Understanding Email Marketing

A lot of people hear that definition about sending mass emails and think that that means you’re logging into your Gmail account and sending emails one by one to all of your customers or sending one giant email to a list of 100 people with all of them cc’d. No, that is not how you perform email marketing. There are super easy user-friendly programs you will use to conduct your email marketing that we’ll cover today.

It is not that time consuming or labor intensive when done right. Let’s talk about why email marketing is important and still relevant. If you’re on social media, you may have experienced the struggle a lot of small business owners face in growing their followers.

You own it and it’s not dependent on another platform. Think of it this way. If Instagram were to die today and you lost all 40,000 of your followers, would you still feel pretty stable because you’d gotten the email addresses of the majority of those followers? Or would you be panicking like “I just lost all my potential business”? If the latter, then you need to stop putting all your eggs in one basket and diversify how you connect with your followers.

But in addition to that, it helps create something a lot of small businesses desperately need — brand consumer trust. One of the biggest hesitations consumers have in purchasing from a small business is their lack of trust or familiarity with the brand. People are going to have a harder time giving you their payment method to purchase something if they’ve never heard of you or feel like they don’t know you and therefore aren’t sure if they can trust you.

Why Email Marketing Is Still Powerful?

Email marketing allows you to send what feels like personalized emails directly to their inbox to help bridge that gap and gain their trust so that when they are making a purchasing decision, they think of you fondly and not negatively or sceptically.

The point of this is that you want to offer something of value, something your audience would care about and want enough to give you their name and email for it. And you can then advertise this lead magnet on social media with a lead generation campaign.

Using the lead magnet method works because your lead magnet should be related to what your business offers, so if someone is interested in your lead magnet, you can safely assume they’d be interested in what you sell as well.

So it automatically qualifies the person as a good lead, and since they’re opting into your emails to receive something they want, it creates a positive first impression and interaction with your brand.

So let’s talk about email marketing software, how they help you, and how to utilize them.

This will house all of your contacts and their information and allow you to group them by demographics and or behaviours. This is important because instead of just sending the same email blast to every person, you can send certain emails to certain people. This is what’s called email segmentation or segmented emails.

Your email marketing software will also allow you to set up automated emails in advance, meaning you are not manually going in and sending an email every time it needs to be sent. Instead, you go in one time to set up the emails you want to be sent and your software will automatically send them to the right people at the right time based on the conditions you’ve set.

So let’s look at an example. Let’s say someone just filled out the contact form on your website. You can set up an email sequence so that every time someone fills out that form, they automatically receive a thank you for contacting us email that lets them know a member of your team will reach out to them shortly.

Now you wouldn’t want the same email to be sent to someone who just made a purchase on your website, but someone who just purchased something to receive a confirmation email with a tracking number. Or if someone submitted their email to you through a lead magnet campaign on Facebook, the first email they should receive is an introductory email with the lead magnet in it. Segmented emails allow you to set all of this up automatically.

This is why segmented emails are so important. They allow you to send emails to people based on the actions that they have taken so far. And this applies to all emails, not just the logistic emails like what I just mentioned. Marketers who use segmented campaigns know as much as a 760% increase in revenue and an email marketing software is going to make segmentation like that easy, fast, and efficient.

Like all content and marketing, you want your emails to be value-driven first and then later down the pipeline, after you’ve seen them take certain actions that indicate that they are interested and or a good fit for your business, then you can start sending them CTA driven emails asking for this sale.

People don’t know who you are yet. They need to be wooed!! They need to have a few positive brand interactions with you first where they’re receiving value from you for free before they can feel confident purchasing from you.

So when drafting your emails, keep that in mind, brainstorm how you can give them free value in the first emails before hitting them with the sales content.

Six Proven Tips to Improve Your Email Marketing Campaign

• Avoid Spam Triggers
  • Emails landing in spam folders won’t be seen—avoid this at all costs.
  • Spam triggers include certain words, subject line formatting, and punctuation.
  • Common spam triggers: all-caps subject lines, excessive punctuation, words like “earn cash now,” “prize,” “free trial.”
  • Use your email software’s spam test feature and check their spam trigger guidelines.
  • A quick Google search can help you find a list of trigger words to avoid.

• Clean Up Your Email List Every 6 to 12 Months
  • Remove inactive subscribers or bouncing email addresses.
  • Low engagement and delivery rates can harm your sender reputation and trigger spam filters.
  • Keep your list full of people who actually open your emails.

• Use Effective Subject Lines
  • A good subject line gets your email opened—if it’s not opened, the rest doesn’t matter.
  • Avoid spammy clickbait; be engaging but genuine.
  • Speak to your audience’s goals and pain points to spark curiosity and interest.

• Make the Email Body Easy to Read
  • Avoid long, dense paragraphs—no one wants to read them.
  • Break up content every 1–2 sentences.
  • Keep sentences short and language simple.

• Sign Up for Your Own List—and Competitors’
  • Use your personal or a test email to sign up for your business and competitor emails.
  • This helps you:
    • See what customers experience when signing up.
    • Learn from what competitors are doing well or poorly.
  • Use these insights to improve your own email strategy.

• Measure Results and Adjust
  • Use your email software’s tracking tools to monitor:
    • Open rates
    • Click-through rates
    • Subscriptions/unsubscriptions
    • Conversions
  • Track email performance like any other marketing channel.
  • Use data to refine what works and increase profitability.

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