Email Marketing

Email marketing is a direct marketing channel that uses email to promote products, services, or nurture relationships with potential and existing customers.

A. Email Marketing Strategy

  • Define campaign goals (lead nurturing, product promotion, customer retention, etc.)

  • Build and segment your email list

  • Choose the right email marketing platform (Mailchimp, Klaviyo, HubSpot, ConvertKit, etc.)

  • Set frequency and content types

  • Align email strategy with customer journey stages

B. Types of Email Campaigns

  • Welcome Series

    • Automated emails sent after a user subscribes

    • Introduces your brand, offers value, sets expectations

  • Newsletter Emails

    • Regular updates including blog posts, company news, tips, and promotions

  • Promotional Emails

    • Announce sales, new products, events, or special offers

  • Transactional Emails

    • Order confirmations, shipping updates, receipts — high open rates

    • Must be clear, concise, and branded

  • Cart Abandonment Emails

    • Remind users to complete their purchase

    • Often include incentives (discounts, free shipping)

  • Re-engagement Emails

    • Target inactive subscribers

    • Win-back campaigns or special offers

  • Drip Campaigns / Email Sequences

    • Automated, time-based or behavior-triggered email series

    • Great for lead nurturing or onboarding

C. List Building & Segmentation

  • Use opt-in forms on website, blog, landing pages

  • Offer lead magnets (eBooks, discounts, free trials)

  • Segment by:

    • Demographics

    • Behavior (past purchases, email engagement)

    • Lifecycle stage (new lead, customer, VIP)

D. Email Design & Content Best Practices

  • Personalization: Use names, product preferences, behavior-based triggers

  • Clear CTAs (Calls to Action): Encourage specific actions (Buy Now, Learn More)

  • Mobile Optimization: Ensure responsiveness for all devices

  • A/B Testing: Subject lines, content, send times

  • Compliance: Follow laws (CAN-SPAM, GDPR) and include unsubscribe links

E. Automation Tools & Workflows

  • Set up workflows for:

    • Welcome series

    • Post-purchase follow-ups

    • Behavioral triggers (site visits, downloads)

    • Event reminders

  • Platforms with strong automation:

    • ActiveCampaign, Klaviyo, HubSpot, Mailchimp

F. Analytics & Performance Metrics

  • Key metrics to monitor:

    • Open rate

    • Click-through rate (CTR)

    • Bounce rate

    • Unsubscribe rate

    • Conversion rate

    • Revenue per email / per subscriber

  • Use insights to refine subject lines, content, timing, and segmentation.

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