When it comes to digital marketing, trends come and go faster than a dog chasing a squirrel. (Yep, starting strong with the cheesy dog analogy). But email? It’s been around for decades and still delivers some of the best ROI of any channel. For every $1 spent on email marketing, businesses see an average return of $36. Not bad for a “vintage” tactic.
The truth is, email isn’t going anywhere. Social algorithms may change, ad costs may rise, but your email list is an asset you actually own. When someone hands over their email address, they’re giving you permission to show up in their inbox, a space that’s far more personal than a social feed. That’s trust, and it’s not something you should take lightly.
This guide breaks down the essentials of email marketing: why it matters, what it’s for, common pitfalls to avoid, and how to set yourself up for long-term success.
Why Email Still Matters
Despite the rise of social, streaming, and every “next big thing” platform, email remains one of the most reliable channels for building relationships and driving business results. Here’s why:
- It’s direct and personal. You’re not competing with an algorithm. You land right in the inbox.
- It’s cost-effective. Even with a modest budget, email consistently outperforms other channels in ROI.
- It builds loyalty. Consistent, thoughtful communication keeps your brand top of mind.
- It’s measurable. From open rates to conversions, you can track what’s working and optimize.
Despite what you might think (or want), people still want to receive emails. According to HubSpot, 77% of marketers have seen an increase in email engagement over the last year. The format may have evolved, but the appetite is alive and well.
The Core Purposes of Email Marketing
The best email strategies start with clarity: what role does email play in your broader marketing mix?
- Nurturing relationships. Email lets you show up regularly with value. Whether that’s helpful content, insider updates, or a thoughtful check-in.
- Driving awareness. Every email is a chance to remind people you exist and keep your brand in the conversation.
- Generating action. Whether you want clicks, signups, or purchases, email creates a direct path from message to action.
- Building trust. Consistency over time makes you the brand people rely on.
Think of it this way: social media is the friendly wave from across the dog park, but email is the one-on-one walk where real connection happens. But let me be 100% clear: please don’t make your emails as long as a one-on-one walk.
Common Watch-Outs (and How to Avoid Them)
Email is powerful, but it’s not without its pitfalls. Here are the top watch-outs to keep in mind:
- Deliverability rules are tightening. Platforms like Gmail and Yahoo now require proper authentication (SPF, DKIM, DMARC). Without it, your emails may never see the inbox.
- Unsubscribes must be clear and easy. A one-click unsubscribe isn’t just polite, it’s required by law. Making it hard to leave hurts your brand and your deliverability.
- Open rates are less reliable. Thanks to Apple Mail Privacy Protection, open-rate data isn’t what it used to be. Use it for trends, but rely more on clicks and conversions.
- Frequency matters. Sending too many emails (or irrelevant ones) causes fatigue. Sending too few risks being forgotten. Test to find your balance.
Choosing the Right Email Marketing Platform
Before you send your first campaign, you’ll need the right tool to manage your list and create emails. The best platform depends on your goals, team size, and budget:
- Klaviyo – Our top recommendation, especially for e-commerce. Powerful automation, personalization, and segmentation tools.
- Mailchimp – User-friendly and affordable, great for beginners who want to get started quickly.
- HubSpot – Best if you’re looking for an all-in-one marketing and CRM solution.
- Constant Contact – Simple and reliable, a solid choice for small businesses and nonprofits.
Look for a platform that makes it easy to design responsive emails, track performance, and scale with your needs.
Building Your Email List the Right Way
The foundation of email marketing success is your list. And like any community worth joining, it should be built with trust, not tricks.
- Grow organically. Use website sign-ups, events, and social to invite people in with a clear value proposition.
- Never buy a list. Do companies still do this? It’s tempting, but it only leads to spam complaints and poor performance. Relationships can’t be bought.
- Lean into community. Your most engaged subscribers often come from spaces where you already have credibility like customer groups, local communities, or industry associations.
- Segment your audience. Group subscribers by interests or behavior so your messages feel relevant.
- Keep it clean. Remove inactive subscribers regularly. A smaller, engaged list always outperforms a bigger, disengaged one.
Priority Emails Every Brand Should Send
Not every email needs to sell. If you’re just getting started, focus on these priority messages:
- Welcome emails. First impressions matter. A well-crafted welcome series sets the tone and is a great opportunity to get to know your audience through testing.
- Regular updates. Newsletters, blog roundups, or insights keep you top of mind.
- Value-driven content. Share tips, how-tos, or stories that educate and entertain.
- Announcements and launches. Use sparingly for new products, events, or big company news.
- Promotions and offers. Discounts and sales are effective but don’t overdo it.
And don’t forget to test timing. While late mornings mid-week often perform best, your audience may have its own rhythm.
Boosting Open & Engagement Rates
Once you’ve nailed the basics, it’s time to optimize:
- Craft strong subject lines. Keep them under 40 characters, avoid spammy words, and personalize when possible. A/B test to learn what resonates.
- Use preheader text wisely. Think of it as your subject line’s sidekick. Extra space to spark curiosity.
- Design mobile-first. More than 80% of emails are opened on mobile. Use short paragraphs, clear CTAs, and images under 600px.
- Keep emails responsive by using a mix of text and images. Avoid image-only designs — they often get blocked, don’t display well on every device, and can land you in spam.
- Segment and personalize. Don’t blast everyone with the same message. Tailor content by behavior, interest, or stage in the journey.
- Clean your list. Regularly removing inactive contacts improves deliverability and keeps engagement high.
Measuring Success
Email marketing comes with plenty of metrics. Here’s where to focus:
- Open Rate. Good for trends, less accurate due to privacy changes.
- Click-Through Rate (CTR). A stronger engagement signal. Did readers take the next step?
- Conversion Rate. The ultimate goal: are people doing what you want them to?
- List Growth. A healthy, steadily growing list signals strong strategy.
- Unsubscribe & Complaint Rates. Keep an eye on these. Spikes mean your content or cadence needs a rethink.
Conclusion
Email marketing isn’t about flooding inboxes with promotions. It’s about building relationships, earning trust, and showing up consistently with value. Start with the fundamentals: build your list ethically, respect your subscribers, and focus on sending the kinds of emails you’d actually want to receive.
Do it right, and you’ll build a channel that not only drives results but also strengthens long-term loyalty. And when your subscribers start wagging their tails every time your name pops up in their inbox. That’s when you know you’re doing email right.
