Email marketing: how to communicate with the audience through emails

Despite the fact that some experts believe that e-mail marketing has died or is living its last days – do not believe everything you hear. This is not true. Emails are an effective communication channel with a client as they were 5-7 years ago, however only if you use it correctly.

Why we should use e-mail marketing?

Here are two main reasons:

  • This is a way to create a trusting relationship with a potential customer.
  • This is a tool for building a sales funnel. With e-mail, marketing you can keep a potential client and push him to buy your goods. Having built a competent chain of letters, you can convert a client not only into a one-time buyer but also into a regular customer.

If you are interested in using email marketing, then it is important to understand not only the main purpose of your email. But also how to write them, your audience – the main message, what time and day to send letters, how to influence the click-to-open rate, conversion, and so on. First, let’s look at the correct structure of the email what it should have in order for the client to open and read it.


Personalization is a method of building a trust relationship between a brand and an audience. In an e-mail, marketing this is a trend. When the representative of the brand communicates with the client through a letter, so you can better perceive this message.

For example, if this is personal coaching, then the letter must be sent from the domain in which the name of the trainer is used (if he is a celebrity and recognizable among the audience).


If the business operates in several branches and implies a different target audience. For example, if you make makeup for young girls and skincare for mature women. In this case, it is important to segment the audience in order to create the most useful letters for both audiences. Effective e-mail marketing involves a chain of letters that are sharpened for a specific audience.

Marketing and remarketing

Mail Chains are made not only for a specific audience but also for different marketing purposes. To make mailings, you first need to collect a contact database and then conduct active campaigns.

However, over time, your audience will be divided into a new and old one. In other words, those who will receive the first emails and those who have already seen them and require new ones. While in the first case everything is clear, there is the first funnel of letters, which starts with welcome words, discounts for sales stimulation, and so on. Then in the second case, not everything is that easy. The audience that you communicated (the second), perhaps, who bought the product/service from you; it is important to keep her attention with new information, fresh offers and so on.

Email marketing is a proven tactic that marketers count on to drive results. Campaign Monitor put together this handy infographic that details email marketing do’s and don’ts every marketer should know before they push send to ensure their email campaigns deliver.

Marketing in all its manifestations strives to be creative, maximally personalized and interesting. The same rules apply to e-mail newsletters. Do not hesitate and embed them!

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