Email marketing: definition and key terms
Definition, how it works and the terms you need to get started
Email marketing is the use of email to send promotional, informational or transactional messages to people who have agreed to receive them. It is used to attract, sell to and retain customers with campaigns that can be segmented, automated and measured.
It is also known as e-mail marketing, electronic mail marketing or mailing.
To see how it works and how to get started step by step, read our guide on what email marketing is. If you’re interested in its benefits, you can also read about the advantages of email marketing.
These messages can range from a simple “thank you for your purchase” to more complex campaigns that segment users based on their interests or behavior.
The key to success in email marketing doesn’t just lie in the message itself, but in how it is delivered and to whom.
Key email marketing terms
These are the concepts you’ll come across when you start. Each one has its own glossary entry:
| Term | What it is |
|---|---|
| Email list | Group of contacts who have agreed to receive your emails |
| Double opt-in | Two-step signup: the contact confirms their subscription from an email |
| Segmentation | Splitting the list into groups to send each one a different message |
| Autoresponder | Email or series of emails sent automatically when something happens |
| Transactional email | Message triggered by a user action: an order, a signup, a password change |
| Deliverability | The ability of your emails to reach the inbox instead of spam |
| SPF | DNS record that specifies which servers can send with your domain |
| DKIM | Digital signature that proves the message hasn’t been altered |
| DMARC | Policy that specifies what to do with emails that fail SPF or DKIM |
| Open rate | Percentage of recipients who open the email |
The importance of a well-planned strategy
One of the biggest advantages of email marketing is its ability to reach customers directly in a personal space: their inbox.
Unlike social media, where messages can get lost in a sea of posts, emails offer a more controlled and focused environment.
This gives businesses the opportunity to personalize their communication and, even more importantly, to measure the effectiveness of their campaigns accurately.
Any email marketing strategy should be well planned.
This includes:
- Clearly defining objectives
- Properly segmenting the audience
- And creating engaging content
However, you also need tools that make automation and tracking results easier.
Key components of a successful email marketing campaign
Now that we have a clear idea of what email marketing is, let’s dig into some of the key components that contribute to a campaign’s success.
Contact list segmentation
Not everyone on your email list has the same interests, needs or behaviors.
That’s why it’s a good idea to segment your list.
By dividing your subscribers into different groups based on their characteristics (location, interests, purchase history, etc.), you can send more personalized messages that resonate better with them.
In fact, segmented emails have a higher open and conversion rate.
Imagine you own a clothing store.
Instead of sending the same promotional email to all your customers, you can segment your list based on previous purchases.
This way, you can offer a customer who bought sneakers a special shoe promotion, while sending an evening wear offer to another customer who purchased an elegant dress.
Automation
Automation is one of the greatest advantages of modern email marketing.
Tools like the ones Mailrelay offers let you set up automated emails that are sent based on user behavior or at specific times.
Have you ever received an email reminding you about products left in an online store’s shopping cart?
That is a clear example of automation.
In addition, automation makes it easy to create email flows that guide subscribers through a sales funnel.
For example, a business can schedule a series of emails for a new subscriber that starts with a welcome, continues with an introduction to its products or services, and ends with a special offer.
Responsive design
With most people checking their email on their smartphones, emails need to be responsive: they have to look good on any device.
A design that doesn’t adapt to different screen sizes can result in a poor user experience and, consequently, lower click-through and conversion rates.
Make sure your emails look attractive on both a computer screen and a mobile phone.
Calls to action (CTAs)
An email without a call to action (CTA) is like a conversation without a conclusion.
Whether you want recipients to visit your website, make a purchase, or download a resource, it’s important to make it clear what you expect them to do.
CTAs must be visible, direct, and engaging.
For example, instead of just saying “click here”, you could use something more eye-catching like “Discover our latest offers” or “Get an exclusive discount”.
It’s also useful to test different CTAs to see which one gets the best results.
Benefits of email marketing
Email marketing is not only effective, but it’s also one of the most profitable marketing channels:
High return on investment (ROI)
One of the main reasons email marketing for businesses is still so widely used is its high return on investment (ROI).
The reason is simple: sending to your whole list costs little, and every campaign can be measured in sales.
This is because the cost of sending emails is relatively low, especially compared to other forms of advertising, such as social media or search engine ads.
Measurement and analysis
Unlike other marketing strategies that can be harder to measure, email marketing allows detailed tracking.
With tools like those from Mailrelay, it’s possible to see how many people open your emails, how many click the links, and which messages generate the best conversions.
This level of detail is very valuable for optimizing future campaigns.
Personalization
As we mentioned earlier, email marketing lets you personalize messages on a very deep level.
From addressing a subscriber by name to sending product recommendations based on their previous purchases, personalization significantly improves the effectiveness of campaigns.
Building relationships
Email isn’t just used for selling; it’s also an excellent tool for building and strengthening customer relationships.
By providing valuable content and maintaining consistent communication, businesses can keep their subscribers engaged and turn them into loyal customers.
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Email marketing best practices
Now that we’ve covered the key components and benefits of email marketing, let’s look at some best practices to ensure your campaigns are effective.
- Don’t buy email lists. Not only is it bad practice, but it can damage your brand’s reputation and get your emails marked as spam.
- Test and optimize. Always test different versions of your emails (subject line, design, CTA) to see what works best.
- Respect privacy. Make sure you comply with data protection laws, such as the GDPR, and always give your subscribers the option to unsubscribe.
How Mailrelay helps you with your email marketing
Email marketing remains a powerful tool in the digital marketing arsenal.
By focusing on segmentation, automation, design, and effective calls to action, you can create campaigns that not only reach your audience but also drive results.
With Mailrelay you can start for free: up to 80,000 emails a month and 20,000 contacts, with an editor, automations and statistics, plus chat, ticket and phone support on every plan.
Create your first campaign with Mailrelay
Editor, automations and statistics, with chat, ticket and phone support on every plan.