What is Email Marketing and How Does it Work?

what is email marketing and how does it work?

Email marketing is a traditional form of online communication, with 4.26 billion email users worldwide. Despite the years of existence, the platform’s popularity has yet to wanned. According to an email marketing 2022 statistics report, around 306 billion emails are sent and received every day. Because of this sheer number of email transactions has become a vital tool for brands, businesses, and digital marketers. 

Using emails, businesses and digital marketers can communicate with their target customers on a more personalized level. In addition, these indispensable tools also provide you the authority to connect with your customers and prevent the algorithms that are obstacles to your email marketing processes. To know more about what is email marketing and how does it work, keep reading the blog closely. 

What is Email Marketing? 

Email marketing is a form of digital marketing that lets individuals and businesses share their product information, sales, and new updates with potential customers. But over the years, the work style of this direct marketing channel has transformed significantly. Today, email marketing no longer follows the one-size-fits-all strategy despite its emphasis on personalization, consent, and segmentation. 

You might feel like it’s a tedious task, but with the help of automation, all these activities are handled seamlessly. Besides assisting the sales process, email marketing tools also support building a community you work around. So exactly what types of email marketing practices can you follow every day? Let’s discuss this. 

Types of Email Marketing 

The most common types of email marketing you can practice in your business operations are- 

  • Welcome Email 

Welcome Email is among those types of email marketing that show better click-through-rate via personalized content. They are mostly used to build a relationship with your customers, where a business is required to illustrate its industry knowledge to the recipients. 

  • Dedicated Emails

Also known as standalone emails, dedicated emails only comprise details of a single offer and limit the scope of multiple pieces of information. At a point in time, you can inform your audience about an industry event or your business’s white paper recently released. Focused CTA, easy to build, and fast to measure are advantages of dedicated emails. 

  • Lead Nurturing Email Marketing 

The lead nurturing type of email marketing is about understanding the requirements and the right time to interact with your leads. This email marketing form introduces you to a connected series of emails to inform your customers about what activities take place in your organization. 

  • Sponsorship Emails

This would count among the most prominent types of email marketing. The sponsorship type of email marketing includes borrowing the email address of someone already associated with the contacts you are targeting. Exercising so, a business remains assured its emails are reaching the right audience. 

How Does Email Marketing Work? 

So now that you are quite familiar with this direct marketing channel wondering how to do email marketing? Don’t worry; I have covered this for you. Using the email marketing tool and practicing email marketing is quite easy. Even if you are a newbie, you can email marketing by following the simple steps below. 

Step 1. Specify your marketing goals

Defining the marketing goals is the first email marketing work process stage. At this stage, an individual must specify their objectives, whether a digital marketer or a business. Think carefully about the achievement you wish to experience through this campaign. Align your goals precisely, so your activities don’t deviate from the set target at any stage. Now move to the next step of choosing your campaign. 

Step 2. Make a Choice Out of Types of Email Marketing Campaigns 

Firstly know this there are different types of email marketing. I have already mentioned a few types of email marketing campaigns above. If the names above don’t match your strategy, consider any of the ones below. This includes newsletter, offer, announcement, and event invitation. Based on the marketing goals you have built, you can go ahead with any of these given forms. 

  • Newsletter– An email newsletter is generally used to promote a product or service and build personal relationships with your email subscribers. The newsletters are great for sharing valuable and relevant information with your customers. 
  • Offer– In this document, businesses share information about new offers and special details with their prospects and new and existing customers. Alongside this, a CTA is added to the record to compel the subscribers to purchase the product. 
  • Announcement– An announcement email is another direct message sent to email subscribers to inform them about changes and new updates to your business. For example, information related to limited edition launches, new product releases, etc., is made through this campaign. 
  • Event invitation– The name would have suggested to you what exactly happens in this campaign. But let’s make draw a clear picture. The event invitation is usually created to generate awareness about an upcoming event by a business organization. With this document, they also encourage the recipients to attend the event after registration. 

Whether you go ahead with an event invitation, announcement, offer, or newsletter, you must write a compelling CTA and make your emails more actionable. Now skip to the next step and design your email campaign. 

Step 3. Create an email campaign

If you have reached this point, you have decided on the campaign you want to create. So, let’s do the work now. 

  • Write an easy-to-read and engaging email. 
  • Add images and site links for better engagement. 
  • Use some personalized text to gain the trust of your customers. 
  • Create a consistent design and tone, add logos, and customize the colors of your template so that your subscribers recognize you the moment they open your mail. 
  • Set the duration of your campaign to work favorably. 

Step 4. Measure the campaign’s performance

You have sent your promotional emails doesn’t mean you are free to wait for the results. After sending the emails as per the email contact list, begin monitoring your campaign’s performance. Use your website’s analytical tool or hire any email marketing service providers to track your campaign’s performance and take the necessary action. 

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After using the mentioned tools and services, you may get results of unopened emails, CTR, spam complaints, unsubscribe rates, and so on. This data will inform you about the effectiveness of your email marketing campaign, based on which you can begin working for improvement. 


  Email marketing is a great resource to diversify your content and practice the best digital marketing strategy in newsletters, sponsored emails, dedicated emails, event invitations, etc. So, readers, that’s all I have today for the concept, steps, and types of email marketing. Do subscribe to the page to continue receiving informative blogs related to digital marketing, business, and technology. Meanwhile, if you need email marketing assistance, contact our team, and we’ll put our best to monitor where your business can improve and suggest customized solutions.

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