Email Marketing is a cost-effective marketing strategy that presents opportunities for your business to reach current and potential customers. Email is one of the most powerful tools in marketing, allowing you to connect with customers, share information, and promote your products or services. 

Beyond the connection with your audience, email provides opportunities for deeper insights, personalization, automated communication, and an opportunity to measure the effectiveness of your marketing campaign. 

As with any marketing campaign, you need to know your target audience and whom you will reach through email. If you know your audience and what makes them want what they want (or even if), you can craft messages that connect with your audience in the right tone at the right time. 

Email is one of the most effective ways to get your brand in front of your customers and prospects. Emails have a higher conversion rate than any other form of marketing, according to HubSpot, and are responsible for more conversions online than social media or search combined! Email marketing also has a higher ROI than social media in generating revenue.


Email marketing campaigns offer more than increased brand visibility; they provide valuable insights into customer behavior and preferences by measuring metrics such as delivery rates and open rates. All these analytics can help further craft your different marketing strategies and product or service evolution. 

Emails are flexible 

Email marketing has many practical uses; it can be used to advertise a business, distribute relevant industry news, announce events, share blog posts, or even offer customers an opportunity to engage with the company directly. The possibilities are endless!

Email is a relationship builder.

Email is a great way to build relationships with your customers. It’s one of the best ways to have an honest dialogue with them and get feedback on improving your business. Before you make any large requests of your customers, such as asking for reviews, making a purchase, or even maintaining their subscription, it is important to implement a give, give, give mentality. 

These “gives” can be in the form of information or something else of value that will motivate them to stay interacting with your brand. The “asks” from your customers must be far fewer than the “gives.”

Email provides valuable data to help you understand your customers.

Email marketing data provides a wealth of information that can be used to help you understand your customers. You can use it to improve your email marketing strategy and ensure you’re meeting your audience’s needs across all channels. Email also gives you insight into what people are interested in, what they like, and where they spend their time online so that you can focus on those areas when developing content.

Here are some ways you could use email marketing data:

  • Analyze open rates, click-through rates, and unsubscribe marks to understand how well your emails engage with customers. This will help guide the type of content that you produce for future campaigns. A/B testing email campaigns to segmented audiences will help determine what is and is not working. Try testing different subject lines or headers to see what your audience responds to. 
  • Use reports from Google Analytics to track behavior goals such as sales conversions (e-commerce), lead generation (B2B), or customer retention (B2C). 

Looking at your analytics will help you produce content your audience is most in need of. Thinking outside the box is necessary to utilize Google Analytics to capture your audience’s attention and get insight into other aspects of your brand they may be interested in. 

Email lets you automate some of your marketing efforts.

Email is the perfect marketing tool because it enables you to automate some of your daily tasks. Timing your emails to coincide with certain events, such as when new content is posted, a customer has made a purchase, or a new customer is acquired, can be an effective way to engage warmly with customers. 

Having the capability to create automated processes for customers that are in various stages of their relationship with your company, including those who have subscribed to your newsletter or bought something recently, is immensely beneficial. However, this connection takes a lot of time if done manually. Most platforms allow this to be automated with sequential emails that keep your audience engaged and warm. 


Planning is essential in any marketing process, and email marketing is no different. Remember, marketing success is all about reworking and reimagining how you can connect with your customers.

If creating a new email marketing campaign, consider these five tips:

  1. Ensure your emails focus on one particular goal that the reader can understand easily. Don’t include too much information. Include a CTA that offers readers a clear course of action to help them progress in their relationship with your company.
  2. Examine past campaigns for ideas that can be used to modify an existing campaign or create a completely new one. Analyzing the effectiveness of previous marketing efforts can help inform decisions for future email campaigns, allowing for a more accurate assessment of what was successful and what wasn’t to achieve a better click-to-open rate.
  3. Test, test, test. Test what is working and what is not working. Experiment with layout, content, and content format until you get to something that resonates with your audience. Then stick to what best represents your brand and messaging.
  4. Consistency helps with your brand trustworthiness. Show up consistently with your audience to keep building a warm connection. 
  5. Mobile Friendly Design. Make sure every email campaign you build is mobile-friendly and meets your customer where they are viewing your information online.  


Many excellent email marketing tools are available to manage your email campaigns. These tools will provide tips for subject lines to avoid spam and opportunities to segment your email list for more personalized product or service offerings. Most are user-friendly and will guide you through their platform with easy-to-use templates and ideas for warm connection throughout your audience’s journey with your brand.

There is a range of email marketing services available, like Mailchimp or Constant Contact, both free and paid, varying in complexity and ease of use. These services often provide features such as customer relationship management and analytics to monitor your interaction with your audience and the success of your campaigns. There are also more complex CRM tools like HubSpot that offer email marketing components.

Remember, making sure any email automation tool you decide can be formatted for mobile devices is essential. 


Email marketing is a great way to reach customers, build relationships, increase sales, and provide ways to measure effectiveness.

Knowing how to use email effectively can be one of the most cost-effective ways to market your business.

Emails allow you to build trust with your customers by giving them an insider look into your business. You’re creating an emotional connection between yourself and your audience through these interactions—and that’s what makes them come back again and again!

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Disclosure: Some of the links included in this blog post are affiliate links, meaning that at no additional cost to you, I will receive a commission if you click through and make a purchase.