What is Email Marketing? We’ll Tell Ya… (And Answer 9 Other Email Marketing Question)

If you’re asking “What is email marketing?”, I’m going to assume you actually know what it is – you’re just looking for someone to explain how it really works and tell you if you should be using it (you should). If you genuinely have no idea what email marketing is, well then, welcome to the internet! This must be your first time here. Quick tips: don’t believe everything you read, and maybe steer clear of those message boards for now.

But just in case…

What is Email Marketing?

Email marketing is exactly what it sounds like: using email to market your stuff. Maybe not as straightforward as it sounds though – it’s not about spamming people’s inboxes with “BUY NOW!” messages. It’s more like being that helpful friend who always knows about the coolest new things and loves to share.

When done right, email marketing only occasionally feels like a sales pitch and more often is valuable advice from someone who gets you. It’s about building relationships, solving problems, and yes, occasionally selling something.

Should I Use Email Marketing for My Small Business?

Short answer: Yes.

Longer answer: Absolutely yes. Here’s why:

You can reach customers directly, without getting lost in the noise of social media algorithms or expensive ad campaigns. Plus, it’s incredibly cost-effective. You don’t need a hefty budget to make a big impact.

Most importantly – email marketing lets you talk to people who’ve actually said, “Hey, I want to hear from you!” Likely these folk are also willing to lend you their attention a bit longer than the person unfamiliar with you or your brand, giving you a chance to build that relationship with your potential future customers (or continue the relationships with your current customers).

Should I Get an Email Marketing List?

Yes, but not just any list. You want a list of people who are genuinely interested in what you’re offering.

Building a quality email list takes time, but it’s worth it. Start by offering something valuable in exchange for email addresses. Maybe it’s a killer guide, a discount, or some exclusive content. Just make sure it’s something your ideal customer would love.

And remember, quality beats quantity every time. A smaller list of engaged subscribers is way more valuable than a massive list of people who never open your emails.

Also – do NOT buy an email list. There are list-peddlers who will try to sell collections of emails they have gathered (through not always honest means…) Emails to these contacts will more likely than not go unopened as the emails on there are being spread around and spammed from a bunch of different sources. Even if that is not the case, the contact has no idea who you are and did not sign up to hear from you.

How Much Does Email Marketing Cost?

Email marketing can be as cheap or as expensive as you want it to be. Totally depends on your goals. The factors that usually affect how much email services cost are going to be the number of contacts and number of emails in a period you want to send out.

For small businesses just starting out, there are plenty of affordable (and even free) email marketing platforms that can get you up and running (we typically recommend MailChimp). As you grow, you might want (or need) to invest in more advanced tools and strategies.

Even if you have to invest a bit to get it up and running though – email marketing often pays for itself many times over. With an average return on investment of $36 for every $1 spent, it’s like finding a golden goose for your business.

What’s a Good Click-Through Rate for Email Marketing?

Click-through rates (CTR) are a solid way to measure the performance of your emails. They tell you how many people are actually engaging with your content by clicking the buttons/links in your email.

As far as what a good number is, there’s really no one-size-fits-all answer. A “good” CTR can vary widely depending on your industry, audience, and type of email. On average, you might see rates anywhere from 2% to 5%.

The most important thing is to focus on improving your own numbers over time. If you pay attention to what works and make great content, these numbers should naturally improve over time.

Is Email Marketing Dead?

Nope. Not even close.

Sure, social media and other digital marketing channels have their place. But email? Email is the tried-and-true workhorse of digital marketing. With over 4 billion email users worldwide, it’s still one of the most effective ways to reach your audience.

Plus, email marketing is constantly evolving. With advancements in personalization, automation, and analytics, it’s becoming smarter and more effective every day. And AI is only going to further allow for better, more impactful segmentation and targeting.

Speaking of segmentation….

Why is Segmentation Important in Email Marketing?

Segmentation is all about dividing your email list into smaller groups based on specific criteria. It could be demographics, purchase history, engagement level – you name it. By doing this, you’re able to tailor your messages to each group’s specific interests and needs.

The result? Higher open rates, better engagement, and ultimately, more conversions. It really should not be a surprise that if you are able to provide content that better resonates with your contact, they will be more likely to engage with it.

How Long Should a Marketing Email Be?

Just like a lot of things in life…. It depends.

In general, shorter is often better. We’re all busy, and attention spans are shorter than ever. Aim for emails that can be read in about 20 seconds. That’s usually around 200 words or less.

But there’s no hard and fast rule. The key is to make every word count. Whether your email is 50 words or 500, it should provide value and be engaging from start to finish.

What’s the Best Time to Send an Email?

The truth is, there’s no universal “best time” to send emails. Again… you should know your audience better than us (well… at least for now 🙂 ) and it’s going to vary based on who they are. That said, many studies suggest that Tuesday, Wednesday, and Thursday tend to have higher open rates. As for time of day, mid-morning (around 10 AM) or early afternoon (2 PM) often perform well.

If you want to know the best time to send emails to your specific audience the answer is test, test, and test some more.

Should Marketing Email Subject Lines Be Capitalized?

Once again, there’s no definitive answer. It really depends on your brand voice and what resonates with your audience.

Fully capitalized subject lines can grab attention, but they might also come across as shouting. Lowercase subject lines can feel more casual and personal. Title case strikes a balance and looks professional.

The key is to be consistent and authentic to your voice. And of course, test different approaches to see what works best for your audience.

Want An Example?

We send off a monthly newsletter that’s mostly pictures of our pets and corny jokes but occasionally has some helpful marketing related tidbits. If you want to see how we do our email marketing, sign up for our newsletter below!

And hey, if you need a hand getting started or want to learn what you can do to improve your email marketing, we’re here to help. Let’s make your inbox work for you! Give us a call, stop by, or send us a message!