• What is Email Marketing and How Does it Work?

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• This beginner’s guide will explain exactly what is email marketing and how it works. By the end, you’ll have a solid grasp of the basics along with the know-how to launch email marketing for your business.
• It’s best learn how to do email marketing before launching your first email campaign.
• Businesses use what’s known as an Email Service Provider (ESP) to send marketing emails.
• An Email Service Provider is software that sends and manages email marketing campaigns.
• Sending marketing emails through an ISP will only put your brand and email sender reputation at risk.
• This list contains the email addresses of interested subscribers who have opted-in to receive email communications from you.
• Because here’s where it gets exciting — learning how to launch an email marketing strategy, starting with your first email campaign.
• The first step is finding an ESP to send and manage your email campaigns and email subscribers.
• Time to start building a list of engaged, opt-in subscribers.
• The idea is to introduce your brand and any content that’ll establish your relationship with the subscriber — a welcome discount, link to latest articles, useful information, etc.
• Email deliverability tip: Get subscribers to add you to their contact list so they never miss an email.
• That you’ve started building your email list, it’s time to think about what you want to achieve from this first campaign.
• If your email marketing service offers templates, pick one you like and personalize it to match your brand colors and font.
• Introducing the most important element of your email marketing campaign: The email subject line.
• Most email marketing services will refuse to work with you because purchased lists can harm the deliverability of other users on shared IP addresses.
• There are two different types of opt-in for email marketing: Single opt-in is when the subscriber is added to the email list once the signup form is submitted.
• Double opt-in adds an extra step between the potential subscriber and your list.
• You can already segment subscribers into separate lists during signup by asking preferences in terms of content, email frequency, etc.
• You want to capture attention with an on-brand email design that highlights your main message and CTA in the best way possible.
• If intend to add images to your email content, keep in mind best practices for newsletter images: Don’t clutter the email with too many images
• Test different email subject line formulas, content formats and CTAs. See which ones get the best engagement and stick with the approach.
• Build a subscription form, experiment with different email designs to find the one that suits your brand, send your first campaign.

Important Highlights 

• This beginner’s guide will explain exactly what is email marketing and how it works
• Email should be a key pillar of your digital marketing strategy
• To not do any email marketing is like leaving money on the table
• It’s easy for beginners to get lost in a sea of tools, techniques and terminology
• Most email marketing services will refuse to work with you because purchased lists can harm the deliverability of other users on shared IP addresses
• There are two different types of opt-in for email marketing: Single opt-in is when the subscriber is added to the email list once the signup form is submitted