Email marketing: Step-by-step guide to send an email to the right target audience

Updated: Apr 28

Email marketing has never lost its importance amongst other digital marketing tools. It’s the most direct and cheapest way to connect and nurture your leads and turn them into customers. A savvy marketer will never forget to use Email Marketing in their marketing strategy to grow the audiences. In this article, we will walk you through the current position of Email Marketing in the Marketing industry, its benefits, and most importantly, guide you on how to get started with this digital marketing tool in your strategy.

What is Email Marketing?

Email marketing is a type of digital marketing. In this method, emails will be sent to the customers to make them aware of the new products and promotions and other services, educate, and utmostly, connect with them to nurture the relationships.

Email Marketing: Why does your company need it?

The technology keeps evolving, and new forms and trends of marketing methods are constantly changing. However, one thing that remains clear in the digital space - email marketing stays in the chart for years. The latest statistics about the benefits of this tool already prove its importance in the Marketing strategy.

The potential growing number of users

In 2019, there are 3.9 billion people using email, and is set to grow to 4.3 billion users (almost half of the world population in 2023 (Statista, 2020). These numbers prove that your company will be able to reach a wider pool of customers by using this “old” marketing tool.

Email marketing is growing. In 2009, 293.6 billion emails were sent and received every day and is expected to increase to over 340 billion in 2022 (Statista, 2020). In reality, if you are an employee, the first thing you do at the office is checking the email. And the popular method of communication in university is Email. The email has become a crucial part of daily communication between human beings.

Great Return on Investment

According to the report from DMA in 2019, every $1 you spend on email marketing can generate an average return of $42.

From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. Email with a segmented audience list can generate a 760% increase in revenue (Campaign Monitor, 2021)

Over 90% of consumers check their email daily. Also, 86% of consumers would like to receive a promotional email from brands at least once a month. It is the result of a well-crafted email strategy and the widespread popularity of email itself.

Read more about the proven benefits of email marketing here: Is Email Marketing Dead?

When do you need email marketing?

- To establish the relationship with customers: through personalized email content, you can build positive engagement with the receivers

- Promote brand awareness: your brand name needs to appear on a regular basis to become the top of mind.

- Promote your products/ services

- Generate leads: through a call-to-action button, you can entice subscribers to take desired actions, such as enroll in the course, purchase the products/ services, etc.

Steps to create an Email Marketing Campaign

While half of the world population uses emails, your brand must have a clear and efficient strategy to make sure that your email will not be lost in a crowded mailbox, or worse, land in the spam or junk folder.

Think of the key following steps to get used to the email marketing tool.

Step 1: Clean up the database

Data is the most important part of your Email strategy, as they are the final destination of the whole campaign. Without an email address, your email campaign cannot process. If this is the first time your company uses email as a promotional tool, then first thing first, you should have enough data to get started.

You can divide the current customer data into different segmentations, depending on the common characteristics and the purpose of the email marketing campaign, which a professional marketer usually refers to as the “segmentation” step.

The more detailed the categories are, the higher chance that your email will reach the right audiences and convert the leads. Here are a few ways to categorize your list:

  • Newsletter subscribers

  • Current users (who have purchased the products/ services)

  • Demographics, such as age, location, or job title

  • Preferences and Interests, such as marketing or sales topics

Step 2: Set up Email marketing account

There are many platforms and apps that provide email marketing services. If your company is using CRM platforms such as Hubspot, Zoho, etc, you can use their built-in email marketing functions. Website builder platforms such as WordPress, Wix also incorporated Email Marketing to help your business send newsletters directly from the Website.

If your business doesn’t have any CRM or Website as mentioned above, that’s totally not a problem as there are Email service providers. The most popular one is Mailchimp.

Email marketing: Step-by-step guide to send an email to the right target audience

A small business with less than 2,000 contacts can get used to its free plan option to get started, which is a good deal.

Step 3: Import customer database

After setting up your account with an Email Service Provider, you will need to import the database you have arranged into the list. With the segmented customer list, you can easily set up a clear and detailed Email marketing campaign later. Moreover, tracking progress is also easier to perform in the future.

Step 4: Define your target audience for the campaign

From the segmented list, you can understand the preferred content the target audiences would like to receive, as well as their email usage behaviors, from which you can tailor the email strategy to match their preference and cultivate the best possible result.

Step 5: Choose the Email campaign type

Not all email serves the same purpose. Depending on your goal when sending the email, you can select one of those campaign types: