Understanding Email Marketing Strategy

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By Vijay Singh Khatri

With every passing minute, the number of people using emails increases. It is expected that by the end of 2022, more than 4.2 billion users will be using email services. This indicates that email is still the most powerful way to communicate over the Internet. It might surprise you, but more than 293 million emails are being sent every day. On the other hand, this also proves that email marketing is still highly effective. And, it is not going to be replaced by any of its competitors soon. You don’t need a super awesome email marketing strategy to connect with your potential customers.

So it becomes inevitable to ask yourself how to stand out from the sea of emails and make your business attain new sales propositions in terms of customers. Here, we are going to discuss some of the best email marketing strategies to grow your business and attain its sales target. Along the way, we will be talking about how you can develop your marketing strategy and excel in it. So let’s get started.

What is Email Marketing Strategy?

Email marketing strategy is the direct method of sending personalized or mass emails to your customers to educate them about your new offerings. In addition to this, it is also used to convince the lead to take a specific action, such as making the purchase. Email marketing is considered one of the most effective digital marketing strategies as it helps convert prospects into customers. At the same time, it could help in turning one-time buyers into repeat customers and raving fans with the right content.

If we look at email marketing and its history. We can see that it has been present for a long time since the explosion of the Internet. People have the natural habit of checking their emails when they wake up in the morning. As a result, that is the time when you can make a difference and leave your mark on their minds about the upcoming conference, product launch, or even a discount.

How to Develop Email Marketing Strategy

An email marketing strategy is important in many ways. But when it comes to building an email marketing strategy, people miss the spot. In this section, we are going to show you how you can create a fantastic email marketing strategy from scratch and make it work according to your requirements.

Have a Business Plan

The first thing you need to do is have a business plan. You need to define the goals you want to achieve with your email marketing strategy. Besides, a business plan enables email marketers to chalk out their email marketing ideas well in advance. This will help other employees to know what the email marketing team needs, and they can all work together to get it done. There are different types of emails that you send to a customer. So with the help of a business plan, you will have the idea of creating the template for a specific type of email. So there’s no rush hour for you to face or worry about completing the work just minutes before the deadline. You can plan out how to send non-promotional emails to your customers to develop a better relationship with them and show them they are valuable to the business. The non-promotional emails are the best way to gain the interest of the subscriber, thus helping in defining the mailing list and grouping various customers.

With the promotional emails, you are aiming to get better sales for your business. It is time-consuming, and you have to be subtle yet efficient in your way of pursuing the recipient. With the use of a business plan, all these issues and questions can be answered before you start working on your email marketing strategy. As a result, having a business plan is a must for any company looking to begin its email marketing campaigns.

Find Out the Best Tactics

Tactics are nothing but tips and tricks that you will be using to make your email marketing strategy efficient so that it can reach its goals in the specified time. One example of a fantastic tactic could be to start a cart-abandonment program to cut down the number of lost sales of your online products.

Set Your Email Marketing Goals

As we said earlier, defining your goals is the first thing you should be doing. When it comes to building an email marketing strategy, find out what type of goal you are working on. For example, email marketing can be used to raise the loyalty of customers, maximize Return on Investment (ROI), increase customer engagement, and more. A digital marketer needs to work on these things to make the emails achieve the goals that have been set before during the business planning.

Find Necessary Marketing Tools

Everything is done online, and when it comes to sending thousands of emails, you don’t want to send them manually one at a time. As a result, you need to find the best email marketing tool that suits your requirement. Some of them are Mailchimp, HubSpot CRM, and Zoho CRM. These tools will connect with your CRM and, from there, directly take the required information to create the emailing list and also different groups of people based on their liking and interest in your website.

Divide Mailing List into Segments

With the use of segments, you will be able to send emails to a targeted group. You can segment your emails based on the location, the liking of products, gender, occupation, age, behavior, and more. This will provide you with the surety that you are delivering appropriate and customized messages that will surely spark the interest of the recipient.

5 Different Types of Email Marketing Strategies to Enhance Your Sales

So now you know how to come up with a great email marketing strategy. The next thing to know is the best email marketing strategies that you should try when creating your campaign and strategy.

1. Get Personal

Be your customer’s message of appreciation and support in a world full of generic content. A bit of personal touch goes a long way when it comes to marketing. It doesn’t matter if it’s offline or online marketing. According to Invesp, compared to non-personalized, personalized promotional emails have much more opening rates, as higher as 29%. In addition to this, it will also provide 41% higher unique click rates. Moreover, 80% of the customers are more likely to buy a product from a company that curates a personalized experience. It is great to know how your relationship is with your customers.

But you have to be careful not to step out of the line. One of the examples of this line is overusing the name of the recipient in your mail. This could quickly become weird and could potentially damage your reputation. You can use general data such as their birth date, anniversary date, and more to send them personalized messages. This will show you care for their special days and do not forget to wish them or give them a special offer. Even a 10% discount on their special day will fill them with trust and gratitude towards your company.

Keep in mind that personalizing emails is more than just adding your customers’ names. Find out more ways to get personal while maintaining the fair distance which needs to be present in customer and company relationships.

2. Keep Your Subject Lines Precise

Studies prove that 47% of the emails are opened when the subject line is of interest. The personalized subject lines have a better chance of being opened. This indicates that subject lines are pretty crucial for the success of your email marketing strategy. But, from the research, it has been found that it’s not just the important subject lines. The length plays a vital role as well. You need to keep the subject line precise and complete it in 8 to 10 words maximum. On the other hand, subject lines that come with a sense of urgency have a 22% higher rate of being opened by the recipient.

It might seem like a single line, but it takes a long time to master it and get it right. A subject line can make or break your email marketing campaign. So, whenever you are crafting the following email subject line. Always try to say more with fewer words. This will increase your chances of making the campaign successful.

3. Find the Right Time

When it comes to sending emails, timing has to be the most crucial aspect of the success rate. An email is sent to achieve a higher click-through rate and conversion of leads. So for this, you need to choose the time wisely. There are a lot of tools that will help you in finding the right time for your emails to be sent, depending on how your customers are interacting with your website. Keep in mind that there is no way you can find a perfect time that fits all the different segments of your customers.

Another factor you should consider is the type of business you are running. On Wednesday morning, an eCommerce business would have better chances of securing high opening rates. While at the same time, an offline hospital will get the advantage of sending emails when they are sent on Thursday mornings. For you to find the right time, you first need to perform some trial and error.

Right now, more than 51% of the companies are using automation to find out the right time to send emails. These tools will save you a lot of time and resources as well. Resulting in you focusing on more critical tasks of email marketing strategy. Besides, you can use an AI delivery system that will learn about your customers’ behavior. This will help in sending the emails according to their routine and have a much higher chance of being opened.

4. Give Away Freebies

With the use of promotional giveaways, you can significantly increase the number of subscribers. But in the same way, they help you in improving your income as well. You might be thinking, why should I be giving out free stuff. But that’s what grabs the attention of users and makes them subscribe to your newsletter. A free template or a tool can help you increase the rate of opening your emails by 26%. However, there are some rules that you should follow. Even when you are sending out freebies, first, when you are sending an email, it should have a relevant subject line, and at the bottom, your commercial email address should be visible. Also, there has to be an unsubscribe button. So if someone wants to opt-out, they can do it with ease.

As a result, even when your subscribers have given you their email addresses to get freebies. They still have the right to opt-out of the email subscription. Creating trust between you and the customers is the first thing every marketer should be doing. You need to show your subscribers that they are in control of these emails.

5. Mobile-friendly Emails are Must

So you have made a fantastic email, and you are pretty sure the content is bang on. But hold on a minute. You need to see how the email looks on a mobile. Most of the users open their emails on mobile. So make sure that all the images and other template particles are opening perfectly on a mobile screen. Some of the tips to create a mobile-friendly email are:

  • Create one-column emails.
  • When writing the email, place important content at the center of your email.
  • The Call to Action needs to be easy to find, and it should be slightly different from other text present in your email.
  • Try to use bigger font sizes to make readability easier.
  • Lastly, keep the size of images small for better loading speeds of your email.


So this was all about email marketing strategy. The best way to find a connection with your customers is still through emails, and this is going to remain as long as the Internet exists. With the email marketing strategy, you will have a better chance of securing a sale than showing the ad on YouTube or Google. Besides, always make sure you test your email marketing campaign before going live. This will keep you secure from all types of typing errors, bounces, and other issues that might result in the failure of your email marketing campaign.

We hope this article helped you understand the importance and working of email marketing strategy. If you feel some other tips should be present in the article, feel free to write them down in the comment section. Till then, happy learning!

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