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Creating an Email Marketing Strategy

diksha
May 20, 2025
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In 2024, there were 4.5 billion email users, with over 361 billion emails sent daily. According to a report, 64% of marketers consider email marketing to be a very effective method of acquiring new customers and retaining existing customers, especially for smaller businesses. Email marketing is not an old tactic, but very much relevant in today’s market. According to a study, for every $1 spent on B2C email marketing software, a business can earn at least $50 by following an effective email marketing strategy. Weak email marketing strategies will never yield desired results. A successful email marketing campaign begins with a strategy.

Types of marketing emails

Email marketing uses email as a tool to promote a brand’s strengths, unique selling proposition, services, etc, to enhance brand awareness and boost loyalty. It helps in attracting new users and retaining existing customers. There are many types of emails, depending on your goal.

Welcome Email: Welcome email is the first interaction between the brand and a new subscriber. It helps in building strong and positive relationships. It gives an opportunity to the brand to greet new subscribers and inform them about their company.
Lead Nurturing Email: Lead nurturing emails help in guiding the customers through the sales funnel and encourage loyal commitment. The purpose of this email is to provide relevant and engaging content to leads at different stages of their journey, which addresses their specific requirements and demands. By using personalisation and targeted messages, you can build meaningful relationships with customers.
Re-Engagement Email: The purpose of Re engagement emails is to reconnect with inactive subscribers and evoke their interest in the company’s products and services. You can use these emails to enhance engagement rate,and reduce email list attrition. You can offer incentives and personalized content etc to the target audience.
Newsletter Email: It helps in communicating the latest updates, industry trends, engaging content, etc to your subscribers on a regular basis. It helps in keeping your users informed, engaged, and connected with your brand.
Dedicated Email: These emails are designed to highlight a single product or service to the target audience. If you want immediate action, like purchasing a product, then you must create a focused and targeted email with relevant and impactful content. It should contain an actionable call to action (CTA) to drive engagement and conversion rate.

Email marketing strategies

Here are some of the strategies that you use to enhance your email engagement and conversion rate.

Define Target Audience: Understand your target audience’s needs, demands, etc. It is important to know your target audience because it helps in understanding what type of content will work. Understand your audience’s demographic, age, location, etc, before making a strategy.
Goals: Goals mean aligning a value behind each email and avoiding being spammy. Your goals should be measurable and help you in achieving the larger goal.
Email Marketing Platform: An effective email marketing platform helps in fulfilling your goals. It helps in streamlining your process of sending out emails and assessing the effectiveness of your email campaigns.
Campaign Type: Ideally, your email marketing campaign should contain one call to action (CTA). It contains a set of targeted emails to engage customers over time. It is important to identify your preferred campaign type because it will help you in reaching relevant customers. Consider your goals and type of audience to select the most appropriate campaign type. Some of the campaign types are newsletter, blog updates, promotional, etc. For example, if you want to inform your customers about an interesting industry insight, then you must select a newsletter.
Email list: When you assemble your email list, you assemble your target audience. You should not buy an email list, as it will not yield desired results. You can build an email list by using the existing email list of your company, using customer relationship management software, using gated content, and you can request email addresses from social media. Make the opt-in option easy so that users can easily subscribe to your email. Ask all the interested individuals from your social media, etc, to gain their email IDs.
Segment List: Segment your customers into different groups. Creating these segments helps in customizing the emails. When creating a segment, you must notice the differences between your customers and how you can create a target audience. You can segment your audience on the basis of demographics, geography, PAG purchases, etc.
Creation: The content of your email will compel the users to take a desired action. You must include an actionable CTA because it will help you in fulfilling your goals. You can customize your content for different segments. Try to capture the attention. It also helps in fulfilling your goals and enhances sales. Your subject lines should be engaging because many people decide to open an email after seeing the subject line. According to a study, by creating personalized email subject lines, email open rates can increase by 26%.
Test: Since email marketing is not too expensive, you can use this to test various elements of your site. You can run different versions of the same test. It also optimized your email. By using A/B testing, you can measure the results of your emails.
Managing Result: By measuring key metrics, you can understand how engaging your email is. You can monitor the performance of email by measuring unique open rate, click-through rate, unsubscribe rate, bounce rate, unique visitors, etc.

Future of email marketing

Email marketing continues to remain important for businesses. By embracing AI-powered personalization, marketers can understand customer behaviour and optimize email content for better results. By using hyper-personalization, we can create behavior-based campaigns to boost engagement and loyalty. According to a study, people are 82% more likely to open a personalized email. We can also expect more interactive elements such as embedded videos and AMP emails. Businesses will also optimize for voice search, and all these things together can help in drafting meaningful and relevant emails. Techniques like chatbots won’t be left behind. To stay relevant in the future, you must adapt to new technologies and trends, prioritize customer needs, and deliver valuable content to customers.

Start building your email list today and excel your email marketing strategy. To make your digital presence more meaningful and impactful, use the digital solution provided by Lumia 360 to enhance your online reputation and engagement rate.