Sending marketing emails has been around for more than five decades. Over the years, email marketing has evolved to be one of the most potent and preferred digital marketing strategies. This transformation has been fueled by advancements in email automation and the rise of modern email marketing platforms.
For any business, whether product or service-based, having a solid email marketing strategy is no longer optional. Strategic email list segmentation and automation are essential for effective marketing and customer engagement.
But as a new business, how do you get started?
This guide covers everything you need to succeed with email marketing.
What is email marketing?
Email marketing is a digital marketing approach in which marketers use emails to communicate with consumers.
It has various objectives, such as increasing sales, boosting customer retention and loyalty, generating awareness, and educating consumers.
Marketing emails are of multiple types, including:
- Promotional emails
- Newsletters
- Lead-nurturing emails
- Abandoned cart emails
- Transactional emails
- Surveys and feedback emails
- Re-engagement emails
- Milestone emails
We’ll discuss these automated emails in more detail later.
In email marketing, consumers sign up for the mailing list by providing their email address. Since they opt in willingly, email tends to have higher engagement rates than other channels.
Note: You can use a cold email list for email marketing, but it often takes longer to warm up these contacts and get them to engage with your emails.
Evolution of email marketing
Email marketing first gained traction in the late 20th century. By the early 21st century, it had quickly risen to prominence as one of the most popular digital marketing channels—a position it still holds today.
By 2010, responsive email design was introduced. Fast-forward to today, nearly all email communications are managed through automated systems.
The graphic below illustrates the history and evolution of email marketing.
1971 – Ray Tomlinson sends the first email on the ARPANET (Advanced Research Projects Agency Network) system and introduces ‘@’ in email addresses.
1978 – Gary Thuerk sends the first mass marketing email using ARPANET to 400 recipients, which resulted in $13 million in sales.
1988 – The word “spam” was coined, inspired by angry people receiving irrelevant email blasts.
1991 – The modern-day internet, as we know it, was born.
1991 – HTML was born, and CSS later in 1996, making emails visually appealing.
1999 – The concept of permission-based email marketing emerged. Learning how to automate an email can save time and improve consistency.
2003 – The CAN-SPAM Act was approved in the US.
2010 – Responsive web design was launched, enabling cross-device email access.
Today – Most email marketing is automated, powered by rule-based automation workflows.“
Trivia: In the early 2000s, several email marketing automation platforms were launched, paving the way for automated email campaigns.
eGrowthEngine is redefining email marketing automation with intuitive flow building, seamless plug-and-play automation, advanced analytics, and a host of powerful features designed to revolutionize your marketing strategy.
Importance and benefits of email marketing
Digital marketing strategies continue to change. Many tactics, like stuffing keywords for SEO and bulk-buying backlinks, are no longer effective.
It’s not the case with email marketing.
Email marketing, while it has evolved, remains highly effective. Recent research reveals that email marketing offers an impressive 3600% return on investment – $36 earned on every $1 spent.
Apart from a high ROI, strategic email marketing has the following benefits:
1. Direct access and full control over your audience
Unlike digital marketing tactics such as ads and SEO, which rely on attracting people to your website, emails enable you to reach directly into people’s inboxes.
There’s no dependency on intermediaries like Google Search, giving you complete control and ownership of your audience and communication.
2. Seamless personalization for better engagement
Emails offer immense potential for personalization. You can personalize emails for each recipient to make them feel special and boost engagement.
Here are some effective ways to personalize emails:
- Use the recipient’s name in the email copy and subject line.
- Segment your audience based on demographics, location, purchase history, or interests.
- Recommend products or services based on their past purchase or browsing history.
- Send emails triggered by specific actions, such as product purchases and abandoned carts.
- Send emails on special occasions, like birthdays, anniversaries, and milestones.
- Send personalized emails based on location, such as local events or weather updates.
This personalized touch can go a long way in improving relationships, increasing engagement, and driving better results.
3. Affordable way to reach your audience
Email marketing is highly cost-effective. In fact, it’s free to send an email to someone, making it an incredibly affordable way to reach a large audience.
This low cost, combined with its high ROI potential, makes email marketing a powerful tool for businesses of all sizes.
Investing in automation tools like eGrowthEngine can further enhance your results. This investment streamlines your efforts and maximizes your ROI, making it well worth the cost.
Easily measure your performance
Measuring the performance of email marketing is straightforward and effortless. Email marketing provides clear and actionable insights into how your campaigns are performing.
You can measure important metrics like:
- Open rate
- Click rate
- Delivery rate
- Conversion rate
- Unsubscribe rate
With these metrics, you can evaluate how your audience is interacting with your emails and optimize your campaigns accordingly.
For instance, if you notice a high delivery rate but a low open rate, people probably don’t find your subject line engaging enough. Changing the subject line can be a quick way to improve open rates.
If you want to experience advanced email analytics, check out eGrowthEngine. Gain deeper insights into audience behavior, track campaign performance, and refine your strategy for maximum ROI.
4. Instantly reach your audience’s inbox
Emails allow you to connect with your audience instantly. When you send an email, it instantly reaches their inboxes, making email the perfect tool for time-sensitive communications like limited-time offers and important announcements.
5. It can help you drive website traffic
SEO has long been the go-to method for businesses to drive website traffic, but it’s becoming increasingly challenging.
With over a billion websites on the web — 200 million of them active — competition is fierce, and generating traffic through SEO now requires significant time and effort.
Email is a powerful channel to drive targeted traffic directly to your website
You can send weekly or monthly newsletters featuring the latest blog posts, videos, social posts, and other content.
This way, you can bring traffic not only to your website but also to other channels like YouTube and social media.
6. It can help you improve sales
Strategic email marketing is a proven channel for driving sales and revenue. In fact, 59% of people say email influences their buying decisions, whereas 50% say they have purchased from a marketing email.
You can send targeted, personalized, high-impact campaigns that resonate with your customers and encourage them to make a purchase.
Here are some popular email ideas to increase sales:
- Recommend products and services based on past purchases
- Abandoned cart reminders
- Post-purchase upsell offers
- Refill and renewal reminders
7. It can increase customer engagement
Email marketing is an excellent way to increase customer engagement. You can send newsletters with relevant content and updates to keep your customers updated and engaged.
Here are some quick content ideas for your newsletter:
- Blog posts and guides
- Research, insights, and news
- Newly launched products or services
- Promotions and special offers
- Personalized product recommendations
- Contests and giveaways
Besides, welcome emails, re-engagement campaigns, surveys, and feedback emails can increase engagement and build lasting relationships.
8. Build and strengthen customer relationships
We recently discussed that emails enable direct, personalized communication. This leads to a sense of connection between your brand and customers.
When you send birthday wishes, milestone emails, and loyalty rewards, it creates a sense of connection in the consumers’ minds.
9. Increase brand awareness and recall
Email marketing is an excellent way to increase brand awareness and keep your business fresh in the minds of your customers.
You can share branded content, such as thought leadership, case studies, customer testimonials, community and social updates, and brand storytelling.
Consistently sharing branded content that highlights your brand’s values can go a long way in increasing brand awareness and recall.
10. It can help you collect feedback
Email is also a great tool for collecting customer feedback. You can send questions and surveys to your recipients to gather valuable feedback and make informed decisions.
11. Email marketing is easy to automate
One of the biggest advantages of email marketing is the ability of automation it offers.
With automation tools like eGrowthEngine, you can fully automate your email marketing campaigns. And this happens without losing the sense of personalization and connection emails offer.
Here are some email communications you should automate:
- Welcome emails
- Abandoned cart emails
- Post-purchase emails
- Drip campaigns for lead nurturing
- Birthday, anniversary, and other special dates
- Back in stock and price drop emails
- Subscription renewal and membership renewals
With email automation, you can save time, enhance personalization, and improve marketing efficiency with minimal effort.
Challenges of email marketing
If you’re new to email marketing, here are certain challenges you may face. Let’s look at these hurdles and how you can overcome them to improve your email marketing.
1. You need people’s consent
Arguably, the biggest roadblock in email marketing is obtaining consent from recipients to send emails.
Regulations, such as CAN-SPAM, GDPR, and CASL, require businesses to have permission to contact individuals. Not adhering to these requirements can attract penalties and tarnish your reputation.
When collecting someone’s email address, you need to clearly disclose how you plan to use it.
Let’s look at this example from X brand:
Some of you may wonder: What about cold emails?
Spam laws like CAN-SPAM – although they allow cold emails – have certain rules for them. Let’s touch upon it in the next section.
2. It’s susceptible to spam
How often do you mark emails as spam? For most of you, the answer would likely be ‘quite often.’
And that’s what the data shows. In fact, 45.6% of all emails sent in 2023 were identified as spam.
This number has significantly reduced from 80.2% in 2011 due to the introduction of anti-spam laws we discussed earlier.
But you can’t deny the fact that almost half of all emails sent today are still marked as spam.
Of all emails, cold emails are at the highest risk. Therefore, if you send cold emails, you need to be extra careful.
Here are a few things to keep in mind:
- Don’t use misleading subject lines.
- Personalize the email content and subject line.
- Make it buyer-centric instead of product-centric; clearly highlight the value proposition.
- Allow recipients to opt out of your emails effortlessly.
3. It requires effort and skill
Email marketing is a specialized skill that requires knowledge and experience.
You must learn how email list segmentation works, which includes both creating and cleaning email lists.
Then comes the content part — what content should the emails have, which subject lines to use, the frequency, and the best day to send emails.
Lastly, you have the technology part of setting up an email marketing platform, importing contact lists, enabling integrations, and creating automation flows.
Once all that is in place, you need to frivolously test your emails until you finally have a winner.
And that’s when you can scale it up and get good results.
eGrowthEngine helps you do it all effortlessly and make your life easier. Everything from importing contacts to creating automation flows to A/B testing your emails happens in a matter of a few clicks.
4. Delivery rates can be low
Emails, especially those sent from new email addresses, can have poor delivery rates.
Almost all email services have spam filters that stop ‘potentially spam’ emails from reaching the recipient’s inbox.
Factors like poor sender reputation, low engagement rates, and frequent spam reports can hinder your deliverability.
You can improve your delivery rates by adequately warming up your email domain and maintaining good list hygiene.
Types and examples of email marketing
Marketing automated emails are of various types. Here are some examples.
1. Welcome emails
A welcome email is the first interaction your new customers or subscribers will have with your brand. It sets the tone for future communications and is also instrumental in creating a good first impression.
In addition to thanking people for becoming a part of your brand, welcome emails should act as a starter guide for newcomers. They should contain useful resources and links to help the subscribers get started and have a hassle-free experience.
Some brands use a welcome series containing two or more automated emails. You can decide whether you want to go for a single welcome email or a series, depending on your product and service.
2. Newsletters
Newsletters are one of the most popular forms of email marketing. Brands use newsletters to share valuable content, updates, and insights with their consumers.
The idea behind newsletters is to keep the subscribers informed, engaged, and updated. A well-structured newsletter containing helpful content can skyrocket customer engagement.
Analysis of 4.5 billion newsletters revealed that newsletters have an open rate of 38.7%, a click-through rate of 1.85%, a bounce rate of 2.4%, and a spam complaint rate of 0.01%.
Now, when should you send email newsletters?
Once a week is the most common, but you can also send biweekly and monthly newsletters.
Coming to the best days, weekdays tend to have the best open rates. You’ll find arguments claiming Tuesdays or Thursdays are the best days. It’s best to experiment with different days and stick to what works best for you.
3. Deals and offers
Promotional emails featuring exclusive offers and discounts are a powerful way to increase sales.
Adding personalization makes them even more effective. For example, you can recommend products based on a recipient’s past purchases or browsing history.
To encourage quick action, you can also include time-limited deals, creating a sense of urgency that motivates customers to buy immediately.
4. Product updates
Keep your customers informed about new launches, features, and improvements to keep them engaged and excited about your brand. No matter your industry, product update emails are valuable.
For e-commerce businesses, these emails can announce new product arrivals or exclusive collections.
Software companies and SaaS providers can highlight new features, updates, or major releases to keep users engaged.
And if you’re a service provider, such as an agency or consulting firm, you can introduce new services or expand offerings to attract clients.
By regularly updating your audience, you reinforce your brand’s value, encourage repeat business, and strengthen customer relationships.
5. Lead nurturing
Lead nurturing is one of the most popular applications of email marketing. Its goal is to help potential customers navigate through the sales funnel and guide them toward a purchase.
A typical nurture sequence includes 5-7 emails, but this can vary depending on your sales cycle. The content should align with the recipient’s stage in the funnel:
- Top of the funnel (TOFU): Start with educational content, like guides and industry insights.
- Middle of the funnel (MOFU): Share testimonials, case studies, and success stories to build trust.
- Bottom of the funnel (BOFU): Use product demos, comparisons, and limited-time offers to drive conversions.
By delivering the right content at the right time, lead-nurturing emails build relationships, increase engagement, and boost conversions.
6. Re-engagement emails
Churn – when customers stop using your product or service – is a challenge every business faces. Churn rates vary widely, from 11% in Energy/Utilities to 56% in Wholesale Goods.
Before customers leave completely, they often become inactive, reducing engagement and purchases.
This is a critical phase. If you ignore it, you may lose your customers forever. And if you reconnect with them through re-engagement emails, you can bring them back.
A re-engagement email sequence typically includes personalized messages, special incentives, and friendly reminders to reignite interest.
By reaching out at the right time, you can win back customers, restore engagement, and reduce churn to keep your business stronger and more profitable.
7. Feedback and surveys
Happy customers are more likely to buy from you again. There’s no two ways about it.
But how do you know if your customers are happy? Or unhappy, for that matter! That’s where customer feedback comes in.
Regular surveys and feedback collection help you understand what your customers love and what needs improvement.
Actively acting on feedback and improving customer experience increases your Net Promoter Score (NPS), which is directly proportional to your revenue.
Email is a great channel for it. You can send feedback forms and surveys to smoothly gather feedback. If response rates are low, try offering an incentive to encourage participation and maximize insights!
8. Guides and tutorials
Educating your audience, also known as information marketing, is a powerful inbound strategy that builds trust and increases product awareness.
Email is an excellent channel for sharing valuable content, such as guides, tutorials, and videos, to engage and inform your subscribers.
For example, if you run a marketing agency, you could create an e-book on the latest marketing trends and distribute it to your email list.
Providing useful insights not only strengthens your brand’s credibility but also nurtures leads and keeps your audience engaged.
9. Milestones
Milestone emails celebrate key moments in your customers’ journey, reinforcing engagement and loyalty.
For example, an e-commerce brand can send a milestone email when a customer completes five purchases, while a SaaS project management tool can congratulate users on completing their first project.
Special dates, like birthdays and anniversaries, are also great opportunities to show appreciation.
To make milestone emails more impactful, include a special discount, exclusive reward, or heartfelt message to make customers feel valued. These small gestures strengthen relationships, boost retention, and encourage continued engagement with your brand.
10. Abandoned cart emails
E-commerce brands lose a combined $4 trillion in revenue due to abandoned carts. And $260 billion of it is recoverable.
One of the most effective ways to reclaim these lost sales is through abandoned cart emails. These emails remind customers about the items left in their cart and encourage them to complete their purchase.
To maximize impact, highlight product benefits, use a clear call to action, and create a sense of scarcity and urgency by mentioning low stock. Additionally, you can offer a time-limited discount to motivate customers further.
Abandoned cart emails have a 3x higher conversion rate than other automated emails. Automate your abandoned cart emails now with eGrowthEngine.
How to do email marketing?
Now that we’ve explored what email marketing is, along with its types and benefits, let’s see how you can get started. Even if you’re a complete beginner!
Every successful email marketing strategy consists of three key components:
1. Contacts: Contacts refer to the recipients who will receive your emails.
2. Email copy: This is the content of your email, including text, visuals, videos, and CTAs.
3. Email sending platform: Services like Gmail and Outlook are fine for personal emails. But to send emails in bulk or run automated campaigns, you need a robust email marketing automation tool like eGrowthEngine.
How to build an email marketing strategy?
We know what’s needed to run an email marketing campaign. Now, let’s understand how to build a robust email marketing strategy from scratch.
1. Define your email marketing goals
The first step in any strategy is to set clear objectives. What do you want to achieve with your email marketing?
It could be lead nurturing, brand awareness, customer feedback, cart abandonment recovery, sales, or something else.
💡Tip: You don’t have to limit yourself to just one goal! You can run multiple campaigns tailored to different objectives, ensuring a well-rounded and effective email marketing strategy.
2. Identify your target audience
Next, you need to know who you’re speaking to. Identifying your target audience helps you craft relevant, engaging, and high-converting emails.
Start by answering these questions:
- Who are my ideal customers?
- What challenges do they face?
- How can my product or service solve their problem?
- What type of content would interest them?
Not having clarity on your audience can result in poorly targeted campaigns, low engagement rates, and missed opportunities. You may end up speaking to the wrong people or sending the wrong message to the right ones.
3. Create lists and segments
Once you have an audience, you need to divide them based on factors like demographics, behavior, interests, and journey stage. This process is called segmentation.
Here are some segmentation ideas:
- Demographics – Age, gender, location, industry, and income
- Behavior – Purchase history, browsing behavior, email engagement, content interaction, and loyalty
- Psychographic – Interests, pain points, and buying motivation
- Customer journey – New subscribers, leads, active customers, and lapsed customers
- Transaction-based – High-spending, low-spending, and season shoppers
- Event-based – Birthdays, anniversaries, and milestone achievements
Email segmentation falls into two main types: Static and Dynamic.
Static lists are – as the name suggests – static. You manually add contacts to a static list, and it remains fixed until you manually add or remove contacts. These lists are useful for one-time campaigns.
Dynamic segments are automated lists in which contacts are added or removed based on pre-defined rules.
4. Decide on the email content
Once you have your audience and segmentation in place, let’s move to creating compelling email content.
To read your email content, recipients first need to open it. And they’ll open your email only if the subject line grabs enough attention.
You need to first write an attention-grabbing subject line. Make it crisp and compelling. And don’t forget to personalize the subject lines with the recipient’s name.
Once your audience is set, it’s time to create the email content. Decide whether you want to send a simple text, a visually rich email, or a video. Determine the links and buttons you want to have and the length of the email.
5. Select the type of campaign you want to send
Email marketing campaigns are mainly of 2 types – one-time and automated.
One-time campaigns, as the name suggests, are regular campaigns that you send at once to the audience list.
Automated campaigns involve rulesets, and an email campaign is sent when a condition is met. Please note that an automated campaign can comprise a series of multiple emails.
6. Pick an email marketing platform
The next step is to pick an email marketing platform. Just go for eGrowthEngine.
Jokes aside, your email marketing platform will play an instrumental role in marketing success. Choose the right platform, and you’ll get stunning emails and better deliverability. eGrowthEngine offers exactly that.
7. Create and test emails
Once your email is ready, it’s time to test it. Send test emails to a couple of internal email addresses and see how they look on all devices.
If all is well, go for the send button.
8. Pick the right time
It’s equally important to decide when to send an email. Tuesdays and Fridays are good days.
9. Measure and optimize
Once your campaign is live, measure its performance, such as open and click rates. Also, check the best-performing locations and optimize your marketing accordingly.
Best practices of email marketing
1. Use the right email marketing software
Your email marketing platform can make or break your email marketing. Pick a platform that best aligns with your business requirements.
2. Pick the right time for your emails
Time matters a lot when it comes to emails. Some days are better and can give you higher open and click rates.
3. Use engaging subject lines and preview text
Your email open rates will depend significantly on the subject line and preview text.
Use engaging subject lines to encourage more people to open your emails.
4. Focus on content, along with brand voice and tone
People have opened your email. Now what? You need top-notch email copy to make sure they take the action you want them to take.
5. Create a funnel for opt-ins and signups
You also need a strategy to collect signups and grow your email list. Make sure to use forms and lead magnets for opt-ins and signups to have a steady flow of new contacts.
6. Clean your email list
Timely cleaning of your email list is important. Remove contacts who have been inactive or not engaged with your emails.
7. Get personal
Email marketing provides the opportunity to be direct and personal. Utilize that. Give a personalized experience to your users.
8. Comply with the CAN-SPAM and other privacy laws
When sending commercial emails, comply with the CAN-SPAM Act and other laws.
9. Prioritize mobile optimization and responsiveness
A large majority of people open emails on mobile. Ensure that your emails are responsive and work seamlessly on all devices.
10. Don’t forget CTAs
Don’t forget to include CTAs in your emails to encourage recipients to take the desired action.
11. Automate as much as you can
Email marketing has a high potential for automation. Use eGrowthEngine to automate your email marketing.
12. Optimize for delivery
There’s no point sending emails if they don’t reach people’s inboxes. Apply tactics to increase the delivery rate.
13. A/B test
A/B test your emails to understand which version is working better.
Email marketing mistakes to avoid
1. Getting your timing wrong
Not sending the right email at the right time can do more harm than good.
2. Being too salesy and pushy
Though email offers massive ROI, going after sales and revenue isn’t the right way. If you’re too salesy and pushy, you’ll just invite more unsubscribes and spam reports.
3. Not being professional
Email communication can and should be personal and direct. But at the end of the day, you’re a business talking to a consumer. Hence, it’s vital to be professional and not go overboard with the casual.
4. Using too many images
Images can enhance your emails. But too many of them can do the opposite. It can clutter the email and make it difficult for you to get the message across.
5. Making the email too lengthy
Emails are meant to be short and crisp. If you want to share a thousand words with your audience, write a blog post instead.
Get the point?
6. Not having clear goals
Every email you send should have a clear, solid purpose. Sending emails without a clear goal is like shooting arrows in the sky. You won’t hit anything.
Importance of email marketing software
Creating and sending emails to a large audience requires an email marketing platform. Here’s why you need an
1. Save time and reduce effort
If you want to send an email to a handful of recipients, you can do it from Gmail or Outlook by simply adding them in BCC.
But what about hundreds or thousands of contacts?
One, there are limitations to personal Gmail and Outlook accounts. For instance, Gmail allows you to add 100 BCC recipients at once and a total of 500 emails a day.
Two, you need to manually put each email address in the BCC box. Imagine doing that manually.
On the other hand, email marketing software makes it effortless. You can upload the list of email contacts and send them all an email in bulk.
Minimum effort, maximum efficiency.
2. Design and appeal
Services like Gmail and Outlook could work for simple text emails. However, if you want visually appealing emails, you need email marketing tools.
Email marketing platforms offer advanced email builders that allow you to create stunning emails. You can even add HTML and custom CSS to take your emails to another level.
3. Personalization
Email marketing tools enable you to send personalized emails. You can set dynamic values for variables like recipient names, products, dates, and more.
Hence, you can personalize emails for each recipient and take engagement to a whole new level.
4. Precise analytics
If you run email campaigns through Gmail or Outlook, you know it’s quite difficult to keep track of email performance. Metrics like delivery rate, open rate, and click rate are crucial in email marketing. Not keeping tabs on them can lead to wasted efforts and resources.
5. ROI
Email marketing tools require a small investment but return an impressive ROI. With the right tool, you can:
- Import, add, and manage email contacts
- Create stunning, visually appealing emails
- Set up flows to automate emails
- Send broadcast emails to hundreds of thousands of recipients
- View in-depth analytics and track performance
Ace your email marketing with eGrowthEngine
eGrowthEngine is the best email marketing platform. Easily automate your marketing with automation flows, powerful segmentation, in-depth analytics, and more.
- Know your customers well with in-depth customer profiles
- Personalize customer experience with lists and segments
- Create stunning emails with a drag-and-drop email builder
- Automate email campaigns with no-code flows
- Bring clarity with in-depth analytics
- Streamline campaign creation with eGE AI
Speak with your customers. Get started with eGrowthEngine.
Email marketing metrics and benchmarks
Want to track email performance? Here are the most important email marketing metrics and benchmarks.
1. Conversion rate
Conversion rate indicates the percentage of conversions resulting from the email campaign.
Here’s how the conversion rate is calculated:
Conversion rate = {Number of conversions / Total emails sent} x 100
2. Click rate or Click-through rate (CTR)
CTR helps you calculate the clicks on the links in your emails.
Here’s how it is calculated:
Click through rate = {Total clicks / Total emails sent} x 100
3. Unsubscribe rate
Unsubscribe rate, as the name suggests, helps you track how many people have unsubscribed from your mailing list.
Here’s how it’s calculated:
Unsubscribe rate = {Total unsubscribes / Total emails sent} x 100
4. Bounce rate
Bounce rate helps you calculate the emails that haven’t landed in your recipients’ inboxes.
Here’s how it’s calculated:
Bounce rate = {Total bounced emails / Total emails sent} x 100
5. Report to spam rate or Spam complaint rate
The report to spam rate indicates how many recipients have reported your emails as spam.
Here’s how it’s calculated:
Report to spam rate = {Total spam reports / Total emails sent} x 100
6. List growth rate
List growth rate indicates how fast your email list is growing.
Here’s how to calculate it:
List growth rate = {(New subscribers – Unsubscribes) / Total subscribers}
This metric is usually calculated for a defined time interval, such as monthly, quarterly, and yearly.
7. Email sharing/forwarding rate
This metric tells you how often subscribers share and forward your emails.
Here’s how it’s calculated:
Email forwarding rate = {Total emails forwarded / Total emails sent} x 100
8. Email reply rate
Email reply rate helps you track how many people reply to your emails.
Email reply rate = {Total email replies received / Total emails sent} x 100
9. Return on investment
Return on investment, or ROI, is the most important and yet the most complicated metric to track. In the simplest terms, it refers to the revenue you’re earning from your investment.
Here’s how it’s calculated:
ROI = {Total revenue earned / Total money invested} x 100
The total money invested would include the cost of the team, email marketing platform cost, and server expenses.
Wrap up – Email marketing for businesses
To sum it up, email marketing has been out there for decades, but it has evolved constantly. Today, you can use email to engage your audience, increase brand awareness, collect feedback, and drive sales.
The key to succeeding with email marketing is having a solid strategy and testing it extensively. Every business is different, and so would be their email strategy. Experiment with subject lines, email copies, and automation sequences to find what works for your brand.
eGrowtheEngine helps you achieve email marketing success. From managing your list to creating stunning emails to building automation flows, eGrowthEngine is your hub for all things email marketing.
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