An effective marketing email gets the reader to take the action you want. That might be visiting your site, reading new content, buying, or engaging with your brand. You judge success by whether it meets your business goals, using key performance indicators such as open rate, click-through rate and conversion rate.
What is email marketing?
A marketing email is an email you send for commercial purposes. It is designed to get people to act. Brands use it to share recent content, increase sales, drive traffic to a website, keep customers aware of the brand and promote something new.
Email marketing started in the 1990s. It is still one of the most direct ways to reach your target customers.
Is email marketing still worth it?
Yes. Inboxes are crowded, but email remains a direct line to people who have chosen to hear from you. These are the main reasons it earns its place.
It is cost-effective
Email is relatively inexpensive compared with other formats such as print or TV advertising. That makes it practical for businesses with tight budgets.
Your customers already use it
Email is everywhere, and your customers use it. If you are not using it for marketing, it is worth rethinking.
It is easy to segment an audience
An email system lets you segment your list by industry, income and other details subscribers provide when they sign up. You then send targeted emails to each group, which can lift open and conversion rates.
It supports personalisation
If you know what your audience likes, you can design content around it. Personalised content can build customer loyalty and increase revenue.
It works with your other channels
Use email to send people to your social media pages, a blog post or a video from your content marketing.
AI and automation help
AI can suggest subject lines and personalise content to individual interests. Automation streamlines automated emails and campaign management, so communication stays targeted.
Modern tools make it easier
Platforms such as Mailchimp, Zoho and Drip give you what you need to write content, design interactive emails and write subject lines. Other tools named in our earlier email guide include Customer.io and ConvertKit.
How do you write a marketing email that gets results?
Start with your audience. Ask who they are, what challenges they face and what motivates them. Then split your list into sub-groups so each message is relevant to the people who receive it.
From there, work through these steps:
- Write a strong subject line. It can decide whether the email is opened at all.
- Personalise the content. Go beyond a name. Give people relevant, relatable content.
- Use a clear, focused call to action. Generic prompts such as "buy now" or "shop now" do not always work. Aim to encourage curiosity and interest.
- Add social proof. It reassures subscribers they made the right choice by joining your list.
- Use templates for quick campaigns. Ready-made templates are faster to build when you need to send at short notice.
- Test and measure. A/B testing, analytics and reports show what works, so you can make data-driven decisions.
- Optimise for mobile. Banners, headings and buttons should look as good on a phone as on a laptop.
Is email marketing inbound or outbound?
It can be either. Which one you use depends on what you want to achieve.
| Inbound email | Outbound email | |
|---|---|---|
| Who it reaches | People interested in what you offer | A broad audience, regardless of interest |
| How it is targeted | Job title, industry, location | Sent to prospects when you choose |
You can run each on its own or combine them in one strategy. Many marketers get the most from using both together.
How can Tussle Digital help with email marketing?
Tussle Digital can help you plan and implement email campaigns. See our eCommerce services for more on email and SMS, or contact us to set up a free marketing consultation.
Questions we get asked
What makes a marketing email effective?
An effective marketing email gets people to act in a way that supports your business goals. You judge it by key performance indicators such as open rate, click-through rate and conversion rate. Knowing your audience, segmenting your list, writing a strong subject line and using a clear call to action all help.
Is email marketing still effective?
Yes. The article argues that email is not dead. It started in the 1990s and remains one of the most direct ways to reach your target customers. It is cost-effective, easy to segment, supports personalisation and works well alongside your other marketing channels.
What is the difference between inbound and outbound email marketing?
Inbound email is targeted by details such as job title, industry and location, and connects you with people interested in what you offer. Outbound email reaches a broad audience regardless of their interest. You can use either on its own or combine both in one strategy.
Which tools can I use for email marketing?
The article names Mailchimp, Zoho and Drip as platforms that help you write content, design interactive emails and craft subject lines. Our earlier email guide also lists Zoho Campaigns, Customer.io and ConvertKit. Choose a tool that supports A/B testing, analytics and automation.
