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Everything You Need To Know About Email Marketing

May 30, 2025

Roughly a 4 minute read by Bryony

So, What Exactly is Email Marketing?

To put it simply, email marketing consists of targeted emails to an audience to promote anything from brand messages and products, to services and content. Think of it as a direct form of communication that continuously works to build awareness, as well as driving conversions and nurturing leads.

Why Should you Invest your Time in Email Marketing?

High ROI
More often than not, emails have a solid return on investment, meaning you might just find that you get back more than you put in (a win-win!).

Owned Channel
Social media is becoming increasingly competitive, however with emails, your messaging is landing directly in the inbox of those that are keen on staying up-to-date
with your business.

Personalisation
Another perk of the trusty email is the ability to get specific with the likes of customer behaviour, interest and segment – meaning your messaging is more likely to reach your ideal audience.

Multi-Purpose
Don’t miss out on the opportunity to push the various elements of your business – whether that’s selling (think product promotion), informing (blog posts and industry news), or nurturing (hello, discount codes!).

Types of Email Marketing Campaigns

Unsure on what to send? Here are a few ideas for your next email…

• Newsletter – The perfect way to keep your customers up-to-date with your business 
• Welcome – Once a prospective customer has manually requested to join your mailing list (top tip: make sure this functionality is at the footer of your website), think about setting up an automated onboarding email to welcome them
• Product/Service Promotion – Got a new launch coming up? Maybe your business is expanding? Your customers should know! 
• Abandoned Cart – Welcome to the world of eCommerce! Though somewhat more complex than a traditional newsletter email, abandoned cart emails are a great way of keeping your brand in the mind of prospective customers 
• Seasonal/Holiday Campaigns – Worked on a new campaign for your brand? Be sure to share it with your email subscribers!

Email Component Must-Haves

Ready to start? Here’s what you need to include!

• Subject Line – First impressions count, so you want to ensure your subject line catches the attention of the reader. This small but mighty factor has a big impact on the open rate of your email
• Preheader Text – Think of this as your secondary hook (this appears next to the subject line)
• Header and Branding – Make sure you reinforce your brand’s visual identity – we’re talking imagery, logos and colour palettes!
• Body Content – This is where the real value lies – too much copy is almost guaranteed to switch off your prospective customer, so this should be both scannable and engaging
• CTA (Call to Action) – Time to drive action! We’re talking the likes of ‘click’, ‘buy’, ‘read more’!
• Footer – Another vital part of any email. Make sure your footer includes an unsubscribe link and your business contact information

Analytics & Metrics to Track

So you’ve sent your first marketing email, now it’s time to dive into those analytics. Doing this is vital if you want to improve the performance of your communications over time. 

But what are the core metrics and what do they mean?

• Open Rate: the % of people who opened your email
• Click-Through Rate (CTR): the % of people that clicked on a link featured in your email
• Conversion Rate: the % who took a desired action (purchase, sign-up)
• Bounce Rate: the % of undelivered emails
• Unsubscribe Rate: the % of people who opted out of emails

Most email hosting platforms offer built-in analytics dashboards, however the likes of Google Analytics offers insights when it comes to tracking website behaviour from email campaigns and measuring conversions.

Compliance

GDPR is something you absolutely need to familiarise yourself with, as you must adhere to compliance when handling a mailing list/running an email marketing campaign. For information on how to ensure you are GDPR compliant, you can visit the Information Commissioner’s Office website.

With all that covered, it’s time to get started with your email marketing! Not sure where to start? We can help.