Guide to Email Marketing for Beginners
by Irek Klimczak last updated on 0

Guide to Email Marketing for Beginners

With email marketing, you can do wonders. But, if you’re fairly new to this scene, it’s crucial to grasp the basics, like why is email marketing important, what are the benefits, and how to start. Take your first steps with the help of our email marketing for beginners guide!

Table Of Contents

What is email marketing?

Email marketing is using email to build relationships with your audience. With a proper email marketing communication flow, you can send relevant information and convert prospects into customers.

People who are interested in your product or service can join your email list and – through email marketing communication – learn everything they need to know to make an informed buying decision.

If you build your email list with your target audience – people who can benefit from your products or services – you can be sure that email marketing will become a significant revenue stream for your business.

Email marketing has been in use long before the World Wide Web, which makes email marketing the first online marketing channel. Email marketing has been around for a long time, and it continues to lead the pack as it comes to ROI.

What are the 11 key benefits of email marketing?

These are 11 of the main benefits that make email marketing the perfect choice for your digital marketing activities. 

1. Low cost

Let’s start with the most important aspect – how much does email marketing cost?

To run professional email marketing campaigns, all you need is a basic strategy and the right tool that allows you to try and test various tactics.

Professional email marketing software, like GetResponse, offer several plans based on the size of your email marketing list (number of subscribers.)

Basic plans start as low as USD 15 a month and provides key features like:

  • email marketing
  • autoresponders
  • marketing automation
  • landing pages
  • Facebook ads
  • sales funnels
  • list building funnels

It also lets you import and grow your email list up to 1,000 contacts to whom you can send unlimited number of messages.

Email marketing services are perfectly scalable. You can use a basic plan to start building your contact list and sell your products, and upgrade to more advanced plans as your online revenue grows.

You can also test GetResponse for free for 30 days without having to provide your credit card details.

2. Full control

You have full control over every aspect of the email marketing communication.

You can:

  • design your assets (e.g. webforms, emails, and landing pages)
  • decide on the kind of email campaigns you run
  • segment your email list for precise targeting
  • tag your contacts for better personalization
  • create marketing automation workflows with your business goals in mind

Plan your communication carefully to reflect your brand identity and stand out from other companies in your customers’ inbox.

3. Precision

When you build your list organically, ask people to confirm the subscription. This way you know that your contacts want to receive emails from your brand, which means that you’re sending emails to people who are really interested in your offer. Such an email list is considered high-quality and likely to bring better business results.

You can track statistics and monitor the results of your campaigns. Based on the collected information you can make small changes (e.g. design, copy, structure, or workflow) and optimize your email marketing program.

4. Ease of use

Creating email marketing campaigns is simple. You can design your email templates, landing pages, and marketing automation workflows with intuitive drag and drop editors. The new GetResponse Email Creator is just one example.

You can track performance and edit all assets to increase the overall impact.

Bonus Resource:

Send emails with confidence. Grab this free guide and run email marketing campaigns that generate results.

5. The preferred marketing medium

According to the DMA most people prefer to be contacted by companies through email rather than other channels.

The results of the survey make perfect sense since well-designed email marketing campaigns are relevant and non-intrusive – emails wait in the inbox and subscribers decide when’s the right moment to open and read an email.

Recommended reading:
30+ Best Email Marketing Campaigns

6. You can reach mobile device users

The percentage of email opens on mobile devices continues to grow. According to GetResponse Email Marketing Benchmarks, desktop opens make up 45.69% of all email opens, followed by mobile opens at 34.31%, and webmail opens at 20%.

Which means that you can reach your customers and influence their buying decisions wherever they are. You can also integrate your online and offline marketing e.g. by collecting email addresses at events or during shopping at a brick-and-mortar location.

7. Email is an owned medium

Traditionally, digital marketing strategy is divided into paid, earned, and owned media. Email falls into the owned media category. It means that your business has full control over this online marketing channel.

In fact, over time, your email list becomes your greatest online marketing asset: a massive database of people who want to hear from your brand.

If you use a professional email marketing tool, your emails will reach everyone on your email list as opposed to e.g. social media, where you cannot control your organic reach. That’s why investing too much in social media following is often called building a house on rented land.

8. Targeted and personalized communication

You can collect relevant information from your contacts along the subscription process and use it to tailor the communication to their needs and preferences. Based on the data you can create segments of people sharing common traits.

Your subscribers will stay on your list as long as they see value in your communication – that’s why over time you can build a huge email list that brings impressive revenue.

Read the following blog on 9 super-easy ways to personalize your emails.

9. Easy to measure results

You can gain full control over your email marketing efforts by integrating your email marketing platform with online analytics tools such as Google Analytics.

You can control the performance of individual emails in your email marketing tool’s statistics panel and then track user behavior on your website. You can set goals for individual campaigns, track conversions, and measure the ROI.

Recommended reading:
How to set up Google Analytics to track email list signups
How to use UTMs and optimize your email campaigns with Google Analytics

10. Fully automated

With marketing automation, you can build custom workflows for your email marketing campaigns. You can easily create any kind of campaign by using a drag-and-drop editor to program the communication flow with the available conditions, actions, and filters.

11. Excellent return on investment

Email marketing keeps on bringing the highest return on investment of all online marketing channels. This results from all of the factors mentioned above. If you run and measure your email marketing activities the right way, they’ll become a proven source of revenue for your business. Here’s the data-backed answer to why email remains the best marketing channel.

What’s the average email marketing ROI?

According to a 2018 study by Litmus, email marketing’s return on investment is 38:1 on average. Statistically, if you invest $1 in your email marketing activities, you’ll get $38 in return.

Of course, this is not a fixed number – it’s an average. The return of investment in your company will depend on various factors, e.g.:

  • size and quality of your email list
  • content relevance
  • design and copy
  • call to action (is it clear and persuasive?)

It helps if you follow the email marketing best practices.

One of the biggest advantages of email marketing is that you can track performance and present data to prove the ROI.

How to measure email marketing ROI?

It’s easy to calculate the return on investment in your email marketing activities. All you need to do is track total revenue and divide it by the total spend.

Here’s an example, let’s say you’ve generated $100 in sales and invested $30 in the campaign. You’ll measure your campaign ROI as follows:

Total revenue: $100 – $30 = $70

Total spend: $30 

ROI: ($70 ÷ $30) * 100 = 233%

That’s a simple way to prove your success and get more budget for future campaigns.

Watch out for these 10 email marketing myths killing your ROI.

Why is email marketing important for my business?

As a business owner, you can communicate with your audience on their journey from a subscriber to a loyal customer. Read this blog if you want to learn how to use email marketing for ecommerce.

You can use email marketing at all stages of the buyer’s journey:


Use web forms and landing pages to reach your target audience and invite them to subscribe to your email list. Create a drip campaign to present your brand and your solutions.

simple marketing automation workflow in getresponse
A simple marketing automation workflow designed to send emails to new contacts and assign them a tag


Become one of the brands shortlisted by your potential customers. If you use email marketing right, you will eventually become a top-of-mind brand in your industry.

an email from uncommon goods.
An email from UncommonGoods presenting fun product categories


Explain why your product or solution is perfect for their needs. Your customers will research and compare your offer with the competition. Use an impressive email marketing campaign to convince them that they finally found what they’ve been looking for.

an american giant email.
A fragment of an email from American Giant promoting their product as the best choice for fall


At this stage, your customers know their needs and your product and have already compared it against the competition. Convince them that now is the right moment to buy.

a barnes and noble email.
A fragment of a Barnes & Noble email with an incentive to buy


Your job as an email marketer doesn’t end at the moment of purchase. You need to stay in touch with your customers and see if your product or service matches their expectations.

Remember that satisfied customers are likely to buy from you again and recommend your brand to others.

an email from nokia.
An email from Nokia with a post-purchase survey

What are the key email marketing success factors?

To be successful in email marketing, you need three things: strategy, tactics, and tools. With these elements in place, you’ll be able to run email marketing campaigns that bring results.


What is an email marketing strategy?

Put simply, email marketing strategy is the big picture showing the long-term vision and future direction of your email marketing activities. Although many businesses operate without a strategy, it’s crucial to have one if you want to be successful.

Why you need an email marketing strategy?

Dr. Dave Chaffey says:

“You need a strategy with your email marketing and your marketing automation. Driving prospects down the funnel won’t happen by accident. (…) You need a planned project to map out all the different potential customer touch points and when you can potentially send emails, and then to build them in.”

How to create a basic email marketing strategy?

Developing a basic email marketing strategy doesn’t have to be complicated. (In fact, it shouldn’t.) You don’t need to cover everything at once – you can include more areas and details as you go.

Your email marketing strategy should cover areas like:

Key long-term objectives

Decide what you want to achieve with your email marketing in the long run. Your objectives should be business-related and measurable. Here are a few examples to consider:

  • increase the number of subscribers by 20% by the end of the year
  • increase email marketing relevance expressed by 5% higher open rate and CTR
  • collect meaningful information about subscribers to improve segmentation
  • increase ROI from promotional campaigns by 10% by the end of the year
Target audience

Who are the people most likely to become your customers? Make sure that you know your target audience well. The more you know about their needs and preferences the more effective your email marketing campaigns will be.

Competitive advantage and key USPs

Do you know what your unique selling proposition (USP) is? Do you know your competitive advantage? I hope so. If not, you’re going to have a rough time trying to create email marketing campaigns that will persuade your target audience to buy from you.

Your USP should answer the question “why us?” Analyze your product or service and identify the benefits for the customer. Keep it short and precise. Clearly explain your solutions and match them to your customers’ needs.

Also, reach out to your current customers and ask them for your competitive advantage. Find out why they chose you from all the other options.

Clearly defined competitive advantage and USPs will help you tremendously with planning your overall marketing communication and CTAs in individual emails.


Define the resources you need to make your email program happen. Think of people (e.g. email marketing specialist, graphic designer, content specialist) and tools (email marketing platform, project management tool, etc.) that will help you plan and execute your strategy.

Metrics and KPIs

There are a lot of metrics to follow. The trick is to tie them to your business goals and define the KPIs that will help you make better decisions. Here are just a few metrics to consider:

Email list size: the number of email addresses on your list is one of the metrics you should pay attention to. Given that you build your email list organically with your target audience, you can be sure that it will translate into business results. In this case, the bigger the list – the bigger the results.

Open rate: the percentage of the total number of subscribers who opened your email. Bear in mind that opens can be calculated only in HTML messages since they need tracking pixel.

Click-through rate: the percentage of the total number of clicks on a given link in your email. It’s expressed by the total number of clicks on a given link divided by the number of emails sent.

Click-to-open rate: comparison of the number of unique clicks and unique opens giving you a better idea of the engagement in your email marketing campaigns. A high click-to-open rate might indicate that subscribers find the content of your emails interesting.

Conversion: a specific valuable action like visiting a landing page after clicking a CTA button; visiting a thank you page after buying a product, etc.

Here’s more information if you’d like to know more about the key metrics, like the average open rate or click-through rate in your industry.

Customer journey

Put your customers and your business in a broader perspective and map out the full customer journey. Analyze it and decide where you expect to get the quickest returns.

Dr. Dave Chaffey of Smart Insights gives the following advice: “You should be looking at the lifecycle of the prospect, as they are interacting with your business and figure out how you can provide reminders to encourage them to buy from you.”


Tactics are specific email marketing activities. Here are some basic email marketing tactics to consider:

List building

List building is one of the main ongoing tasks of an email marketer. You need a bigger database of prospects for better business results. That’s why increasing the total number of contacts on your list will always be an important part of your job.

To grow your email marketing list, you need to create web forms and landing pages and put them in front of your target audience. There are a lot of things to consider when designing for conversion.

Recommended reading:
How to Build an Email List in 2020


Segmentation is about using data to create email list segments – groups of people who share the same qualities. They allow you to send personalized and relevant content to your audience.

Marketing automation workflows with features like tagging and scoring can help you collect meaningful information about your contacts and apply tags and scoring points automatically.

Read the following blog on how to get started with email segmentation.

Running events? Here’s email segmentation for event marketing campaigns.


You want your subscribers to engage with your brand. You want them to open your emails, click the links, and follow the CTAs. But even the best design, copy, or communication flow won’t work without relevance. Relevance is the key to engagement.

Stay close to your subscribers and customers. If you know your audience – their goals, challenges, needs, and preferences – you’ll be able to deliver the right message to the right people at the right time.

User-friendly design

The design of your web forms, emails, and landing pages has a significant impact on the overall email marketing performance. Approach the design process with a clear call to action in mind.

Your subscribers view your campaigns on different devices with different screen sizes. Bear it in mind, and make sure that the design is friendly for everyone.

Tracking results

Set up a clear result tracking program. Make sure you know what to measure and that you have the necessary tools and the right metrics.


Conversion is the ultimate goal behind each and every email marketing campaign. And it’s specific to every business and campaign – it might be subscribing to an email list, clicking through to a landing page from an email, or making a purchase from an abandoned cart email.

Describe what conversion is, so that everyone on your team can create and run email marketing campaigns with conversion in mind.

Testing and optimization

Prepare a testing and optimization plan for your email marketing efforts.

Make small changes to individual elements of your campaigns, like web forms, emails, landing pages, etc. and use the metrics and KPIs to see how they affect the performance against your organization’s goals.


The right tools should also be a part of your strategy. Without them, you won’t be able to execute your plans.

To learn more on email marketing success factors watch the Email Marketing Excellence 2018: Top Tips and Insights webinar recording.

What is an email marketing campaign?

An email marketing campaign is a coordinated set of email marketing messages delivered at intervals and designed to influence subscriber action to buy, subscribe, download, etc.

When you’ve got your strategy, tactics, and tools in place, you can plan and execute your email marketing campaigns. Check out the 6 things a quality email marketing campaign can do for you.

What are the top email marketing campaigns to start with?

Each business has its own idea of running email marketing communication. But the core idea that helps everyone achieve the best possible results is relatively simple – focus on the needs and preferences of your target audience.

The more you know your target audience, the easier it is to plan the contents and flow of truly engaging campaigns. But there are a few general types of email marketing sequences for you to consider for starters.

Welcome series

The goal of the welcome campaign is self-explanatory. But it’s the way you welcome new subscribers that makes a difference. Sending a simple welcome email is a good idea, but sending a sequence of emails instead can help you build long-lasting relationships and result in bigger engagement.

Here’s an example of a welcome email series from American Giant – an apparel company.

Frequency: one email a day

Email subject lines in a sequence:

  1. Take 15% off of your first order
  2. Where it all started
  3. Building better Ts
  4. We’ve got The Pant for her
  5. Sweatpants that do more than lounge
  6. Refer a friend for $15 off your next purchase
American Giant where it all started.

Onboarding campaign

An onboarding campaign is a great way to introduce your company, products, or services to your subscribers. A well-structured onboarding campaign should educate your subscribers so that they can use your product effectively and make an informed decision to purchase.

Onboarding campaigns are popular among SaaS companies. Here’s a great example form Livechat – software that enables visitors on your site to chat live with your customer support.

Frequency: one email every 1-3 days

Email subject lines in a sequence:

  1. Welcome to the future of Customer Experience
  2. One step left to use LiveChat!
  3. Need some help with the code?
  4. Boost Your Sales by 1000%
  5. I’ll be the Godfather of your success.
  6. We are here to help
LiveChat onboarding.

Product announcement campaign

Are you going to launch a new product soon? With a product announcement campaign you can introduce the idea behind it and build anticipation among the people on your list. As usual, I’d recommend going beyond a single email and creating a series showing different features and benefits.

Here’s an example of a product announcement email from Casper – a sleep products company.

Frequency: one-time email

Subject line: Highway to the comfort zone

Casper product announcement.

And another example from Blue Bottle Coffee, a subscription coffee company, and Fellow, a coffee hardware company, announcing a product that’s a result of a partnership between the two companies.

Frequency: one-time email

Subject line: Blue Bottle x Fellow | Level Up Your Coffee Routine

Blue bottle coffee product announcement email.

Pre-order campaign

You can also run a pre-order campaign. Based on the results and subscriber engagement, you can research the market need for a product and predict its success.

Here’s an example of a pre-order email from Ooni – an outdoor cookware company.

Ooni pre-order

Sales campaign

The primary goal of a sales campaign is obviously to generate sales. That’s why the message is rather straightforward and focused on conversion.

Here’s an example of a sales campaign from UncommonGoods – an online marketplace to connect makers and their creations with individuals looking for truly special goods.

Frequency: every 4-6 days

Subject lines of emails in a sequence:

  1. Up to 70% Off (still 100% Uncommon)
  2. Ready. Set. SALE!
  3. Reminder: SALE into 2020
UncommonGoods sale.


With time, some of your subscribers will become inactive. Don’t worry, it’s perfectly normal. Don’t be afraid to clean your list – remove inactive contacts regularly. You can automate the process by running re-engagement campaigns to the segment of subscribers that became disengaged (stopped opening and clicking the links in your emails).

Here’s an example of a re-engagement email from Framebridge – a custom framing company.

Goodbyes are hard.

How to do email marketing

This section contains short step-by-step guides on how to build a solid email list and how to run an email marketing campaign: the two every-day tasks that are fundamental to email marketing. The secret to effective email marketing relies on mastering these two tasks.

Build an email list

Here’s a short guide to email list building. At this point, your goal is very simple, yet many beginner marketers tend to forget about it:

Build a contact list with your target audience

Of course, you want a long contact list. But it won’t do you any good if you have a long list of people who are not interested in your products or services. Instead, make sure that you reach your target audience – people who have genuine interest in what you have to offer and are likely to become your customers.

Here’s how to build an email list:

1. Plan your online list building methods

The online marketing media can be divided into three categories:

  • Owned: e.g., website, blog, marketing list
  • Earned: e.g., reviews, comments, mentions
  • Paid: e.g., social media ads, Google Ads, influencer campaigns

Think of the most efficient ways to reach the people who are likely to become your customers.

If you want to build your email list fast, use Conversion Funnel. It allows you to generate high-quality traffic from Facebook and Instagram with the Facebook Ads creator, capture their email address on your landing page, and build relationships with new contacts with automated emails.

2. Plan you offline list building methods

Online is not the only source of valuable contacts. You can build a solid contact list even without a website if you are where your target audience is. Trade shows, conventions, brick & mortar locations – make sure to use all the available opportunities to ask potential customers to join you contact list.

3. Create you list building resources

Facebook ads, subscription forms, lead magnets, landing pages, and webinars are tools that allow you to reach the right people. When you choose your list building methods, you’ll know exactly what resources are necessary to put the plan to action.

That’s why you need a plan before you act.

If you need more information, I described the list building process in details in this blog:

How to Build an Email List: 40+ Email List Building Ideas

We’ve also designed a free list building program to help GetResponse users build an engaged email list and increase sales in just 90 days:

Email List Building Program

Editor’s note: Want to find out which opt-in incentives work best? Check our new report: Best Lead Magnets for Lead Generation.

Running an email marketing campaign

Here’s a short email marketing campaign walk-through. If you haven’t tried anything yet, you can use the following steps to create your first email marketing campaign.

1. Set a measurable goal

First, decide on what you want to achieve. For the purpose of this article, I’ve decided to create a welcome email series with a goal to collect meaningful information about new subscribers. Information that will help me create emails they will find useful.

According to our Email Marketing Benchmarks, the welcome emails have the highest engagement, open rate, and click-through rate:

welcome emails open rate and click through rate getresponse.

I want to welcome my subscribers to the list and use the moment when they are most engaged to find out about their interests and preferences. The collected data will help me segment my contact list and personalize further communication.

2. Create your emails

Setting a clear goal is fundamental to creating successful emails. My goal is to collect meaningful information about new subscribers. That’s obviously too general a goal, so let me clarify it.

The company I’m planning the email marketing for offers a few products. I want to create emails that present all of my products (or product categories) to my subscribers. Depending on the clicks, I will be able to learn more about the products they are most interested in.

My email cycle will consist of 4 emails:

  1. Welcome email
  2. Email getting subscribers to visit the shop
  3. Product presentation email/other offerings
  4. Holiday coupon code

These 4 emails are enough for a start. If you want more fuel for your email marketing, here are 27 Newsletter Ideas with Inspiring Examples.

3. Create your email marketing cycle

Once you’ve created the emails you want to send, it’s time to create a marketing automation cycle that will send the right emails to the right people at the right time.

Here’s an example of a 4-welcome-emails cycle:

4 email welcome cycle.

This article will be expanded with more insights very soon, so stay tuned for updates! Meanwhile, be sure to check out our ebook – a handy guide on How to Plan and Send Your First Email Marketing Campaign.

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