The Complete Email Marketing Guide for Beginners

Did you know that there are 3 times more email accounts than Facebook and Twitter accounts combined? Or are you 6 times more likely to get clicks from emails compared to Twitter?

As a savvy marketer, you may have seen reports showing that email has the highest return on investment of all marketing channels available, and you may be eager to start using it to increase sales and revenue for your business.

But how do you start? What steps do you need to take to get your email up and running and ensure the success of your campaign?

In this guide, we will walk you through the process of getting started with email marketing to help ensure the success of your first campaign.

Step 1: Establish your goals – Email Marketing

It can be tempting to simply sign up for an email marketing tool such as Campaign Monitor and start sending out your first campaign.

However, before taking action first, it’s worth taking a moment to think about your goals and what you really want to achieve via email, as this will determine the type of campaigns you send, the audience, what’s included, and your approach Measure success.

Email should be an important part of every digital marketing plan because it can effectively promote conversion and build brand loyalty.

Marketing Plan Example—Sample Marketing Plan Template 

The key to establishing the right goals for your email marketing plan is to align it with the company’s broader marketing goals and KPIs. The goal is to promote the new registration of the product?

Does your sales team have new leads? Are there more participants in your event? Increase donations for your business? Email marketing is the most powerful channel for influencing your audience and can be used to achieve many different goals, so it’s worth spending some time thinking about what you want to achieve with it.

To help you determine your goals, here are some examples of how Campaign Monitor customers use email marketing:

BuzzFeed – The popular news and entertainment website earns revenue by selling ads on its website, so the main goal of its marketing team is to attract more traffic.

With this in mind, BuzzFeed regularly sends out email press releases that contain links to stories on its website, with the goal of increasing the number of visits they receive each month and increasing the revenue they generate.

Rip Curl-The global surfing brand generates revenue by selling wetsuits, T-shirts, shorts and other surfing goods. The goal of their marketing team is to increase sales, so they use email to promote the new products they are launching in an attempt to attract people to their online or physical stores to buy these products.

UNICEF-a global charity organization provides humanitarian aid and assistance to mothers and children in developing countries around the world.

The success of their digital marketing team lies in donations, so they use email marketing to reach the donor community, educate them on UNICEF’s ongoing assistance projects, and request donations.

SXSW, Inc.-This streamlined organization organizes some of the most famous events in the world, including the annual SXSW Film, Music and Interactive Festival held in Austin, Texas.

The goal of their marketing team is to increase ticket sales and attendees for these events, so they use email marketing to keep subscribers up-to-date and attract new artists and speakers to join.

Soho HouseThis prestigious membership club is a regular gathering of celebrities and media tycoons from all over the world. The goal of their marketing team is to keep members participating in club activities and regularly use the facilities, so they use email marketing to keep members up to date on the activities and features they can participate in.

As you can see from these examples, the goals you plan to achieve via email before you start sending will make it much easier to determine what to send and to whom, and help you create focused, high-performance email campaigns for your marketing aims.

The Complete Email Marketing Guide for Beginners

Step 2: Build your email list

Now that you have determined your goals and what you want to achieve from email marketing, it’s time to build an email list, and you can start sending campaigns with these goals.

You can build an email list in two different ways, but the correct method for each campaign actually depends on the goals you established in step 1.

Import a list of known contacts

If you plan to use email to keep in touch with existing customers, you can build an email list by importing the details of your existing customers into your email marketing tool of choice.

For Campaign Monitor customers, you can manually upload an existing list (for example, from an Excel file), or you can connect a Campaign Monitor account to the tool where the customer data is located (for example, CRM, accounting, e-commerce tools, and hundreds of tools).

Other ), and automatically synchronize your customer information to your Campaign Monitor account.

However, before importing any contacts, make sure you have sufficient permissions to send emails to these subscribers. If you are not sure, please check our permissions guidelines or contact our support team, as they are happy to chat with you to get permission and upload your list.

Build a new list from scratch – Email Marketing

If you plan to use email to communicate with audiences who may not have used their email addresses, you need to start capturing email addresses and building lists from scratch.

Fortunately for you, there is a two-part formula that can be used to build your email list, and many of the most successful email marketers around follow this formula. The formula is:

A valuable incentive + simple subscribe opportunities = large email list

Although a bit simplified, this is just logic. No matter how many subscription opportunities you offer visitors, they are unlikely to take action without valuable incentives.

And, no matter how good your incentives are, if you want them to join the list, you still need to simplify people’s subscriptions. The real question is, what causes the amazing incentives? And how to make the subscription list very simple and easy?

Although this is covered in more detail in our email list building guide, there are some incentives you can use to induce people to join your email list:

Eye-catching content – ​​If you have a blog or generate content on a website, you can send the best content to subscribers via email, which is a powerful motivation for them to join the list.

First-order discounts – If you sell items through an online store, then if people subscribe to your email list, you can offer discounts for their first-order discounts.

Not only does it encourage people to subscribe, but it also motivates them to buy. Free or express shipping upgrades-Providing free or upgraded shipping when customers purchase is a huge motivation to add to your list.

This offer is not only highly relevant (especially the offers provided during the checkout process), but it can also deliver the desired products to them faster, which is also a powerful motivation for people to subscribe.

In addition, the other part of the equation provides many simple subscription opportunities because it makes it easier for people to choose to join.

Although the type of subscription form you use will depend on the incentives you provide, here are some suggestions:

Header Bar

The title bar is at the top of your website and contains a call to action that encourages people to join and a form for entering your email address.

Campaign Monitor customers can easily add the title bar to their website using tools like Hello Bar and SumoMe, and any email addresses you capture will be automatically added to the selected list in your Campaign Monitor account.


The slider is a small box that “slides in” to the bottom corner of your website and contains a call to action that encourages people to subscribe and a field for visitors to enter an email address.

The scroll box (part of the SumoMe tool suite) is an excellent tool for this setup on your own website. This simple tool allows you to easily customize the slider and insert it into the website, and integrate directly with Campaign Monitor to enter all captured email addresses into the list.

By following the email list building formula above, combined with valuable incentives and outstanding subscription opportunities, you will find it easy to build new audiences to send email marketing campaigns to.

Top of Sidebar

If your site uses sidebars (usually used in blog and article segmentation), this is the ideal place to embed opt-in for user lists. Ideally, you want to choose to add to the top of the sidebar above the fold to ensure maximum visibility and make sure to see it first.

This is most effective for the right-aligned sidebar, because it takes advantage of users who scan content in the “F” mode, so that they put your opt-in CTA first and centered upon entering your website or blog/article position.

End of Post

When visitors read your content from start to finish, you can assume that they like to read it. So, why not require them to register to make sure they never miss the upcoming content?

Opting in after publishing is a good place to attract users. In this space, brands rarely include calls to action except for telling readers to comment and share.

Instead, you can choose to join the visual appeal of the newsletter. If you provide a content upgrade in the context of a related post (on the subject), you will definitely see an improvement in conversion.

By following the email list building formula above, combined with valuable incentives and outstanding subscription opportunities, you will easily build a new audience for your email marketing campaign.


Although some people may view pop-up windows as annoying and annoying, countless studies and tests show that pop-up windows are effective. There are a few things you need to do to create an effective pop-up opt-in program without disappointing the audience:

  • The right value offer
  • A strong call to action
  • Timing

Time is the one to pay attention to. A pop-up subscription that is displayed when a reader completes an article or scrolls about 3/4 of the page is much more likely than a pop-up conversion that is triggered on every page of the website when the visitor arrives.

Some websites only display the lightbox opt-in that is triggered when the user displays the intention to exit (move the mouse cursor outside the browser area).

The New York Times best-selling author Neil Patel (Neil Patel) tested the intention to quit, which resulted in a 46% increase in conversion rate. Try to use the message and timing of lightbox ads to find out what brings the highest conversion rate for new subscribers.

Step 3: Select the type of campaigns you want to send

You can send email marketers for multiple marketing campaigns to subscribers, and the type you choose actually depends on the goal you established in step 1. Let’s take a look at the different types of campaigns and how they can help you achieve your email marketing goals.


Email newsletters are regularly distributed email campaigns, usually related to a major topic. Campaign Monitor client AirBnB regularly sends important newsletters to its network of freelance photographers.

As you can see, the campaign is sent once a month and contains content around a specific topic: photography tips and stories. If your goal is to stay in touch with a list of people you already know (i.e. existing customers), a newsletter is the ideal type of advertising campaign.

It will make your business and products the primary consideration, and bring people back to your website. To learn more about the key elements included in the email newsletter, check out our blog post on the perfect email newsletter.

Marketing Offer

A marketing offer email is essentially any activity you send to get a direct response. This can take many different forms, including: Show some of the latest inventory and encourage people to buy sports Advertising campaigns that provide discounts or special promotions for your products or services.

Step 4: Create your first campaign

Now that you have determined your goals, established a certain audience, and selected the type of campaign you want to send, it’s time to start building emails.

Email tools such as Campaign Monitor make it very easy to create beautiful email marketing campaigns, but you should know some basic knowledge to ensure you get the best results from each campaign.

Structure your campaign for easy reading

Studies have shown that the average attention span of adults is 8 seconds. In such a short time frame of attention, you can assume that people are not reading your ad campaigns word by word, but browsing them to find interesting content.

Therefore, writing long and text-intensive email campaigns is not the best approach. You need to build an email structure to help people read your content and at the same time guide them towards the email call to action.

Use Images and Visuals to Boost Engagement

In the pyramid model example above, most of the email is visible with minimal text. Ideally, you want to avoid walls or text blocks. This is because the visual effects of videos and images are more eye-catching.

They are also more memorable and help make the content stand out. In fact, research shows that people can recall up to 65% of visual content after three days, while only 10% of text-based content.

People also follow visual instructions, which is 32% better than written instructions, so it is best to use visual effects when guiding readers to take the required actions.

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