The Comprehensive Guide to Email Marketing in 2024: Tips, Strategies, and Best Practices

Olivia Rhye
11 Jan 2022
5 min read

From the early days of the Internet, the email inbox has held a special place for connecting with family, friends, colleagues, and, of course, the ever-growing presence of businesses and brands. 

Fast forward to today, just like humans, the digital landscape has also undergone a profound evolution.

With a massive 4.48 billion email users worldwide, it wouldn’t be wrong to assume that the inboxes of your customers and prospects are flooded with marketing messages every day. 

It becomes daunting to draft an email that stands out. But with the right strategies and best practices, email marketing is no rocket science.

So, if you find yourself struggling with email marketing campaigns, this article is for you. In this blog, you will discover how to make your emails land in inboxes and leave a lasting impression in 2024.

Without any further ado, let’s get into your roadmap to ensure each email campaign you send is a success:

What is Email Marketing?

If your inbox is a virtual mailbox, email marketing is the cool postman delivering newsletters, updates, and special offers straight to your doorstep.

Email marketing is a digital marketing technique focused on delivering promotional messages or newsletters to subscribers through email channels. Its goals include nurturing customer connections, promoting products or services, boosting brand visibility, and ultimately driving sales. 

This enables direct outreach to your targeted audience with tailored and relevant content. Moreover, it is cost-efficient, user-friendly to monitor, and provides essential data for evaluating the triumph of your campaigns.

Importance of Email Marketing

Did you know that emails have been around for 50 years in the world of digital communication? 

And with the changing times, their importance for businesses cannot be overstated. Here are 4 reasons why you should not hesitate to run an email marketing campaign:

Personalized Campaigns

Emails allow you to connect with your audience directly. Instead of hoping your message gets noticed in the vastness of social media, emails land right in the inboxes of your target audience. 

Email marketing campaigns are not just about selling stuff, but building strong connections. It allows you to share your brand story, send out updates, and make your customers feel like part of an exclusive club.

Tailoring content based on subscriber preferences and behaviours helps in building stronger connections with your audience. You can set up automated email sequences (drip campaigns) to nurture leads over time. 

Cost-Effective Conversions

Your ultimate goal is conversions, right?

Emails are an effective platform for driving conversions. Whether it's making a purchase, downloading a resource, or signing up for an event, you can strategically place CTAs to guide subscribers through the desired actions.

Sending out a bunch of emails won't break the bank, making it a friend to businesses big and small. Plus, the return on investment can be pretty impressive.

Trackable and Targeted Marketing

Forget the spray-and-pray approach. With email marketing, you can be a marketing sniper. 

You can segment your email list based on various criteria such as demographics, location, or past purchase behaviour. This targeted approach ensures your messages reach the right people at the right time. 

Email platforms also provide detailed analytics, letting you track open rates, click-through rates, and conversion rates. This data helps in evaluating the success of your campaigns and making informed decisions for improvements.

Adaptability and Integration

Email supports various types of content, including text, images, videos, and interactive elements. This flexibility allows you to tailor your messages to suit different communication styles.

Email marketing can be integrated with other marketing channels, creating a cohesive strategy. For example, sharing your social media updates through email can drive cross-channel engagement.

Thus, email marketing is a versatile tool that not only facilitates communication but also plays a crucial role in customer acquisition, retention, and overall brand success. 

How to Do Email Marketing the Right Way

Getting into email marketing can be a game-changer for your business. Email campaigns kick off with enrollment, and conversion follows suit. The key factor bridging these stages is engagement.

To transform your fresh leads into future customers, it's vital to tailor your email campaigns to their journey. To truly connect with your prospects and foster a lasting relationship with your brand, it's crucial to gain a profound understanding of their journey and unique needs. 

Here's a step-by-step breakdown to help you start things off:

Craft an Effective Email Marketing Strategy

Learning how to craft an email strategy that engages your audience and creates emails that people are eager to read is not rocket science. It all boils down to having a well-thought-out plan, and here are a few key steps to get you started.

  1. Define Your Goals

What do you want to achieve with your email marketing? Are you looking to boost sales, get your brand out there, or maybe just make some new friends?

Whether it's driving sales, increasing brand awareness, or nurturing leads, having clear goals will guide your strategy. 

  1. Know Your Audience

Understand who you're talking to. It's not just about demographics; it's about knowing their interests, challenges, and preferences. This insight will help you tailor your content for maximum impact.

Conduct surveys, engage in social listening, and analyze data to get insights. The better you know your audience, the more effectively you can connect with them, creating a meaningful and lasting impression.

  1. Build a Quality Email List

Building a quality email list is a gradual process, but the relationships you forge will be more meaningful in the long run. A quality email list is like assembling a group of engaged friends rather than just collecting random acquaintances. 

Encourage website visitors to subscribe by offering incentives like exclusive content, discounts, or updates. Ensure that the subscription process is straightforward, and be transparent about how often you'll be sending emails. Remember, it's not just about quantity; quality matters.

Choose an Email Marketing Platform

The world we live in is full of uncertainties, but that doesn't mean we have to face them alone. Luckily, countless tools at our disposal can help us navigate any situation with ease. Similarly, there are tons of email platforms out there – think of them like your trusty sidekicks. 

Several platforms like Mailchimp, Zoho, Constant Contact, and Brevo (previously Sendinblue) cater to different needs. Choose one that aligns with your goals, budget, and ease of use. Selecting the right email marketing software for your business involves aligning it with your resources and budget. 

Before diving into your research, having a grasp of your email list size and the volume of emails you intend to send monthly is crucial. This information helps you swiftly assess if a solution fits your budget, as many platforms structure their pricing based on the number of contacts you upload or the number of emails you send each month. 

Understanding these key metrics allows you to make an informed decision that suits both your needs and financial considerations.

Segment Your Email List

Start with the people who have already expressed interest in your business. Collect email addresses through your website, social media, and in-store if applicable. Make sure they're cool with getting your emails – we're all about consent here.

Once you have built your email list, it's time for segmentation. 

No one likes getting a message that feels like it's meant for the masses. 

You can divide your email list into segments based on demographics, behavior, or preferences. This allows you to send targeted and relevant content to specific groups.

When a lead gets personalized information that feels tailor-made, it tells them you genuinely care. It sets the stage for a positive buying experience.

Craft Engaging Content

You should write compelling copy that aligns with your brand voice. Your content should be informative, and engaging, and provide value to your subscribers.

You can share information, stories, and perks that keep them hooked. You may also add a mix of text, pics, and maybe a GIF/short video for that extra oomph. 

Have a look at this simple yet creative video that Notion added to their product announcement email recently.

You can see how it makes a difference. Don’t forget to add a clear CTA. Whether it's making a purchase, signing up for an event, or downloading a resource, include a clear CTA that guides your subscribers on what to do next.

For example, the following email from CoSchedule has a straightforward CTA that guides the reader on how they can write email subject lines in just a few simple clicks.

Finally, to make your emails more distinctive, design templates that are visually attractive and optimized for mobile devices. Most email marketing platforms offer customizable templates, or you can hire a designer for a more personalized look. 

Create a Compelling Lead Magnet

Once you have established a certain level of connection with your target audience you can start including a lead magnet in your email copies. This could be as simple as, a free e-book, a webinar, or any other resource that your audience finds enticing.

Lead magnets are a great way to turn that monotonous follow-up email into a fun email. A discount, a freebie, or the hottest tips in town – whatever makes them go, "Hey, I want more of this!

But, providing a discount coupon to subscribers who have yet to develop a relationship with you can backfire. Without establishing trust and rapport, you risk losing their interest altogether. Remember, building a solid foundation of trust is key to retaining loyal customers.

Test and Optimize

Email lists vary, and not all are alike. While certain audiences appreciate personalization, others might perceive it as spammy. Some may prefer graphic and eye-catching CTA buttons, but a more subtle call-to-action can be just as effective - it all depends on your audience. 

By tailoring your approach, you can increase the chances of converting visitors into customers. Understanding the preferences of your email list requires testing different variables, and this is where A/B testing proves invaluable. 

You may also take advantage of automation for tasks like welcome emails, abandoned cart reminders, and follow-ups. This helps in nurturing leads without manual intervention.

Monitor Analytics

When running email outbound campaigns, it becomes crucial to stay in the loop with your email analytics.

It is important to monitor the open rates, click-through rates, and conversion rates of your campaigns to measure their effectiveness. Use this data to understand what works and refine your strategy accordingly.

Building a successful email marketing strategy takes time and experimentation. It's important to maintain consistency in your approach, while also being adaptable based on insights. Always prioritize giving value to your subscribers above all else.

By following these steps, you can create an effective email marketing campaign that can help grow your business and engage your audience.

Building an Email Template

Determining the right email campaign strategy can indeed be overwhelming, given the variety of options. 

Do you opt for a weekly newsletter or focus on sending out fresh product announcements? 

What about sharing specific blog posts? 

The response to these questions is subjective, as it depends on your unique goals and the preferences of your audience. There's no one-size-fits-all approach; instead, it's about finding the mix that aligns with your objectives and resonates most effectively with your recipients. 

Experimentation and understanding your audience's response will guide you in tailoring your email campaigns for maximum impact. 

However, here are some standard email campaigns that businesses often use to engage with their audience:

  1. Welcome Series

Send welcome emails to new subscribers introducing them to your brand, products, and services. Use this opportunity to make a great first impression, provide valuable information, and encourage further engagement.

Take a look at the following example from Nike’s welcome email after a new user starts shopping:


The early days are a critical period where user retention is at its most fragile, and effective onboarding emails can be the glue that keeps them coming back. It's like creating a smooth pathway for users to explore your product, ensuring they understand its value and functionalities.

  1. Promotional Campaigns

Announce special promotions, discounts, or sales through email. Encourage subscribers to take advantage of exclusive deals, limited-time offers, or seasonal promotions.

Here’s an example of a promotional email from Apple. They have showcased bundled products at a discounted price, providing customers with a cost-effective and convenient way to purchase related items. It is a smart move that creates a sense of urgency that ultimately encourages quick decision-making. 



Given the impressive ROI and conversion rates associated with email marketing that we've discussed, it's only natural to leverage it for promoting your business's products or services.

So, encourage your subscribers to make the most of these limited-time offers, turning your email into a virtual gateway to savings and a delightful shopping spree.

  1. Educational Newsletters

Share valuable and educational content with your audience. Provide tips, industry insights, how-to guides, or relevant news to position your brand as an authority in your niche. 

For instance, take a look at this Figma Newsletter. It tells subscribers about the new features like FigJam AI and free Dev Mode. A user might not notice the feature but through this email, they are given a gentle reminder through valuable insight.

Other than that, you can share noteworthy company announcements, giving your audience a sense of being part of your journey. It's not just about one element; it's the art of blending these components seamlessly to create a compelling narrative. 

Remember, the key to a successful newsletter is to provide valuable, relevant content that resonates with your audience, fostering a positive and enduring relationship.

  1. Product Announcements

Introduce new products or services to your audience through email. Highlight key features, benefits, and why these offerings are valuable to your customers.

Just like Samsung, you too can consider offering an exclusive sneak peek or early access to create a sense of anticipation. You can use engaging visuals and clear messaging to showcase how these new additions can enhance the lives or experiences of your customers.

  1. Re-engagement email

Re-engagement emails are a bit advanced as these are meant for already acquired customers. These emails are friendly messages aimed at reconnecting with folks who might have lost touch with your awesome content.

The following example from Netflix is the perfect friendly reminder for those subscribers who've gone MIA. It is personalized and makes the subscribers feel valued, giving them a little nudge to come back.

It's like sending a subtle virtual wave and saying, "Hey, we miss you!". Re-engagement emails can be your secret weapon to bring back those wandering subscribers, spark their interest, and remind them why your content is worth their time.

6 Email Marketing Metrics to Track

Now, that you have built the right email template and email list, it’s time to start tracking how your emails are performing. Email marketing metrics are key performance indicators (KPIs) that help measure the effectiveness of an email marketing campaign. 

Monitoring these metrics provides useful insights into how recipients are engaging with email content, allowing marketers to assess the success of their campaigns and make data-driven decisions.

  • Open rate
  • Clickthrough Rate (CTR)
  • Conversion Rate
  • Bounce Rate
  • Overall ROI (Return on Investment)
  • Unsubscribe Rate

Open Rate

The open rate in email marketing is a vital metric, gauging the percentage of recipients who opened a specific email. A higher open rate typically suggests that your subscribers find your emails engaging and pertinent to their interests.

You can boost your open rate by focusing on the following:

  • A compelling and relevant subject line can encourage more recipients to open your email.
  • Understanding your subscribers and sending them content that resonates increases the likelihood of engagement.
  • Testing different sending times and frequencies can help you identify the optimal schedule for your audience.
  • Sending emails to a clean and engaged list, free from outdated or irrelevant contacts, can contribute to higher open rates.

Clickthrough Rate

The clickthrough rate (CTR) in email marketing is a key performance metric that measures the percentage of email recipients who clicked on one or more links contained in an email.

Similar to the open rate, your email's clickthrough rate is also conveyed as a percentage.

Some important considerations related to clickthrough rate:

  • Content Relevance
  • Call-to-Action (CTA) Effectiveness
  • Segmentation
  • Optimization

Conversion Rate

The conversion rate in email marketing is a crucial metric, indicating the percentage of email recipients who took a desired action after clicking on a link within an email. This action could involve making a purchase, completing a form, downloading a resource, or achieving any other predefined goal that signifies a successful outcome for the campaign. 

Utilizing a tool such as Google Analytics makes tracking email conversions a breeze. Most email marketing platforms offer Google Analytics integration. If your platform doesn't have this feature, you can create URLs to track conversion data manually.

Through monitoring and optimization of the conversion rate, you can fine-tune your email marketing strategy to better match the needs and preferences of your audience, leading to more successful results.

Bounce Rate

The bounce rate in email marketing refers to the percentage of sent emails that were not successfully delivered to the recipient's inbox. There are two main types of bounces:

  1. A hard bounce occurs when an email cannot be delivered due to a permanent issue, such as an invalid or nonexistent email address.
  2. A soft bounce occurs when an email cannot be delivered temporarily. This may happen due to a full inbox, a server issue, or other temporary problems.

Some key considerations for a low bounce rate:

  • Remove invalid or inactive email addresses.
  • Send targeted and relevant content to specific segments only.
  • Implementing a double opt-in process.
  • Removing hard bounces from your list.
  • Reattempting delivery for soft bounces.

Overall ROI

The overall Return on Investment (ROI) in email marketing refers to the comprehensive measure of the financial success or effectiveness of your email campaigns. 

It takes into account the total revenue generated or the value obtained from the desired actions (such as purchases, sign-ups, or downloads) resulting from your email marketing efforts compared to the overall cost of running those campaigns.

Here are some key considerations related to overall ROI:

  • Attribution of revenue
  • Consider cost value
  • Conversion Tracking
  • Lifetime Value (LTV)
  • Segmentation Impact

Unsubscribe Rate

The unsubscribe rate in email marketing is the percentage of recipients who choose to opt out or unsubscribe from an email list after receiving a particular email. This metric is crucial for gauging the level of dissatisfaction or disinterest among your audience.

While some level of unsubscribes is natural in email marketing, actively managing and minimizing the unsubscribe rate helps maintain a healthy and engaged subscriber base. It's essential to strike a balance between sending valuable content and respecting the preferences of your audience to build and retain a loyal subscriber community.

Essential Email Regulations to Keep in Mind

Email regulations are guidelines and laws that govern the sending of commercial emails to individuals and businesses. Adherence to these regulations is vital to maintaining a positive sender reputation, protecting user privacy, and avoiding legal consequences. 

Two key sets of regulations that often apply to email marketing are the GDPR (General Data Protection Regulation) and the CAN-SPAM Act.

GDPR (General Data Protection Regulation):

This regulation applies to businesses that process the personal data of individuals within the European Union. The GDPR (General Data Protection Regulation) aligns seamlessly with the principles of inbound marketing, which fundamentally revolves around giving customers the power to make choices. 

With GDPR, individuals have the right to decide whether they want to receive your emails, hear from your business, or engage with your products. It's all about respecting their preferences and providing them with the autonomy to shape their interaction with your brand. 

Key provisions to keep in mind:

  • Requires explicit consent for collecting and processing personal data.
  • Gives individuals the right to access, rectify, and erase their data.
  • Mandates the appointment of a Data Protection Officer (DPO) for certain organizations.
  • Requires disclosure of data breaches to relevant authorities and affected individuals.
  • Imposes strict guidelines for international data transfers.


This regulation applies to commercial emails sent within the United States or those that have the potential to impact U.S. residents. Under CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing Act), businesses are obligated to provide a clear and straightforward way for recipients to opt out of future emails. 

By adhering to the principles of CAN-SPAM, businesses not only comply with legal requirements but also contribute to a more positive and user-centric email environment, where subscribers have control over the content they receive.

Key provisions include:

  • Requires clear identification of commercial emails.
  • Mandates an opt-out mechanism for recipients to unsubscribe.
  • Prohibits the use of deceptive subject lines and headers.
  • Requires a valid physical postal address in emails.
  • Imposes penalties for violations, which can be substantial per violation.

Other Regional and Industry-Specific Regulations:

Various regions and industries may have additional regulations governing email marketing. For example, in the healthcare sector, the Health Insurance Portability and Accountability Act (HIPAA) in the United States imposes specific requirements for handling patient data.

Businesses need to stay informed about these regulations, obtain proper consent, provide clear opt-out mechanisms, and uphold user privacy to ensure compliance. Non-compliance can result in legal consequences, damage to brand reputation, and financial penalties.

Happy Emailing!

Amidst all the information for sending marketing emails, the paramount rule is to treat the recipient as if you're writing to a friend. 

Moreover, focusing on providing value and assistance to your subscribers ensures that your emails are not just viewed as promotional but as a helpful resource. The more you genuinely help and engage with your subscribers, the more they will look forward to hearing from you, and eagerly open the emails you send. 

Employing these practices can turn email marketing from a mere promotional tool into a powerful means of cultivating lasting relationships with your customers.

Frequently Asked Questions

How to do email marketing?

You can start email marketing with the following steps:

  • Develop an email marketing strategy. 
  • Select an email marketing platform. 
  • Construct your email list. 
  • Utilize lead magnets. 
  • Test and optimise the sent emails.
  • Monitor analytics with email metrics

What are some of the key metrics of email marketing?

Following are the vital email marketing metrics:

  • Open rate
  • Clickthrough rate (CTR)
  • Conversion rate
  • Bounce rate
  • Overall ROI (Return on Investment)
  • Unsubscribe rate

What is email marketing delivery? 

Email deliverability refers to the capability to successfully send emails to recipients' inboxes. Some marketers use it as a measure to assess the probability of their email campaigns reaching subscribers' inboxes, taking into account factors such as ISP considerations, throttling, bounce rates, spam problems, and bulk filtering.

What are some email marketing templates?

Some standard email campaigns that businesses often use are:

  1. Welcome email
  2. Newsletters
  3. Onboarding emails
  4. Promotional Campaigns
  5. Product announcements

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Olivia Rhye
11 Jan 2022
5 min read

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