Email marketing isn’t dead. In fact, it’s one of the most cost-effective digital marketing strategies, delivering an average ROI of ₹3,500 for every ₹83 spent. From startups to global brands, businesses rely on email to connect with their audience, build relationships, and drive sales. In this comprehensive guide, we’ll walk you through the entire email marketing process, from list-building to conversions.
What is email marketing?
Email marketing is the process of sending targeted emails to a group of people to promote products, share updates, or build loyalty. It includes:
- Newsletters: Regular updates and tips.
- Transactional Emails: Order confirmations, shipping notices.
- Automated Campaigns: Welcome emails, cart abandonment, re-engagement.
Why is Email Marketing Important?
- You own your email list, unlike social media, where platforms control your reach.
- Direct communication means higher chances of engagement.
- Email marketing is measurable, cost-effective, and scalable.
A 2023 report by Campaign Monitor revealed that businesses generate ₹3,500 for every ₹83 spent on email marketing. This makes it one of the best ROI channels out there.
Why Email Marketing Works
Email marketing works because it’s
- Permission-Based: People sign up, so they’re interested.
- Personalized: Emails can be tailored to preferences.
- Timely: Send messages at the right moment.
- Trackable: Open rate, click-through rate (CTR), and conversions are measurable.
For example, a local clothing brand in Mumbai increased their monthly sales by 35% using automated email sequences. These included welcome emails, product recommendations, and post-purchase thank-you notes.
Building an Email List
Building a list is the foundation of email marketing. Here’s how to do it right:
Offer Value First
Nobody gives away their email for free. Offer:
- E-books or PDFs
- Discounts (e.g., 10% off on first order)
- Webinars or free workshops
- Exclusive content access
Example: A Delhi-based digital coach grew her list from 500 to 15,000 subscribers in 6 months by offering a free “Instagram Growth Checklist.”
Use Strategic Opt-In Forms
Types of forms:
- Pop-ups
- Sidebar Widgets
- Exit-intent Forms
- Landing Pages
Tools to use:
- Mailchimp
- ConvertKit
- Thrive Leads
Offline Collection Methods
- Collect emails at events or trade shows.
- Use QR codes linking to landing pages.
- Ask in-store customers to sign up for receipts or discounts.
Legal Compliance
Respect user data. Follow:
- GDPR (Europe)
- CAN-SPAM (USA)
- Indian IT Rules 2021
Best practices:
- Use double opt-in.
- Add unsubscribe options.
- Never buy email lists.
Segmentation & Tagging
Once you have a growing list, the next step is to segment and tag your subscribers. Not all your subscribers are the same, so your emails shouldn’t be either.
What is Segmentation?
Segmentation is the practice of dividing your email list into smaller groups based on specific criteria such as:
- Location
- Purchase behavior
- Email engagement
- Interests or preferences
Example: A Pune-based travel agency sends separate deals to people interested in domestic vs. international travel.
Benefits of Segmentation
- Higher open and click-through rates
- Reduced unsubscribe rates
- Better conversions and customer satisfaction
Tagging for Personalization
Tagging helps identify user behaviors or characteristics. For instance:
- “Visited Pricing Page”
- “Abandoned Cart”
- “Attended Webinar”
Tools like ConvertKit or ActiveCampaign make tagging easy and automatic.
Creating High-Converting Emails
Now that your list is organized, let’s create emails that convert readers into buyers.
Subject Lines That Get Opened
- Keep it under 60 characters
- Add urgency or curiosity
- Personalize with names or interests
Examples:
- “Just for You, Rahul: 20% Off Inside!”
- “Limited Seats for Our Free SEO Webinar”
Email Content That Converts
- Start with a friendly greeting
- Use short paragraphs and bullet points
- Add one clear call to action (CTA)
- Include images, but don’t overdo it
Design Tips
- Mobile-friendly layout
- Brand colors and fonts
- Use buttons for CTAs
A/B Testing
- Test subject lines
- Try different CTAs
- Send at various times
This helps you find what your audience loves and improves results over time.
Automation & Workflows
Automation allows you to send the right email at the right time without manual effort. This is key to scaling your email marketing.
What is Email Automation?
It’s the use of preset email sequences triggered by user actions or time. Example workflows include:
- Welcome Series for New Subscribers
- Abandoned Cart Recovery
- Post-Purchase Follow-Up
- Birthday or Anniversary Emails
Tools for Automation
Popular tools include
- Mailchimp
- Klaviyo
- ActiveCampaign
- ConvertKit
All offer drag-and-drop workflow builders, so you can visually design how emails are triggered and delivered.
Example: E-commerce Workflow
- User signs up and gets a welcome email.
- Two days later, a “Top Products” email.
- If they view a product but don’t buy, a “Still Interested?” email with a discount.
- Post-purchase, a “Thank You” and “Review Request” sequence.
Save Time and Increase Sales
Automated emails often have higher engagement because they’re timely and relevant. For example, welcome emails get 4x the open rate of standard newsletters.
Measuring Results and Optimizing Campaigns
You can’t improve what you don’t measure. Tracking performance is essential to success in email marketing.
Key Metrics to Track
- Open Rate: Percentage of subscribers who opened your email.
- Click-Through Rate (CTR): Number of clicks on links divided by number of opens.
- Conversion Rate: How many completed your desired action (e.g., purchase)
- Bounce Rate: Emails that couldn’t be delivered.
- Unsubscribe Rate: If too high, your content may not be relevant.
Use Built-in Analytics Tools
Most platforms like Mailchimp, ConvertKit, and ActiveCampaign have dashboards showing all key metrics.
A/B Testing for Optimization
- Test different times/days for sending
- Try different subject lines or formats
- Monitor which versions perform best
Heatmaps and Scroll Tracking
Tools like Mailmodo or Hotjar allow you to see where users click or drop off.
Create a Feedback Loop
- Ask for user feedback via surveys
- Monitor replies and social media mentions
- Use this data to refine your content and tone
Converting Subscribers into Loyal Customers
The real success of email marketing is not just in clicks—it’s in conversions and customer loyalty.
Use the Customer Journey
Email marketing should support every stage of the journey:
- Awareness: Introduce your brand
- Consideration: Share product benefits and testimonials
- Decision: Offer discounts, limited-time offers
- Retention: Loyalty rewards, helpful content
Add Personal Touches
Personalization builds connection. Try:
- Sending birthday wishes with a coupon
- Product recommendations based on past behavior
- Celebrating customer milestones (e.g., 1-year anniversary)
Build Trust with Social Proof
Include:
- Customer reviews
- Case studies
- Influencer shoutouts
Example: An Ahmedabad-based organic skincare brand increased repeat purchases by 45% by including user testimonials and “before & after” images in emails.
Also Read: Why Freelance Digital Marketing Is a Smart Career Choice: 8 Powerful Benefits
Reward Loyalty
Use exclusive offers and VIP treatment:
- Early access to new products
- Points or cashback systems
- Referral bonuses
Encourage Two-Way Communication
- Add questions and surveys in emails
- Make it easy to reply and engage
- Feature subscriber stories in newsletters
This turns subscribers into a community.
Common Mistakes to Avoid in Email Marketing
Even experienced marketers can make mistakes. Avoid these to maintain credibility and performance:
Buying Email Lists
These often contain outdated or unengaged contacts and can hurt your domain reputation. Always build your list organically.
Sending Too Often
Bombarding your list can lead to high unsubscribe rates. Stick to a consistent but respectful schedule (1–4 times per month is often ideal).
Ignoring Mobile Users
Over 60% of emails are opened on mobile. If your emails aren’t mobile-friendly, you lose engagement.
Not Testing Before Sending
Always preview and test emails across devices and platforms. A broken email damages brand image.
Missing CTAs
Every email should have one main call-to-action. Don’t confuse readers with too many buttons or links.
Skipping List Cleaning
Regularly remove inactive users to maintain healthy open rates and deliverability.
Conclusion
Email marketing remains one of the most powerful tools in digital marketing when used strategically. From list-building and segmentation to automation and conversion, each step plays a critical role. By following best practices and focusing on value, personalization, and engagement, you can turn subscribers into loyal, lifelong customers.
Whether you’re a small business owner in India or a global entrepreneur, email marketing can drive massive growth at a low cost. Start building today, and scale with purpose.
