You’ve got mail: Email Marketing for Beginners

You’ve got mail: Email Marketing for Beginners

Some would argue that we have replaced email with other methods of online communication. Tweets, DMs and tags are all the newest ways of catching someone’s attention and instead of emailing your friend to tell them what you have been up to, they can see for themselves via your status update.

This may have left you wondering, do email marketing campaigns work? The answer to this question, like any other form marketing is that some work and some do not. If you are going to start an email marketing campaign you could seek the advice of a professional, however, there are some basics which you can pick up from home.

Email Invitation

If someone was to start throwing hundreds of flyers through your letter box at home, you would throw them into the bin right away. The same applied when it comes to email marketing. Every day we are sent pitches and advertisements and some of us do not have the time to sieve through them constantly.

Email marketing is all about good manners and if someone has been previously introduced to your brand then, they will be more than happy usually to restart the relationship. Make sure you recipients are familiar with your brand before you start to bombard them with mail.

Getting Permission

This brings us on to our next important point. A digital marketer will tell you that no email campaign should be built without getting the permission of the email recipients. If you plan on starting a campaign you will need a sizable email list. Many users will sign up to an email list if they are given something in return, discount, advice, business tips etc.



Call To Action

Make sure that you add a call to action to your promotional material as copywriting is super important. Many businesses use language like “enter your email for updates” isn’t going to get anyone excited to do so. Give your users something that competitors are not offering.

Kissmetrics says “Email marketing is all about expectations, and it’s up to you to set them. If your call to action is strong, and your follow-up is consistent, then you can count on a positive campaign”.


Remember this term. Make sure your email campaigns are whitelisted. Email service providers work very hard to make sure that your emails are not blocked by major ISP’s. Sending out hundreds of emails from a normal email address means you will have little control over where your emails go.



By choosing a whitelisted email provider your email campaign will have a better quality score to help you determine availability, getting whitelisted is the most effective way to ensure that your emails get delivered properly. Popular online providers include:


  • AWeber
  • Mailchimp
  • Constant Contact
  • Campaign Monitor
  • Blue Sky Factory
  • Emma


If you are still unsure what whitelisted means, it is similar to being marked as a friend in the eyes of your email account. The best way to achieve this is by being added to the recipient’s address book.