What is Email Marketing:

Email marketing is when you send a commercial email message to your ‘email subscribers’ — contacts who have signed up to your email list and given express permission to receive email communications from you.

Email marketing is used to inform, drive sales, and build a community around your brand (e.g. with a newsletter).

Modern email marketing has moved away from one-size-fits-all mass mailings and instead  focuses on consent, segmentation, and personalization.

Types Of Email Marketing:

Promotional emails:

Email marketing campaigns are used to promote, whether it’s to promote a special offer, a new product release, an ebook, or a webinar.  A campaign could consist of 3 – 10 emails sent over several days or weeks. 

Promotional emails have a clear call-to-action — or CTA for short. The CTA represents the specific action you want the reader to take, whether it’s visit a webpage or make a purchase. 

This type of marketing email is sent as and when required, in line with the rhythm of your business.

Informational emails

Newsletters: A newsletter, as the name suggests, share news related to your business (new milestones reached, new product capabilities) or to highlight a product use case. Sent according to a set schedule (weekly, bi-weekly, monthly), newsletters help maintain a consistent connection with your subscribers.

But did you know? Newsletters don’t just have to be about ‘news’. As email guru Ann Handley says, focus on the letter aspect. Imagine you’re writing a one-to-one letter to your subscribers about something that interests them. 

Put like this, a newsletter is an opportunity to share insights, thoughts, tips – whatever brings the most value to your audience. 

Announcements: Email is the perfect way to inform customers of company announcements, new releases, changes to the service, etc. 

As a channel, email has the necessary formality for delivering important messages. This would explain why email was the channel of choice for brands sending crisis communications during COVID-19.

Benefits of Email Marketing:


Brand Awareness

Customer Loyalty.