What is Email Marketing? The Beginners Guide 2021


“Who uses email marketing these days? It’s just so outdated”.

If you still think that email marketing is out of the market, you are mistaken. This is because, on average, 306 billion emails were given and received every day in 2020.

And the number is only going to increase with every passing year.

And the best part about email marketing is that you don’t have to worry about the changes in the algorithm like other digital marketing platforms.

So it is important to build a strong email marketing setup that will benefit growing your business.

Here is how you can begin with your email marketing journey from scratch!!


Let me just burst your bubble by saying that your email is important to you, but it may not be the same to the reader.

Every single day the reader may receive tons of emails, making yours the less important one.

So it would help if you kept in mind that your email should be well written and well addressed to keep your reader engaged in the message.

Beginners Guide to Digital Email Marketing for 2021

Step 1: Build your Audience

If you’re getting into email marketing, then it’s obvious that you will need your target audience.

You can do this by simply asking people who visit your website to subscribe via adding a banner or form.

Also, don’t forget to add a reason for your audience to subscribe. You can do this by simply offering an incentive.

There are many ways in which you can do this. You can offer a checklist, eBook, updates regarding your products, giveaways, blogs, etc.

The point here is to find a purpose to receive emails from the people visiting your website.

Step 2: Focus on the Content

The key to conducting great and successful email marketing is two things: follow-up and consistency.

If you don’t follow up with your audience regarding email marketing, thinking that they are interested anyway, I suppose you might be wrong.

So, once when your audience will register, you’ll first have to send them an introductory email.

This means two things: the confirmation of their subscription, and the next is that you are glad to have them. 

So now we can begin talking about the difference between a good newsletter and a bad newsletter.

It would be best if you always kept in mind that the person you’ll be sending the newsletter should ask for it and remember you.

You should not randomly add any email to the list as the chance of them unsubscribing you will be high.

Step 3: Email Automation

Once when they receive your email, some people will think of replying to your emails with greetings, doubts, or concerns. And it’ll be exhausting for you to respond to each one of them manually.

This is when you come up with something called EMAIL AUTOMATION.

For those oblivious about email automation, it is nothing but sending automated emails to your readers and customers. For more information regarding the tools of email marketing, you can check out my previous blog.

But remember that automated email marketing is like the transactional emails that are given automatically when your customers have made any purchase or signed up on your website.

For example,” thank you for choosing us and placing an order” or “We welcome you to our digital marketing course “, etc.

Step 4: Behavioural/Triggered Email

As the name suggests that this email is called behavioural or triggered emails. This is sent to the customers after understanding their behaviour patterns.

This is important as it will help you build trust, understand and fulfil the customer’s expectation, the high retention rate of customers, Greater relevancy, etc.

Step 5: Categorize your Subscribers

A silly yet serious mistake that most email marketers make is assuming that all subscribers will have the same interest and needs and just bombarding them with the same emails.

Segmenting your subscribers is important, and you can do so by categorizing them into different categories, such as

1. Location

2. Interests

3. Age

4. Industry

5. Purchased/not purchased yet

By doing this, you will simplify your follow-up work and also, you can be sure that your customers will be likely to take action following your plan.

This will help you save time and won’t keep you wondering why you aren’t getting the desired leads or results.

Step 6: Give your Emails a personal touch.

Sending a personalized email will be a very efficient tool as this will make your customers feel important and special. For example

Example 1:-


We have come up with a special discount of 15% off on the occasion of Deepawali. Please check it out.

Thank you.

Example 2:-

Hello Ms Leena

I hope you’re doing well.

Since Deepawali is approaching near, I’m sure you’re looking out for Gifts to buy for your dear ones.

We are coming up with an exclusive offer and giving up to 15% off on all the items.

Warm regards,

From the above two examples, which do you think will have a better impact on the customers? (Hint, it’s the 2nd option).

This will make your customers feel special and will eventually will build long-term relations.

Step 7: Conduct an A/B test to your Email

Email marketers will often only conduct the A/B testing for landing pages or call to action, but it’s important to test it out on email marketing.

This will give you a clear idea of which of the two options gives you more sales and leads.

Step 8: Analyse your ResultsAfter successfully analyzing the result of A/B testing and choosing the winner between the two.

You can now begin by examining the results which led to all the reasons behind its successful performance so that you can improve on your next email marketing campaign.

The key factors that determine the success rate of email marketing are:-

Email delivery rate– This means the percentage of all the emails you made and sent to your customers were RECEIVED by the customer’s inbox. And for any query, you can always contact your web host company.

View rate: Out of all the emails received by the users, they only view those emails they find to be interesting and beneficial. So you need to make sure that your email will match the criteria.

Open rate: As mentioned, this is the stage where users will click on your email and will begin reading. The way you have framed the mail will determine whether users will take any action or not.

Conversation rate: If your email has passed the three tests, this will be the final stage. The users will act on the CTA, i.e. call to action and decide to take the action you finally wished for.

And lastly, don’t be discouraged if you receive notifications of people unsubscribing you from their email list.

This only means that the user was not from your targeted audience list, and spending time on them would be meaningless. So you don’t have to be disappointed. 

By sulking on your lost subscribers would only mean that your focus is more on quantity rather than quality. Fix that!!


If you’re still thinking about whether email marketing will be of any benefit, you need to introspect your business strategies.

While the market is full of fresh and latest tools that will promise leads.

Email marketing is still a gold mine to generate leads, provided you do it the right way.

And always remember to frame your email with polite words and be clear about the message in it. Since you are just a guest in your reader's inbox, you need to be patient with follow-up emails.

I hope the steps mentioned above about email marketing were useful to you and will help you with your business growth. 

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