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What Is Email Marketing In Digital Marketing And How Does It Works

Email marketing aims at Grabbing the Attention

Most people often understand and ask what is email marketing in digital marketing. For those, I love to give a short answer and that’s email marketing is part of digital marketing. 

Email marketing is the older method to contract people one to one and thrive your promotion online into every individual inbox. Email marketing was started in 1971 and this is the older form of online marking.  

Still, it is most profitable and valuable in terms of ROI ( Return on Investment). For every $1 dollar, you can get $40 dollars which means $39 dollars in profit. In addition, every single person has to open their email every single day without any doubt. 

So, the chance is high to open the email and see your mail as well. Email marketing is more cost-effective compared to other PPC, SEO and affiliate marketing processes or other paid marketing systems. So, let’s know more about email marking and how you can benefit from it:

Definition of Email Marketing

Email marketing is a digital marketing strategy through which businesses send emails to prospects, customers and convert them into customers and turn one time buyers into loyal customers. Email marketing is handy for personal interaction with the customers, buyer, audience or your office colleagues and it is cost-effective compared to other CCP marketing. Email marketing works as a tool to manage a huge email list under a single campaign to track everyone progress easily. 

What is The Process of Email Marketing

The readers may receive hundreds of similar emails daily. It is the marketers’ duty to attract potential customers to open and read their emails. For that, there are some steps and etiquettes a marketer needs to obey:

What is

#Step 1 Goals

Before starting an email campaign, a marketer must determine his/her goals and what he/she really wants to achieve. 

This will specify the target market and the content included measures of success et cetera. 

Proper planning of what a marketer wants to achieve before sending emails, makes it easier to determine what to send and who to send it to. 

Also, it helps to create focused and high performing email campaigns that will obtain marketing goals and targets.

#Step 2 Email list

If the plan is to use email to keep in touch with existing customers,  an email list should be built by adding the existing customers’ details into a chosen email marketing tool. 

For customers, a marketer can either manually upload an existing list or can connect the account to the tool where customer data remains and automatically sync customer information into the tool’s account. 

If the plan is to use email to communicate with a potential customer whose email the marketer might not have yet, the marketer needs to capture email addresses to build the contact list. 

The incentives may be valuable but still, marketers need to make it simple for people to subscribe. Some valuable incentives are: 

Discounts on First Order: 

Offering people a discount on their first purchase if they subscribe to an email list, is a good incentive. This incentive gives them the reason to subscribe as well as to purchase a product or service from the marketer.

Fast or Free Delivery:

This incentive encourages potential customers to convert into customers.

#Step 3 Permission

Before planning an email campaign, planners must take permission from readers. 

It’s important to clear the purpose and give incentives. 

Establishing credibility, explaining the purpose of the email and expectations from the readers are some essential steps in email marketing. 

By sharing useful information and then using a call to action, may get many subscribers. 

Incentives like a free download, free ebook, updated Infos like new releases and product updates are common ways to make people subscribe or sign up. 

#Step 4 Easy Subscription

An alluring incentive along with a simple subscription opportunity increases the email list. 

The audience needs to put less effort into subscribing and be encouraged to sign up if the system is easier.

#Step 5 Header bar

It contains CTA or calls to action to remind people to join or subscribe and input the email address. It remains at the top of the website. 

Any email addresses captured will automatically be added to the chosen list in the campaign monitor account. 

#Step 6 Effective pop-up

A few things need to be kept in mind to create effective pop-up opt-ins that attract the audience such as: 

the right value of the offer, a strong call to action and timing. 

If a pop up opt-in shows up after the reader finishes an article or scrolls ¾ of the page, it will be effective. 

#Step 7 Great contents

A consistent follow-up method and a solid call to action can make a campaign successful. 

Great contents

Again, overdoing things such as: if a marketer is supposed to send email weekly but sending emails daily, it will affect badly. 

On the other hand, if a marketer is supposed to send emails and updates daily but/doesn’t do so, it will affect them in a negative way. Examples of valuable content are: 

  • Creating attractive content and sending the best contents to subscribers through email is a strong incentive for them to join the list. 
  • Company information, for example; career opportunities, press featuring of the company

Product updates and information like product videos, upcoming releases and discounts, offers and so on.

  • Value proposing content, for instance; infographics, industry studies, survey results, written description and blogs.
  • People-oriented content to humanize brand like new hire bios, executive interviews, customer feedback and testimonials, and team-member blogs
  • Event information for community and business events, webinars, and trade-related events
  • Marketers should look for every opportunity to provide useful content over promotional content to maintain interest and engagement high. 

For the sake of introduction and creating awareness about the existence, an initial follow-up email should be sent immediately. Using a good newsletter is a way to make long term relationships with the reader and potential customers. 

#Step 8 Segmentation

In the case of email marketing, segmentation refers to splitting up an email list into a more targeted customer group. 

Email lists can be divided into newsletter subscribers, daily email lists, customer lists, weekly email lists et cetera. 


Dividing them into categories like this helps to send more specific and particular emails to readers.

Some fundamental email list segments which help to create more customer-oriented campaigns are: 

1. Geographic location 

It is useful for advertising store-oriented information and targeting particular markets as well as ignoring out-of-location subscribers where the advertisement would not be relevant.

2. Demographics 

Beneficial to customize campaigns for any combination of age and gender ranges.

3. Market 

Good for segmenting users-oriented market/industry as well as to avoid sending the exact email to everyone.

4. Past Activity 

Important to segment subscribers by past open and click-through behaviour. Marketers need to analyze the behaviour of customers to determine what type of content would be the best.

5. Customer data

Beneficial to e-commerce brands that aim to provide targeted campaigns to VIP customers and target customers.

There are 2 important ways to approach segmentation:

1. Sorting existing subscribers using the subscriber data they provided while signing up

2. Allowing subscribers to self-segment by selecting separate sign-up lists. With this method, the audience watches similar opt-ins throughout the site, but the list they add changes based on the content they are engaging with.

Email marketing is delivering returns to marketers.

 Politeness, respectfulness and delivery of value are most important in email marketing. 

It’s an easy process and a valuable strategy. 

Why Email Marketing Is Important? 

It is well recognized about email marketing and It is highly profitable compared to the other marketing strategy of CCP, PPC campaign. 

The average RIO ( Return on Investment) is $42 dollar to per $1. So, let’s drive into the reason to know why each and every website do use email marketing and why you should do too: 

Why Email Marketing Is Important?

1. More Effective Than Social Media

Most social media do not work organically anymore, so you need to launch new ads in every single post. 

In addition, you are bound to their algorithm system which they change almost every single day. On the other hand, you can send direct mail and communicate with your prospect and customer without any third party help. 

2. Cost Effective

Compared with other digital marketing strategies like SEO, PPC, Affiliate marketing, social media marketing is the time to reduce the cost of the marketing. 

Email marketing takes less time to show the result and cuts off the production time to the placement of each individual customer’s inbox.  

3. Target Individual Customer

To collect the mail to know more about the customers with their interest. 

If anyone clicks the products then you can retarget through the various social media using the tracking tools to your website. 

Moreover, you are able to send products multiple times via mail. 

4. Sending Mail on Two Place at a Time

The number of mobile phones has increased more in the last 10 years. 

Nowadays most people use smartphones to look up their mail, social media or another easy day to day work. 

So, if you are sending mail that means you are creating two chances for you to see the mail you send, one is desktop and smartphone. 

And, both are user friendly for the mail. 

5. Get Direct Traffic and Sales

Via using mail is creating a better chance to get more traffic to your website and thrive the sales. 

As mail marketing is one communicating system, through mail marketing you are able to get more traffic to your website and increase the possibility of sales once they ( custom) trust your words. 

4 Different Types of Email Marketing Campaigns

There are different types of email campaigns marketers like which can be sent to subscribers, and the type depends on the goals set for the campaign. 

Different types of campaigns and how they can help to achieve  email marketing goals are discussed below:


1. Newsletter

An email newsletter is a commonly distributed email campaign. 

It is generally about a main topic of interest. 

If the goal is to keep in touch with a list of people who are already known (i.e. old customers), then a newsletter is the perfect type of campaign. 

It will keep business and products top of mind and drive people back to the website.

2. Marketing Offer

A marketing offer email is generally any campaign sent with the goal of driving response.

It is a campaign showcasing the latest stock and provokes people to purchase. 

This campaign offers a discount on products or services. 

The campaign presents its products at a promotional price and includes a direct CTA or call to action to purchase. 

The marketing offer email is effective if the goal of the email is to drive sales. 

It presents a product or discount offer and includes a direct call to action for the audience to click through to the website and make a purchase.

3. Announcement

An announcement campaign is an email sent to subscribers mentioning or describing a new product, feature, or service. 

It is best for keeping the audience engaged and up to date with the latest updates. 

The primary goal is to share information and driving people back to shop or website to make a purchase are also the goals of email marketing. 

4. Invitation to event 

The purpose of this type of campaign is to increase awareness of the event and inspire people to attend the event. 

The type of email campaign wholly depends on the goal and purpose of the event and the campaign. Marketing offers and announcements are beneficial to drive direct sales. 

To keep the existing customers engaged, up to date on the latest news, products and improvements, sending newsletters is a better idea. 

Things to remember while planning a campaign 

Some fundamental rules are there which every marketer must follow to get the best results from a campaign. Such as:

Things to remember while planning a campaign 

1. Understandable and easy content 

Long and text-heavy emails with unfamiliar vocabularies are not good for email campaigns. 

Emails structure should be easy so that it helps to draw the attention of people while guiding them to the emails CTA or call to action. 

2. Images and visuals

Relevant images and visuals are eye-catching and attractive. 

They make the email memorable and easy to recall. Using visuals encourages readers to take an expected action. 

3. Relevant subscribers 

According to different email list segments, a marketer needs to choose the type of content he/she wants to send to which customer. 

Personalizing content and making relevant content to a group helps improve the response rate. 

It is obvious that email campaigns are not the only interaction the subscribers are having with the business. 

In fact, subscribers probably visited the website or social media page to sign up for the email campaign.

Because of this, it is important that the email campaigns are aligned with the colours, fonts, and branding used across all other customer touchpoints so that customers have a consistent experience with the brand.

Benefits of Email Marketing for Small Businesses

The benefits of email marketing are:

  • People check their email inbox daily 
  • It is cost-effective 
  • Easy to design and implement 
  • Perfect tool for promoting blog posts
  • It enables a business to customize content  with targeted messages 
  • Email includes links which directly take the audience to its websites 
  • Easy to create brand awareness and also easy to track the effectiveness of the campaign 

Email marketing is a beneficial marketing strategy to send advertisements, business requests, updates and so on. 

Email marketing is a beneficial marketing strategy to send advertisements. Business Email is one of the most used methods of business communication. 

Building a relationship with customers is one of the biggest priorities of a marketer and business. Welcome emails, content, engagement emails and storytelling are some of the examples. 

A business wants to make its customers feel exclusive, included and closely related to the journey, not just marketed to. Customers like to be engaged with and feel related to a brand.

It is a must that emails represent the brand’s personality. Finding the correct balance of types of email marketing for the company is imperative. 

Many people unsubscribe from promotional emails because a brand sometimes sends “too many emails”. 

It is crucial to understand what the existing customers want and what potential customers are looking for in the emails. 

Email marketing does not focus only on sales but also its main focus is to create bonds with the audience. 

The email marketing strategy should consist of a balanced mixture of promotional, educative, and transactional emails.

In Short 

I hope you have got the answer to the question of “ What is email marketing in digital marketing”. Undoubtedly, email marketing is one of the Digital profitable marketing which also has more opportunities to know your prospect and customer closely. The main part is every single blogger and website owner loves to use is email marketing to use this as a main key tool to generate traffic and sales as well. 


  1. https://campaignmonitor.com
  2. https://optinmonster.com