Email marketing is any kind of marketing messaging done through the channel of email.
How to do it
Email marketing doesn’t just involve sending emails. It also includes:
Building an email list.
Designing, writing, and sending emails to the subscribers on your list.
Segmenting the list.
Deciding when to send the email.
Monitoring the results.
Curating the email list.
To begin, you’ll need a list of email addresses to send messages to. The easiest way to build this list is to offer an incentive to website visitors in return for subscribing. For example, e-commerce stores tend to offer discount coupons, such as what Frank Body does:
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Text field to fill in personal particulars to get discount coupons from Frank Body
You’ll also need to decide what kind of emails you want to send to your subscribers. At the basic level, you should have a welcome email with the incentive you promised earlier. In Frank Body’s case, its first email features the 10% discount code.
But what should you send from that point onward? Unfortunately, there’s no clear-cut “right” answer. It’ll take a mix of intuition and experimentation to figure out what’s best.
For example, here’s an illustration of a potential email marketing workflow.
Flowchart of example email workflow
Even this sample workflow is pretty complex. There are many elements to get right. For us at Ahrefs, we keep things simple—we promise a weekly newsletter, and that’s all we send:
Example of Ahrefs' weekly newsletter
Recommended reading: The Ultimate Guide to Email Marketing