Email Marketing Guidelines for Beginners 

No matter what you are doing to drive sales, email marketing is still a cost-effective way that many people choose. Whether you are new to this channel marketing or have been doing it for years, this article will help you understand thoroughly about email marketing and find the best tool to get started. Let’s dive in our email campaign guidelines. 

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What is email marketing? 

What is email marketing

Simply, email marketing is when bussinesses use email to promote their products or service. But it is more than that it is an exciting tool where you are communicating personally with customers building trust and credibility with prospects creating leads and generating sales plus giving customers and engaging experience.

Take an email newsletter for example, this allows you to provide updates and cool content directly into your customers inbox. You can send follow-up messages, nurture emails and so much more.

You don’t need a bif budget and email marketing work for businesses of any size, anyone can do it. The return on investment can be massive.

Types of email marketing

Depending on your business, there are various types of email marketing campaigns that you can use. Some of them include special offers, newsletters, educational emails, re-engagement emails, and follow-up emails. It’s important to know which types are right for your business.

Types of email marketing


Newsletters are to keep your customers informed about news and updates through emails. It can  establish credibility, foster meaningful relationships, and increase brand awareness. Newsletter programs can also provide relevant promotions and boost website traffic. They can also encourage readers to become followers on social media. This will help your business grow. However, you need to plan your newsletters to ensure that you get the best results.

Newsletters serve valuable content to build a community of loyal customers. Personalized updates also boost your reputation as a thought leader. This increases your odds of being at the top of your audience’s mind when it comes to making a purchase.

Newsletters are also great for testing. You can gather valuable insights by examining metrics, such as click-through rates. This allows you to better target your subscribers and improve your conversion rates as long as you if you have a strong call to action

The format of an email newsletter should be uncluttered, allowing your subscribers to easily understand the content. The subject line should be eye-catching and include a strong call to action. Avoid using a confusing format, as this will encourage subscribers to unsubscribe.

For example, many companies link to articles from their newsletter. This enables subscribers to get more company content in one place.

Newsletters are also used to promote new products and services. Dedicated emails are sent to notify readers of new offers or services. Hybrid emails combine multiple newsletter types to provide subscribers with multiple updates at once. These types of newsletters can include promotional content, curated blog posts, and tips.

Re-engagement emails

Using re-engagement emails is a great way to win back subscribers who have recently opted-out of your email list. You can even use re-engagement campaigns to reduce churn and increase the average lifetime value of your customers.

The key to success with re-engagement emails is to provide value to your subscribers. This means offering them high-value content, including discounts and freebies. If you’re not providing value to your subscribers, they won’t stick around for long.

You should also use re-engagement emails as a way to increase visibility for your message. You can use re-engagement campaigns as polls, or simply ask your subscribers for feedback. The latter will allow you to understand why they’re leaving and what they are looking for.

The most important thing to remember is to send your re-engagement emails in a sequential format. You should not send more emails than your subscribers can handle. 

You should also make sure you use unsubscribe links in your re-engagement emails. This will ensure that you comply with data protection regulations.

Sending re-engagement emails is easy to do, as long as you follow a few guidelines. You can get started by creating a re-engagement campaign outline with an outline of each individual email. You can also use a workflow in Flodesk to automate your emails.

It’s also important to understand your audience. This will help you understand what your subscribers need and how you can better connect with them. You can also use this information to determine the best time to send your emails. It’s important to continue to gather data and adjust your strategy as needed.

Special offer and promotional emails

Creating promotional emails is an effective way to increase your brand’s visibility and drive sales. However, you need to ensure that you’re creating an email that is relevant to your audience. In addition to the obvious subject line, you should also consider the content and imagery of your emails.

The best promotional emails are usually simple and contain a clear call to action. The call to action should be related to the benefits of the offer. It can be as simple as a coupon or a link that takes the reader to your website. Creating a promotional email template can also help you maximize your engagement rate.

An email signature is another small touch that can add a personal touch to your emails. It should include the name of your company, your contact information, and social media handles. This can also help build trust with your readers, which is a key component of a successful email campaign.

Creating a well-written promotional email can increase the likelihood of your customers returning to your website or purchasing a product. This is especially true if your promotion offers a product or service that’s in high demand.

Using images in your promotional emails can help boost your engagement rate. However, make sure that your images don’t overwhelm the content. Use a free image-creation tool like Canva to create images that complement the message.

The header should include your brand’s colors and the name of the promotion. The body of the email should explain the benefits of the offer, and include a call to action that takes the reader to your website or a landing page.

Follow up emails

Using different types of follow up emails in email marketing is important if you want to get the most out of your campaigns. It’s also important to create an impression that you’re a customer-centric business. There are also a variety of tools available to help you track and measure your emails’ performance.

To create a successful follow-up email, you need to ensure that it’s relevant to the person you’re sending it to. You also need to ensure that it’s easy for the recipient to respond to. Often, people won’t open your email if they don’t feel like they’re getting anything out of it.

The most effective follow-up email is short and to the point. It should include a CTA that’s clear and actionable. A dull CTA won’t convince the recipient to do something.

You also need to make sure that your follow-up email is personalized. If you’re not, you could end up losing the recipient’s trust. The best way to do this is to use the recipient’s name in the email. You can also use images or GIFs to make the email more personal.

You should also consider using a lead magnet in your follow-up emails. Lead magnets are usually free reports or eBooks that can help you attract potential customers. This way, you can make your emails educational, but also offer something of value.

Using an automated tool such as Mailmunch is also a great way to create follow-up emails. However, you also need to make sure that you’re sending out emails at the right frequency. If you send out emails too often, you’ll start to lose the attention of your recipients.

The best time to send follow-up emails depends on your industry. Some people may be more responsive in the morning or during the evening. Other people may be busy, so it’s best to send out your emails at a time that’s convenient for them.

Educational emails

Using email to market your educational institution can be an effective strategy. It’s a great way to engage with your existing customers and prospects. It can also help you to stay top of mind.

For example, you might send emails to prospective students and parents, as well as to your alumni. Emails can be sent every two or three days. However, it’s important to remember that not every member of your mailing list is ready to make a purchase. Therefore, you may want to send more educational emails, while less frequent emails can help to keep your list from becoming depleted.

A good way to accomplish this is to send an email that is automated. For example, you could send an email thanking your customers for their business, or thanking your employees for their hard work. This will help build trust with your subscribers.

The most important part of an email is the subject line. This is a good place to use action words, such as ‘come join us’ or ‘visit our campus.’ Your recipients will know what you’re talking about when they see this.

You’ll also want to include an image in your email. This may be an image of your logo or a photo of your services or products. You’ll also want to make sure to include the right alt text for the image. This will help the recipients know what they’re looking at, and it will also make sure they are reading the message.

Benefits of email marketing: Increased reach, engagement, and bottom line increases

Using email marketing to promote your product is one of the most effective ways to boost your business’s revenues. With the right strategy, you can grow your business at a low cost and increase your customer retention. You can also drive engagement and cultivate customer loyalty.

Benefits of email martketing


Compared to other forms of advertising, email marketing is the most cost-effective way to reach your target audience. It also gives you a direct connection with your customers. Email marketing is also used to promote new products and services, as well as upcoming events. It is also a great way to create brand awareness without paying tons of money for advertising companies and KOLs. 

Email marketing is also great for small businesses. Because it’s a cost-effective advertising medium, it’s ideal for small businesses that can’t afford to spend a lot of money on ads. Emails are easy to create and distribute, and they can be automated for added efficiency.

In addition to promoting brand awareness and driving sales, email marketing can prove to be a cost effective means of building relationships and building brand affinities. This is particularly true in the B2B space, where 93% of marketers opt for email as their content distribution medium of choice.


Despite the proliferation of social media and instant messaging applications, email continues to hold the top spot as the go-to marketing medium. This is largely due to the ability to reach a large number of inboxes, making it an ideal channel for promoting brand savvy campaigns. It also allows marketers to tailor messages to individual recipients. With the right content, it is possible to achieve returns on investment similar to that of more conventional channels.

Email marketing  is a worthwhile investment for any company. It also enables marketers to leverage data to improve their campaigns and to improve customer retention.

As such, it makes sense that marketers will continue to experiment with the latest and greatest tools to find out what works best for their business. It is also necessary to choose the right email marketing medium for your business.

Drive engagement

There are numerous factors to consider in order to make sure that your emails achieve their goals. The most important thing is to build a relationship with your readers. This may involve sharing useful content or providing testimonials.

It’s important to remember that your customers don’t all have the same interests. Creating emails that drive engagement is a challenge for many businesses. Segment your list to create emails that speak to individual interests. You can also offer personalized offers based on a customer’s purchase history or predicted lifetime value.

One of the most effective ways to increase email engagement is to provide subscribers with relevant content. You can do this by creating emails that are interactive. You can add quizzes, gamify your emails, or include social media buttons. These features keep your emails fresh and interesting.

Cultivate loyal customers

Using email marketing to cultivate loyal customers is a great way to get more sales. These customers are much more likely to buy from you again and recommend you to their friends. You can send out emails promoting sales or reminders of items in their shopping cart.

To cultivate loyal customers, you have to focus on your brand’s identity, positioning and messaging. These should be relevant to the current mood of your customers. For instance, if you are selling male clothing, you don’t want to send an email to customers about women’s clothing.

It’s also a good idea to ask for feedback from customers. They will feel appreciated if you take their suggestions into account. You can also provide additional resources, such as a community forum, to encourage customers to give their opinions and share tips for optimizing your products.

You should also be able to respond quickly to customer complaints. If you handle the problem properly, customers will forgive you.

Guidelines for email marketing: What type of strategies should you use?

Whether you’re just starting out with email marketing or you’re an experienced marketer looking for some new tips, there are several strategies you can use to increase your chances of getting noticed. You can begin by building a list of high-quality emails and segmenting your email marketing list based on behavior.

Create a strategy-first email marketing plan

Putting together an email marketing strategy is more of a task than hitting the open box. The best part is, a well executed strategy can deliver results you can actually afford to chew on. This is especially true if you take the time to plan it out first. A good plan will leave you armed with enough credit to pay for the night. There are a myriad of email marketing tools on the market to choose from. The best ones are a cut above the rest. Some of them are even free. Creating a top of the line email marketing plan may seem like an impossible task, but with a little forethought, it can become a breeze.


Build a high-quality email contact list

Creating a quality email contact list is a crucial part of a business’ marketing plan. Without it, your business could be missing out on thousands of potential customers. So, how do you go about building a list that will be worth your while?


Luckily, there are plenty of ways to go about this task. Some of these include the standard opt-in forms found on most websites, while others are more creative. The most obvious way to go about this is to have a compelling offer to lure prospective customers to your doorstep.


Aside from the obvious sign-up form, you can also try creating a pop-up that appears when a visitor is about to leave your website. This is not always an obtrusive proposition, and it’s a great way to get someone’s email address. The trick is to make sure the pop-up is not overbearing, and that it is positioned in a place where the user can’t resist.

Segment based on behavior


Using behavioral segmentation can help you group your customers based on their buying patterns. This can help you determine where your customers are in the buying process and what type of incentives they respond to. Segmentation can also help you develop a customer loyalty program that will keep your customers coming back to buy more of your products.


Segmentation can also be used to increase the effectiveness of your email marketing campaigns. By understanding the way that your customers behave, you can send more targeted and personalized messages. Segmentation can be based on demographics, psychographics, geographic regions, content types, or past purchase histories. You can also use this data to develop rewards programs for your most active users.


Segmenting your email list based on behavior can help you identify subscribers who aren’t open to your content. You may need to send an email campaign to re-engage these subscribers. They may be away on vacation, busy, or just haven’t opened their emails in a while.

Personalize your emails

Using personalization in email campaigns can increase open rates by up to 10 percent. It can also boost click-through rates by up to 14 percent. In addition, personalized emails improve revenue by up to 5.7 percent. It’s not hard to implement personalization in your email marketing campaigns.

The first step in building a personalized email campaign is to collect subscriber data. You can use the data you have collected to create relevant content. You can also personalize the content of your emails based on your subscribers’ location, gender, and last product purchased.

You can also create a personalized “from” name. New sign-ups may leave the “from” name field blank, or may add their first or last name. Personalizing the “from” name can increase open rates.

Avoid spam filters

Whether you’re starting an email marketing campaign or already have a list of subscribers, you need to know how to avoid spam filters. There are several different factors that can cause an email to get flagged as spam, and following best practices can give your business a leg up on your competition.

Firstly, you need to make sure your list is clean and valid. This can be done by using double opt-in methods, such as a website opt-in form, or by getting express consent from your subscribers. You can also avoid spam filters by using appropriate names in the “To:” line of your email. This will help build a sense of trust between you and your subscribers.

Another way to avoid spam filters is to include a link to your website in the email. This is a good practice that will also increase the chances of your message being opened.

Email marketing tools to help you build successful campaigns

There are a lot of email marketing tools out there, which help you create eye-catching emails and send them in bulk.

Email marketing tools really save your time and money. 

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Email marketing tips for beginners

There are a few tips that will help you boost your email marketing efforts. These tips include creating great email subject lines, timing emails, and integrating other marketing channels.

Tips for email marketing

Timing emails

Using the right time for your email marketing campaign is important. It can affect your open rates and clickthrough rates. Sending emails at the wrong time can be frustrating and even annoying to your subscribers. Fortunately, there are some tried and true methods that you can use to ensure your email campaign gets the attention it deserves.

The general rule of thumb is to send emails between 9am and 3pm. These are times when people are not in their most active mode, and are likely to read your email. You should also consider sending emails at the right time for your target demographics. For example, if you are targeting consumers in the Western United States, then sending your email campaign on Sunday might work. But if you’re targeting consumers in the Gulf States, you’ll want to avoid sending emails on Sundays.

A/B testing your subject lines

Whether you’re sending email campaigns to large or small lists, A/B testing subject lines can improve your open rate and conversions. The process is simple. Basically, you create two versions of an email and send each to a small percentage of your list. The best variant will be sent to the majority of your subscribers.

Some of the most important factors that affect email open rates are the subject line, the email message preview, and the call to action. These are the most obvious areas to test. However, there are many other variables that can affect your results. You can test different CTAs, CTA placement, button color, and more.

Most email marketing tools have an A/B testing feature. MailChimp, for example, allows you to test send times, subject lines, and more.

Using puns and jokes throughout your email

Using puns and jokes in your email marketing is a great way to increase your open rates and engagement. However, you need to make sure that your jokes and puns are delivered correctly and that your content is relevant to your brand. You should also be mindful of your audience. If you have an audience that isn’t accustomed to hearing jokes, then you may want to reconsider your humor.

If you are not comfortable with using puns and jokes in your email marketing, then you might want to try some small jokes first. Start with a few jokes that you know aren’t offensive to your target audience and see how they are received. If they are well received, then you can expand on the jokes.

One brand that has a lot of success with puns and jokes is Wendy’s. Their humor and absurdity in their marketing has drawn tons of attention to them.

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Integrating other marketing channels

Using the right technology, marketers can leverage other channels like social media and mobile to their advantage. By integrating their content across various platforms, companies can reach a broader audience and drive more traffic to their websites. Among the many reasons to use integrated marketing, one of the biggest is the sheer cost savings. In addition, it can help marketers to better understand and analyze their customers. With the help of analytics tools, marketers can better tailor their communications to reach the right people at the right time.

Having a well rounded digital marketing strategy helps to increase ROI. It can also help businesses to stay one step ahead of their competition. For instance, if a brand is launching a new service, it may be a good idea to create a mobile app to complement its website.

Making it easy for subscribers to unsubscribe

Creating an easy way for subscribers to unsubscribe from your emails is crucial for successful email marketing. If subscribers can’t unsubscribe easily, they’re likely to mark your emails as spam and your deliverability will suffer. Here are a few tips to help you make the process easier.

Make sure your unsubscribe link is easy to find and work for at least 30 days after sending. If you’re sending emails to Canadian customers, you must follow Canadian CASL law and make sure the link works for 60 days after sending.

Your unsubscribe page needs to clearly indicate that someone is unsubscribing. You should also include options for subscribers to choose the frequency of their emails. If you’re a health and wellness company, for example, you may want to offer subscribers an option to modify their subscription to specific topics.


Above are all fundamental things you should know about email marketing. If you can do email marketing campaigns well, it will bring amazing benefits and sales for your business. 

Email marketing is not easy, it takes time to learn and to launch successful campaigns. Be wise and be patient with this marketing channel. 

About Donna Baily 15 Articles
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