If you are a newbie in Digital Marketing, you might have heard of Email Marketing. But what is Email Marketing?

Well, before we talk about what is Email Marketing, let’s take Darwin’s view of the evolution of Email Marketing.

The very first Email or Electronic mail was sent by an MIT programmer named Ray Tomlison in 1971. Little did he know what a breakthrough it would be in the field of marketing in the times to come.

It didn’t take long before the first email marketing blast was sent by a man named Gary Thuerk in 1978. This email blast was sent to 400 recipients as a promotion and resulted in a whopping $13 million in revenue.

Fast forward to 1996, Hotmail sparked the explosion of email marketing after launching the first free web-based email service.

As a result, they opened up an entirely new opportunity for the brands to reach their customers.

Is Email Marketing still effective

Fast forward to the end of the last decade, a 2019 study by Statista suggested that the number of global email users is set to grow from 3.9 billion in 2019 to 4.48 billion users in 2024.

Woah! Talk about those numbers.

Still, people doubt the power of Email Marketing and frequently find themselves asking the question, ‘Is Email Marketing still effective?’

Is Email Marketing still effective?

If you’re one of those people, then you’re in for a surprise.

According to a 2019 report by DMA, they found that for every $1 you spend on email marketing, you can expect an average return of $42. Talk about return on investment.

That is primarily the reason why email is still the most preferred communication channel by brands. 

what is the role of email marketing in digital marketing

Not only that, but the email also drives more conversion compared to the other channels like search and social combined. More than 72% of the consumers prefer email as their source of business communication.

And these are just some of the statistics which prove why Email Marketing is important.

Hopefully, now you’ve understood the importance of Email Marketing. Let’s go a step further as we look at what email marketing is and how it works.

But before that, let’s understand what you can expect from this post.

In this guide, you’ll learn the basics of Email Marketing and various email marketing tools and strategies. But before all, what is the definition of an email marketing strategy?

What is email marketing and how does it work?

Email Marketing is the act of sending a commercial message to your subscribers using email as a communication medium.

what is email marketing and how does it work

Truth be told, Email Marketing is just Marketing done through the channel of email. The fundamentals are the same; the medium is different.

It doesn’t have a single purpose.

Emails can be used for Branding, Acquisition, Engagement, Traffic, Direct Sales, Referral, Retention, or Reactivation. Typically, there are 3 different types of Emails used in a marketing campaign.

  • Transactional Email
    An action of the user triggers these emails. Order confirmations, purchase receipts, shipping notifications, etc., are some types of transactional emails.
  • Relational Emails
    The goal of this email is based on building a relationship with the user. Some of the examples of relational emails include new subscriber welcome, newsletter, social updates, etc.
  • Promotional Emails
    This type of email aims to make the user aware of the offer available to them. Sale announcements, trial offers, event announcements, new product releases, etc., are examples of Promotional emails.

Sometimes, these email types can overlap as well, depending on their purpose.

Now that we’ve looked at the definition of Email Marketing, let’s look at how it works.

How does Email Marketing work?

There are lots of moving parts involved in an Email Marketing setup. To learn how Email marketing works, we have to first understand what Email Marketing software is?

Email Marketing software

These are the tools marketers use to create, send, test, optimize, and report on their Email Marketing campaigns.

what email marketing software is

Mailchimp, GetResponse, AWeber, ConvertKit, are some of the best Email Marketing software available on the internet.

Now you must be wondering what an Email marketing campaign is?

Email Marketing campaign

It involves a coordinated set of individual email messages sent across a specific period with a particular purpose, sent in a sequence.

There are lots of moving parts in this machine.

what Email Marketing software is

Are you wondering why there’s a need to purchase Email Marketing software to run a campaign when you have free platforms like Google?

As a business, you can’t just send mass marketing emails from your regular inbox providers like Gmail or Yahoo.

That is because of the problems with limited email bandwidth, design, and most importantly, email deliverability. What’s the point of sending emails if they don’t get delivered to your customer’s inbox. For personal use, regular providers like Gmail and Yahoo work great, but not for business. And so, you need to pay to avail the services of the email service providers.

Now that we have discussed the components involved in Email Marketing, let’s look at how to send emails.

How to Start Email Marketing

There are two things you need to start an effective Email Marketing campaign.

  • The first one is the Email Marketing software (provider), as discussed above.
  • The second and the most important is the Email List. This list contains the email addresses of interested subscribers who have opted-in to receive email communications from you. It is important to note that these subscribers have signed up to your email list and given permission to receive email communications from you.

    As the famous saying goes, ‘Money is in the list.’ Still, most marketers focus on growing the email list and spend very little thought on how they’re going to make money from that list once they have it. Monetization should always be in focus.

After connecting these two, you can start sending emails to your audience. The next question should be how I can improve my email marketing campaign? To get the most out of your campaigns, you need to take care of a few things

Tips to improve your email marketing campaign

There are somethings which you should always keep in mind when talking about email marketing.

How can I improve my email marketing
  • Always use double opt-in
    It involves sending a confirmation email with a link to each new subscriber. The subscriber must click the link to complete the subscription. Without this verification, they won’t receive emails from you. And so, it ensures high email deliverability.
  • Ready-made templates
    Have lots of email templates for different occasions. You may ask, what is one of the benefits of using templates for your email marketing campaigns, and the answer is time. You can save precious time on editing. Just open and edit. So, have a swipe file for different email templates ready to go.
  • Segmentation of the list
    The biggest mistake the marketers make is that they send the same email to everyone. There are no segments. The problem with this is that it won’t make the desired impact. It’s like, if you target everyone, you target no one. Personalization leads to engagement, which makes it all the more important.
  • Follow up with new subscribers
    They’ll forget about you if you don’t follow up.
  • Never buy email lists
    It might seem tempting and easy, but remember that these people never opted in themselves. The email you send will get ignored, and these people will block your emails. This will damage your email reputation.


With the dawn of the digital revolution, digital marketing is not an option but a necessity for a business.

What is the role of email marketing in digital marketing? Of all Digital Marketing core disciplines, Email Marketing has the highest ability to progress through the customer journey.

Email marketing is a well-used and experimented tactic for business promotion via emails. It is cost-effective, smoothly executed, and has a good impact on your campaigns.

Moreover, email marketing does not replace your other marketing activities but compliments them exceptionally well.

If your business doesn’t have an email marketing strategy, you’re losing this game. Get in now!