.sendinblue.com\/blog\/email-automation\/\">automated email<\/a> workflows? See what each ESP offers in terms of email marketing automation.<\/li><li><strong>Target audience and segmentation: <\/strong>If your business communicates with different buyer personas, what contact list segmentation capabilities are offered?<\/li><li><a href=\"https:\/\/www.sendinblue.com\/blog\/transactional-emails-guide\/\"><strong>Transactional emails<\/strong><\/a><strong>: <\/strong>Will your business be sending transactional emails (order confirmations, password resets)?&nbsp; Email marketing tools like Brevo let you send both transactional and marketing campaigns.<\/li><\/ul>\n\n\n\n<p>It\u2019s also a good idea to consider your future needs.&nbsp; Down the road, how many emails will you need to send and what features will you require? Choose an email marketing tool that can support your business both today and as you grow.<\/p>\n\n\n\n<h3>How much does email marketing cost?<\/h3>\n\n\n\n<p>Email marketing costs can vary widely depending on the size of your email list, the quantity of emails you send, the level of support you need, and the technical specifications you\u2019re looking for.<\/p>\n\n\n\n<p>For some, free email marketing plans offer more than enough functionality. For others, email marketing can cost hundreds or thousands of dollars per month.<\/p>\n\n\n\n<p>As you\u2019re exploring different options, you\u2019ll notice most providers base their pricing on the number of contacts on your email list. This pricing model can be attractive to those just starting out, but costs rise considerably once your list grows.&nbsp;<\/p>\n\n\n\n<p>Brevo, on the other hand, structures its pricing by email volume rather than the number of subscribers. That way, you can grow your email list infinitely and it won\u2019t impact the pricing.&nbsp;<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.sendinblue.com\/pricing\/\">Starter Plan<\/a> starts at $25 for unlimited subscribers and 20,000 emails per month \u2014 more than enough for any small business just starting out. Try it out today!<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<div class=\"aligncenter wp-block-image\"> \n<p><a class=\"button btn-center\" title=\"Find your plan today\" href=\"https:\/\/www.brevo.com\/pricing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Find your plan today &gt;&gt;<\/a><\/p>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3>How to get email lists for marketing<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-1024x466.png\" alt=\"contact management dashboard within an email marketing software\" class=\"wp-image-124462\" width=\"768\" height=\"350\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-1024x466.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-300x136.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-768x349.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-1536x698.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Brevo-contacts-2048x931.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>You can\u2019t send email campaigns without anyone to send them to, so it\u2019s time to start building a list of engaged, opt-in subscribers.<\/p>\n\n\n\n<p>Yes, that\u2019s right \u2014 <strong>opt-in<\/strong>. Because here\u2019s the thing about email contacts:<\/p>\n\n\n\n<p><strong>Everyone on your email list needs to have given their express permission to be there.&nbsp;<\/strong><\/p>\n\n\n\n<p>What does that mean?<\/p>\n\n\n\n<p>It means they agreed to receive emails from you when they entered their email address into an email signup form on your blog, website, landing pages, social media, or anywhere else. In email terms, this consent is referred to as an \u201copt-in.\u201d (\u201cOpting out\u201d would be an unsubscribe.)<\/p>\n\n\n\n<p>Permission-based marketing is essential to conform with data protection laws and safeguard the integrity of your brand. After all, nobody likes a spammer.<\/p>\n\n\n\n<p>Because this is a pretty non-negotiable part of email marketing, most ESPs let you create signup forms to organically grow your subscriber list.<\/p>\n\n\n\n<p>Here are some tried-and-tested ways to organically grow your email list:<\/p>\n\n\n\n<h4>Add signup forms to your website and other places<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.sendinblue.com\/blog\/create-an-email-signup-form\/\">Create an email signup form<\/a> to make subscription as easy as possible. Then place your email subscription form in highly visible places where people will definitely see it.&nbsp;<\/p>\n\n\n\n<p>Typical subscription form hotspots include blog posts, the homepage, and contact page. Creating a pop-up form on your website can be a good idea, too. Just make sure not to disrupt the user experience too much. Pop-ups that prevent visitors from using your site can be big deterrents! (Think of your signup form placement like your call-to-action placement.)<\/p>\n\n\n\n<p>Share forms on social media by including a <a href=\"https:\/\/instasize.com\/blog\/the-best-instagram-bio-link-tools-in-2019\" target=\"_blank\" rel=\"noreferrer noopener\">link in your bio<\/a> or posts.<\/p>\n\n\n\n<p>Run an ecommerce\/online store? Include a signup option as part of the checkout process.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Further reading: <a href=\"https:\/\/www.sendinblue.com\/blog\/email-list-building\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Build an Email List (16 List-building Tactics That Work)<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4>Use lead magnets<\/h4>\n\n\n\n<p>Nothing makes a list grow faster than premium content.<\/p>\n\n\n\n<p>Guarded content like ebooks, reports, checklists, or infographics are great ways to grow your contact list. Visitors get valuable content in exchange for joining your newsletter list. It\u2019s a win-win!<\/p>\n\n\n\n<p>Special offers and discounts are a great way to get people onto your list, too. For example, clothing brand Mango offers 10% off your first order when you subscribe to their newsletter.<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/mango_signup_form-min-1024x547.png\" alt=\"an example of a lead magnet for email marketing\" class=\"wp-image-103207\" width=\"512\" height=\"274\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/mango_signup_form-min-1024x547.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/mango_signup_form-min-300x160.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/mango_signup_form-min-768x410.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/mango_signup_form-min.png 1416w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<p> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3>How to write a marketing email<\/h3>\n\n\n\n<p>Now that you\u2019ve started building your contact list, the next steps are defining an email marketing strategy and creating the content!<\/p>\n\n\n\n<h4>How to define an email marketing strategy<\/h4>\n\n\n\n<p>To define your email marketing strategy, think about what you want to achieve with your first campaign. Here are some common goals for email marketing beginners:<\/p>\n\n\n\n<ul><li>Promoting a new product<\/li><li>Sharing a discount with loyal customers&nbsp;<\/li><li>Getting more downloads for your latest ebook<\/li><li>Updating subscribers on with company news&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<p>Your goals can be specific or broad \u2014 as long as they fit with your business and your audience. In either case, having a clear, measurable goal will make it easier to create your email content.&nbsp;<\/p>\n\n\n\n<h4>How to design a marketing email<\/h4>\n\n\n\n<p>Email design doesn\u2019t have to be difficult or overly technical. Using a drag-and-drop editor, you can easily create stunning and professional marketing campaigns.<\/p>\n\n\n\n<p>There\u2019s no need to get hung up on creating fancy, elaborate emails. More importantly, you should focus on creating an email that embodies your brand, whatever it may look like. Oftentimes, this means keeping it simple. You can always build upon this later on as your skills grow.<\/p>\n\n\n\n<p>Just follow <a href=\"https:\/\/www.sendinblue.com\/blog\/email-design-best-practices\/\">email design practices<\/a> to make your campaigns as impactful as possible.<\/p>\n\n\n\n<h4>Save time with pre-made email templates<\/h4>\n\n\n\n<p>For beginners and seasoned pros alike, email marketing templates are the perfect shortcut to standout email design.&nbsp;<\/p>\n\n\n\n<p>Just pick one you like. Customize it to match your brand colors and <a href=\"https:\/\/www.sendinblue.com\/blog\/what-is-the-best-font-for-email\/\">font<\/a>. Then reuse it for future email newsletters. All you\u2019ll have to do is update the content. Quick and easy!<\/p>\n\n\n\n<p>Brevo (formerly Sendinblue) has over 40 <a href=\"https:\/\/www.sendinblue.com\/blog\/newsletter-templates\/\">newsletter templates<\/a> available on all plans (even the free one). There are also plenty of <a href=\"https:\/\/www.sendinblue.com\/blog\/free-responsive-email-templates\/\">free email templates<\/a> available from other sources.<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-1024x640.png\" alt=\"Email marketing templates page from Brevo. \" class=\"wp-image-124417\" width=\"768\" height=\"480\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-1024x640.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-300x188.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-768x480.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-1536x960.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/04\/Template-gallery-EN-2048x1280.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Brevo offers 100% responsive email templates, meaning they automatically adjust their formatting to fit the device they\u2019re viewed on \u2014 mobile, tablet, or desktop.<\/p>\n\n\n\n<h4>How to write your email copy<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.sendinblue.com\/blog\/email-copy\/\">Email copy<\/a> needs to offer value, feature topics that interest your audience, and embody your brand\u2019s tone of voice.&nbsp;<\/p>\n\n\n\n<p>To write persuasive, engaging email copy, keep these tips in mind:<\/p>\n\n\n\n<ul><li>Ask yourself, \u201cWhat does my audience need from me? How can I help?\u201d<\/li><li>Imagine you\u2019re writing to one person.&nbsp;<\/li><li>Show your brand personality.<\/li><li>Tell a story.<\/li><li>Write to instill curiosity, starting with the email subject line \u2014 more on that below.<\/li><li>Use a conversational tone and write the way you speak.<\/li><li>Break up the copy with short paragraphs and use bullet points where possible.<\/li><li>Use the name of a real person for the email signature instead of a faceless brand logo.<\/li><\/ul>\n\n\n\n<h3>When is the best time to send a marketing email?<\/h3>\n\n\n\n<p>Rather than choosing a random day and time to send your emails, be strategic. Think about what you know about your audience and choose the <a href=\"https:\/\/www.sendinblue.com\/blog\/best-time-to-send-email\/\">best time to send emails<\/a> for them.<\/p>\n\n\n\n<p>Brevo\u2019s research showed that email marketing campaigns tend to perform better when sent on Tuesdays or Thursdays in the mornings around 10 AM or in the afternoons around 3 PM.<\/p>\n\n\n\n<p>But, what works for most may not work best for you. It\u2019s important to test different times to see where the sweet spot is for your audience. Or, use Brevo\u2019s <a href=\"https:\/\/www.sendinblue.com\/features\/email-marketing\/send-time-optimization\/\">Send Time Optimization<\/a> feature, which selects the best time for each individual contact based on previous engagement data.<\/p>\n\n\n\n<p>To learn more, check out our research on the <a href=\"https:\/\/www.sendinblue.com\/blog\/best-time-to-send-email\/\">best time to send an email<\/a>.<\/p>\n\n\n\n<h2 id=\"strategies\">10 Strategies for Email Marketing Success<\/h2>\n\n\n\n<p>This next section focuses on strategies and <a href=\"https:\/\/www.sendinblue.com\/blog\/email-marketing-best-practices\/\">email marketing best practices<\/a>.<\/p>\n\n\n\n<h3>1. Never buy email lists<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.sendinblue.com\/blog\/email-list-building\/\" data-type=\"post\" data-id=\"7968\">Building an email list<\/a> can be slow, especially when you\u2019re just starting out. Buying a list might seem like a tempting shortcut, but trust us \u2014<strong> it\u2019s a terrible idea<\/strong>.<\/p>\n\n\n\n<p>Buying a list will put your business at risk because:<\/p>\n\n\n\n<ul><li>Sending unsolicited emails and storing people\u2019s data in your CRM without consent is <strong>illegal<\/strong> per <a href=\"https:\/\/www.brevo.com\/blog\/gdpr-email-marketing\/\" data-type=\"URL\" data-id=\"https:\/\/www.brevo.com\/blog\/gdpr-email-marketing\/\">GDPR<\/a> and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.unsubcentral.com\/2018\/12\/17\/can-spam-2019\/\" target=\"_blank\">CAN-SPAM<\/a>.<\/li><li>People are more likely to mark unsolicited emails as spam, damaging your email sender reputation and potentially ending you up on an email blocklist.&nbsp;<\/li><li>Most email marketing services will refuse to work with you because purchased lists can harm the deliverability of other users on shared IP addresses.<\/li><\/ul>\n\n\n\n<p>In short, don\u2019t buy email lists. Build your list organically \u2014 however slowly \u2014 and you\u2019ll reap the benefits in the long run.<\/p>\n\n\n\n<h3>2. Use double opt-in<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings-1024x580.png\" alt=\"Double-opt in preferences page for an email subscription form. \" class=\"wp-image-124463\" width=\"768\" height=\"435\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings-1024x580.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings-300x170.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings-768x435.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings-1536x870.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Double-opt-in-settings.png 1960w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p> <\/p>\n\n\n\n<p>As already mentioned, the term \u201copt-in\u201d refers to the signup process. There are two different types of opt-in for email marketing:<\/p>\n\n\n\n<ol><li>Single opt-in is when the subscriber is added to the email list once the signup form is submitted.<\/li><li><a href=\"https:\/\/www.sendinblue.com\/blog\/double-opt-in\/\">Double opt-in<\/a> is when you send a confirmation email with a link to each new subscriber. The subscriber must click the link to complete the subscription. Without this verification, they won\u2019t receive emails from you.&nbsp;<\/li><\/ol>\n\n\n\n<p>Sure, double opt-in adds an extra step between the potential subscriber and your list. But far from being an obstacle, this process is important \u2014 especially for email deliverability.<\/p>\n\n\n\n<p>Double opt-in eliminates any misspelled email addresses that would otherwise generate a hard bounce. It also rules out spam traps and acts as proof of subscriber consent \u2014 a GDPR requirement.<\/p>\n\n\n\n<p>For better email marketing, double opt-in is the way to go.&nbsp;<\/p>\n\n\n\n<h3>3. Segment your mailing list<\/h3>\n\n\n\n<p>As your email list expands, it\u2019s likely to contain diverse buyer profiles.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.sendinblue.com\/blog\/email-list-segmentation\/\">List segmentation<\/a> is the process of dividing your list of subscribers into smaller sub-lists with common traits. The idea behind this technique is to engage subscribers with more relevant, targeted emails.&nbsp;<\/p>\n\n\n\n<p>Typically, contact lists are segmented by demographic information like age and location as well as customer information like lead score and purchase history. (This is where having a sales CRM that works with your email marketing tool comes in handy.)<\/p>\n\n\n\n<p>To get a head start on segmentation, add subscribers to separate lists during signup by asking about their email content and frequency preferences.&nbsp;<\/p>\n\n\n\n<h3>4. Personalization<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize.png\" alt=\"an example of email personalization\" class=\"wp-image-116069\" width=\"288\" height=\"290\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize.png 576w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize-298x300.png 298w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize-150x150.png 150w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize-24x24.png 24w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize-48x48.png 48w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2022\/06\/illu-Personalize-96x96.png 96w\" sizes=\"(max-width: 288px) 100vw, 288px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Who doesn\u2019t like to feel noticed?<\/p>\n\n\n\n<p>People generally appreciate when brands add personal touches and pay attention to small details. When it comes to making us feel valued and understood as a customer, a little effort goes a long way.<\/p>\n\n\n\n<p>This rings true for email marketing, too.<\/p>\n\n\n\n<p>Email personalization is essential to building relationships with prospects and customers.<\/p>\n\n\n\n<p>Here are some simple email personalization ideas to help increase your open, click through, and conversion rates.<\/p>\n\n\n\n<ul><li>Use subscribers\u2019 first names in the email subject line and content.<\/li><li>Consider time zones when scheduling campaigns to maximize the chances of your email being read. Where are the bulk of your subscribers located?&nbsp;<\/li><li>Segment contacts so that messaging is targeted and relevant.<\/li><li>Use behavior-triggered emails based on how customers interact with your product\/service.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Further reading: <a href=\"https:\/\/www.sendinblue.com\/blog\/email-personalization-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">Personalized Emails: How to Reach Customers and Generate Sales<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3>5. Optimize your email subject line, sender name, and preview text<\/h3>\n\n\n\n<h4>Email subject line<\/h4>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min-1024x268.png\" alt=\"example of an inbox with subject lines\" class=\"wp-image-103212\" width=\"768\" height=\"201\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min-1024x268.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min-300x79.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min-768x201.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min-1536x402.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2020\/04\/email_subject_lines-min.png 1600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/div>\n\n\n\n<p> <\/p>\n\n\n\n<p>Introducing one of the most important elements of your email marketing campaign: the email subject line.<\/p>\n\n\n\n<p>These few words could determine whether your email is read or not. And with so much competition in the inbox these days, they need to stand out.<\/p>\n\n\n\n<p>Aim to create intrigue or a desire to open in just a few words.<\/p>\n\n\n\n<ul><li>Keep the subject line to 50 characters.<\/li><li>Highlight your most interesting offer.<\/li><li>Appeal to your subscribers\u2019 emotions and ambitions.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Further reading: <a href=\"https:\/\/www.sendinblue.com\/blog\/how-to-write-email-subject-lines\/\" target=\"_blank\" rel=\"noreferrer noopener\">150 Email Subject Lines: Examples, Best Practices, and More<\/a><\/p>\n\n\n\n<h4>Sender name<\/h4>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img width=\"1024\" height=\"462\" src=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-1024x462.png\" alt=\"Sender field for email campaign. \" class=\"wp-image-124465\" srcset=\"https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-1024x462.png 1024w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-300x135.png 300w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-768x347.png 768w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-1536x693.png 1536w, https:\/\/www.sendinblue.com\/wp-content\/uploads\/2023\/05\/Email-Preview-Mobile-FromSender-1-2048x924.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>When you get an email, what\u2019s the first thing you look at? Probably who it\u2019s from.<\/p>\n\n\n\n<p>The sender name answers the recipient\u2019s first subconscious question: Is this genuine or is it spam?<\/p>\n\n\n\n<p>The best way to reinforce trustworthiness and brand recognition is to incorporate your brand name into the sender name. There are several ways to go about this:<\/p>\n\n\n\n<ul><li>Your company\/brand\/newsletter name on its own<\/li><li>A combination of brand name and your first name (e.g. Dimira at Brevo)<\/li><li>A distinct sender name to differentiate specific types of email content (e.g. Brevo Product News)&nbsp;<\/li><\/ul>\n\n\n\n<p>To be easily recognized in the inbox, use the same sender name and address for all campaigns.<\/p>\n\n\n\n<p>Avoid <a href=\"https:\/\/www.sendinblue.com\/blog\/noreply-email-address\/\">no-reply email addresses<\/a>, as these diminish trust in your brand and prevent subscribers from reaching out with questions.&nbsp;<\/p>\n\n\n\n<h4>Preheader\/preview text<\/h4>\n\n\n\n<p>The <a href=\"https:\/\/www.sendinblue.com\/blog\/email-preheader\/\" data-type=\"post\" data-id=\"116321\">email preheader<\/a> (or preview text) is the snippet of text that appears after the email subject line for certain email clients, particularly on mobile devices.&nbsp;<\/p>\n\n\n\n<p>The preheader adds valuable context to your subject line and can significantly boost your open rates. The subject line and preheader should work together to start telling the reader a story.<\/p>\n\n\n\n<p>Again, it should instill enough curiosity to make the reader want to open the email and learn more.<\/p>\n\n\n\n<p>Fail to set a preview text and the email client will see the first line of text.&nbsp;This isn\u2019t always an issue, but it might mean a missed opportunity to grab subscribers\u2019 attention.<\/p>\n\n\n\n<h3>6. A\/B test your email marketing content<\/h3>\n\n\n\n<p>Hesitating between two subject lines? Not sure what content your audience will react best to? <a href=\"https:\/\/www.sendinblue.com\/blog\/email-subject-line-testing\/\">A\/B testing<\/a> is one way to find out \u2014 and a great way to optimize your campaigns\u2019 open rates and click-through rates.<\/p>\n\n\n\n<p>Test different email subject line formulas, content formats, and CTAs. See which ones get the best engagement and adjust your strategy accordingly.<\/p>\n\n\n\n<h3>7. Optimize email deliverability<\/h3>\n\n\n\n<p><strong>Even more than subject lines, calls to action, and copy, email marketing success hinges on reliable email deliverability.<\/strong><\/p>\n\n\n\n<p>All-important for email marketers, email deliverability refers to the ability to deliver an email to the inbox.&nbsp;<\/p>\n\n\n\n<p>When all goes according to plan, the email makes it past the spam filters and arrives at its destination. When deliverability is compromised, the email lands in the spam folder or, worse, your sender IP is blocklisted by the ISP.<\/p>\n\n\n\n<p>While deliverability often depends on technical factors, there are plenty of non-technical ways to help your email newsletters reach the inbox.<\/p>\n\n\n\n<p>Here are some deliverability best practices:<\/p>\n\n\n\n<ul><li><strong>Make sure the email subject line doesn\u2019t come across as spammy<\/strong> or overly promotional. If a contact decides your email is spam before even opening it, your deliverability rate is likely to suffer.<\/li><li><strong>Keep your subscriber database up to date<\/strong> by removing unengaged contacts and inactive addresses.<\/li><li><strong>Only send to opt-in subscribers<\/strong>. Send emails to someone who\u2019s never heard of you and it\u2019s likely they\u2019ll report you as spam. This will harm your future deliverability.<\/li><li><strong>Always include an unsubscribe link<\/strong>. Under the GDPR (Europe\u2019s data protection regulation), an individual has the right to dictate how their data is being used. The act of unsubscribing falls fully within those rights so this option should always be available.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Further reading: <a href=\"https:\/\/www.sendinblue.com\/blog\/email-deliverability-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">8 of the Easiest Ways to Improve Email Deliverability [+ Free eBook]<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3>8. Clean your email list regularly<\/h3>\n\n\n\n<p>Keep your database up to date for optimal email deliverability and higher engagement rates.<\/p>\n\n\n\n<p>Got subscribers who\u2019ve dropped off the radar? If someone hasn\u2019t engaged with your emails in at least six months, send a reactivation campaign or even ask for a second opt-in. See if you can get them interested again.<\/p>\n\n\n\n<p>If there\u2019s still no engagement, delete the subscribers from your list.<\/p>\n\n\n\n<p>Sure, no one likes losing subscribers, but <a href=\"https:\/\/www.sendinblue.com\/blog\/email-list-cleaning\/\">email list cleaning<\/a> is better for your deliverability in the long term.<\/p>\n\n\n\n<p>Another important point: <strong>Make it easy to unsubscribe<\/strong> with a clearly visible unsubscribe button. If people can\u2019t find the way out, they\u2019re more likely to mark you as spam.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>For reference, a good unsubscribe rate is 0.5 or less.&nbsp;<\/p>\n\n\n\n<h3>9. Keep track of email marketing metrics<\/h3>\n\n\n\n<p>Analyzing <a href=\"https:\/\/www.sendinblue.com\/blog\/email-marketing-metrics-to-track\/\" data-type=\"post\" data-id=\"6824\">key email marketing metrics<\/a> will teach you how to improve your strategy for future campaigns. Most ESPs have an analytics dashboard with at least the following real-time metrics:<\/p>\n\n\n\n<ul><li><strong>Open rate<\/strong>: The ratio of the number of people who opened your email divided by the total number of recipients.<\/li><li><strong>Click-through rate<\/strong>: The ratio of the number of people who clicked on a link in your email divided by the total number of recipients.<\/li><li><strong>Unsubscribe rate<\/strong>: The number of people who unsubscribed divided by the total number of recipients. If this number is high, you need to review your email frequency and segmentation.<\/li><li><strong>Bounce rate<\/strong>: The number of emails that failed to deliver divided by the total number of emails sent.&nbsp;<ul><li><strong>Soft bounces<\/strong> are due to temporary issues like the recipient\u2019s inbox being full. <\/li><li><a href=\"https:\/\/www.sendinblue.com\/blog\/email-bounce-rate\/\"><strong>Hard bounces<\/strong><\/a>, on the other hand, are due to permanent issues, like an inactive email address.<\/li><\/ul><\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>To improve your performance, try to <a href=\"https:\/\/www.sendinblue.com\/blog\/manage-email-lists\/\" data-type=\"URL\" data-id=\"https:\/\/www.sendinblue.com\/blog\/manage-email-lists\/\">manage your email list<\/a> better to get better engagement.<\/p>\n\n\n\n<h3>10. Scale with autoresponders and email automation<\/h3>\n\n\n\n<p>Once you\u2019ve got the hang of things, automate your email marketing strategy to make your business grow even faster.<\/p>\n\n\n\n<p>Autoresponders are the simplest form of email automation.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.sendinblue.com\/blog\/what-is-an-email-autoresponder\/\">Autoresponders<\/a> send an automatic personalized email (or email series) at different stages of the buyer journey. You get to follow up with subscribers without having to be physically present to hit send.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.sendinblue.com\/blog\/effective-welcome-emails\/\">welcome email<\/a> is the most common autoresponder example and most email marketing services have an autoresponder function.&nbsp;<\/p>\n\n\n\n<p>Armed with the right <a href=\"https:\/\/www.sendinblue.com\/email-marketing-automation-software\/\">email automation software<\/a>, you can go one step further and set up complex email automation sequences using if\/then\/else logic. This kind of email series is highly effective for lead nurturing and lead scoring.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"blocIntro\">Further reading: <a href=\"https:\/\/www.sendinblue.com\/blog\/best-marketing-automation-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Automation Services: 11 of the Best Tools for 2023<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2>Get Started With Email Marketing<\/h2>\n\n\n\n<p>Hopefully this article has given you a better idea of the world of email marketing. We know there\u2019s certainly a lot of information here. But by taking things one step at a time, anyone can use email marketing to grow their business.&nbsp;<\/p>\n\n\n\n<p>Get started today with Brevo (formerly Sendinblue)\u2019s Free Plan to see what features and functionality your business needs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"\"><tbody><tr><td>\n<h4 style=\"text-align: center\"><span>Try Brevo for free<\/span><\/h4>\n<p style=\"text-align: center\">Brevo&#8217;s Free Plan includes access to all core email features, unlimited contact storage, 300 emails\/day, 40+ email templates, and customizable signup forms to grow your email list.<\/p>\n<p style=\"text-align: center\"><a class=\"button\" title=\"Create your account now\" href=\"https:\/\/onboarding.brevo.com\/account\/register\/\" target=\"_blank\" rel=\"noopener noreferrer\">Create your account now &gt;&gt;<\/a><\/p>\n<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>This beginner\u2019s guide will explain what email marketing is, how it works, and how to get started. By the end, you\u2019ll have a solid grasp of the basics along with the know-how to launch an effective email marketing strategy for your business. Email marketing is the most profitable and cost-effective direct marketing channel, generating an [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":124047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false},"categories":[10],"tags":[],"yst_prominent_words":[1664,1148,1135,1543,1187,1630,3816,1382,1350,1163,1985,1154,1130,1358,1682,1134,1339,1176,1233],"acf":[],"_links":{"self":[{"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/posts\/8823"}],"collection":[{"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/comments?post=8823"}],"version-history":[{"count":3,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/posts\/8823\/revisions"}],"predecessor-version":[{"id":127519,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/posts\/8823\/revisions\/127519"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/media\/124047"}],"wp:attachment":[{"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/media?parent=8823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/categories?post=8823"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/tags?post=8823"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.sendinblue.com\/wp-json\/wp\/v2\/yst_prominent_words?post=8823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}