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How To Get Started and Grow With Email Marketing

by Morgan Hampton
6 min read
Illustration of a person seated at a computer surrounded by icons representing the process of sending an email marketing campaign.

When executed correctly, email marketing has massive ROI potential: $36 made for every $1 spent, to be exact. Email campaigns are also cost-effective, allowing for quick and easy communication with customers at any stage of the buying journey. In this blog post, we’ll discuss how you can use email marketing to boost your success and increase conversions.

What Is an Email Marketing Campaign?

An email marketing campaign is any bulk message sent to one or more customers through an email service provider. The content of the message can vary, from promotional offers and discounts to informative newsletters and product updates. Businesses use email campaigns to:

  • Increase brand awareness
  • Engage with prospects and customers
  • Increase conversions
  • Retain customers
  • Generate more sales

It’s important to note that a successful email campaign is not just sending out messages but involves several steps. To ensure success, marketers should determine the goal of their email campaigns, create an effective content strategy, segment their audiences into specific groups, and monitor the results of their campaigns.

Use Email Marketing To Streamline Your Funnel

Email marketing is also a great way to expose and plug any holes in your marketing funnel and increase conversions. A well-thought-out campaign helps usher your audience into your funnel and can be used to boost sales at any stage of the journey. To optimize your email marketing strategy in order to mend any unintentional exit points, be sure to:

  • Create personalized content tailored to each customer segment.
  • Send timely and relevant messages based on customers’ browsing or purchase history.
  • Utilize automated emails to nurture leads and keep them engaged.
  • Include targeted offers and discounts to encourage customers to complete the purchase.
  • Track the results of each campaign to ensure that you are consistently meeting your goals.

What Strategies Can You Apply To Email Marketing?

You can use different strategies to optimize your email campaigns for better performance. For instance, the drip campaign strategy involves sending a series of emails that focus on a particular sequence of events at a particular stage in the customer journey. This strategy allows you to build customer relationships while offering relevant and timely information. A/B testing is another great way to test different copy, subject lines, and images to determine which drives the best results. Such strategies allow marketers to tweak their campaigns for maximum success.

Additionally, utilizing segmentation in your campaigns can help you target specific customer bases and send more personalized messages that will resonate with them on a deeper level. By segmenting customers based on consumer type (buyer persona, purchase frequency, customer satisfaction reviews, etc.), you can create content that is more relevant to them and better meets their needs.

By using these techniques, you can create a series of emails that educate and inform your customers while also promoting your product or service.

Steps to a Successful Email Marketing Campaign

1. Collect email addresses

You should collect emails first-hand, as this will prove to be an invaluable tool in your strategy. To start, consider offering no incentive for people to sign up; you can then use this baseline number to measure the effectiveness of any incentives you provide further down the line. If you want to collect even more email addresses, offer your audience something in return. Depending on the demographic of your target market, this could be anything from a discount coupon to a free download – whatever works best for you! Ultimately, giving your audience something back will increase their engagement and interest in your content.

2. Craft your message

Start by creating content that resonates with your audience and responds to their needs, preferences, and interests while promoting your product or service. You can use surveys or polls to gain insights into what content they want to hear about. Additionally, make sure every email you send is visually appealing; use high-quality imagery, eye-catching fonts, and try to keep it short and sweet.

3. Consider the cadence

For e-commerce companies, sending out an email once weekly or even daily can effectively keep customers engaged and interested. Other businesses may find that too-frequent communication hurts their subscriber rate. Your cadence may also rely on knowing your particular audience – an engaged audience at the desired stage will be more receptive to constant communication than a post-purchase customer. When planning for the perfect cadence, proceed with empathy: what communication would you find helpful and what communication would you find a nuisance?

Remember that email marketing is an ongoing process; you should regularly review analytics for each campaign and make adjustments as necessary. This will help ensure you send out content that resonates with your audience – something that’s sure to get them coming back for more!

Tools Necessary for a Successful Email Marketing Campaign

As with any lofty project, you’re going to need a few tools of the trade. To kick off any measurable marketing campaign, you’ll need the following:

CRM (Customer Relationship Management) Software

This is a must for any successful business venture. It allows you to capture customer information and keep it up to date so that you can target your campaigns more effectively. You should also make sure that bounced emails are cleared, and unsubscribes/uninterested customers are removed from your database.

Analytics Software

Analyzing customer behavior is essential for any e-commerce business. Knowing what products your customers are buying, their typical spend, and demographic information can all help you develop more effective campaigns.

Automation Tools

Setting up automated processes is a great way to streamline your campaigns. For example, setting up a drip campaign that answers common questions from new prospects before the first meeting is a great way for B2B companies to nurture potential clients while setting transparent expectations.


Corralling a team of hard-working individuals is key to seeing success from your marketing efforts. With the right technical knowledge, creativity, and dedication, email marketing can feel like less of an obstacle and more like a stepping stone to getting your business where you want it to be. Our team of experts can support any of the initiatives in this article whether you’re looking for a way to get started with building your database or you need help optimizing detailed workflows, we’re your team with the horsepower!

The Wrap-Up

With proper planning, email marketing allows businesses to create highly personalized messages that resonate with their audiences in ways other channels cannot. Email lists are a powerful tool for any B2B or e-commerce business. By collecting 1st party data from customers and using tools such as CRM systems, analytics software, and automation tools, you will be able to create more successful email campaigns that drive customer engagement and sales. We are passionate about helping you see growth. Contact the pros at Workhorse and start taking advantage of your email list today!

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