What is Email Marketing & Why Does It Matter?
Email marketing is the undisputed king of ROI when it comes to digital marketing.
Think about it: You send an email, and it lands directly in someone’s inbox. No fighting social media algorithms, no hoping your post gets seen. Just straight-up, direct communication with your audience.
If you’re not using email marketing, you’re leaving money on the table. And if you’re using it wrong, you’re annoying your audience and getting buried in spam folders.
So, let’s fix that.
In this guide, I’ll break down:
- How email marketing works
- The best free tools to get started
- How to create emails that people actually open and read
- Proven strategies to boost your conversions
- The best practices to keep your emails out of spam
- How to integrate email marketing with other digital channels
Let’s go.
How Does Email Marketing Work?
It’s simple.
- Build an email list – Get people to subscribe to your emails.
- Create value-packed emails – Give people a reason to open your emails.
- Send & track results – Measure what’s working and tweak what isn’t.
- Optimise for mobile – Ensure your emails look great on any device.
- Use personalisation – Tailor your emails for better engagement.
You can send:
- Newsletters – Regular updates and insights.
- Promotional emails – Discounts, offers, and product launches.
- Automated sequences – Emails triggered by actions (e.g., welcome emails, abandoned cart reminders).
- Survey emails – Collect feedback and improve your offerings.
- Re-engagement emails – Win back inactive subscribers.
If done right, email marketing can drive higher engagement and conversions than almost any other marketing channel.
Best Free Email Marketing Tools (With Links!)
No budget? No problem. Here are some killer free email marketing tools to get you started:
1. Mailchimp (mailchimp.com)
- Free plan: Up to 500 subscribers
- Drag-and-drop email builder
- Basic automation features
2. Sender (sender.net)
- Free plan: Up to 2,500 subscribers
- Rich templates & analytics
- Excellent for eCommerce
3. Moosend (moosend.com)
- Free plan: Up to 1,000 subscribers
- Powerful automation
- AI-driven insights
4. Benchmark Email (benchmarkemail.com)
- Free plan: Up to 500 subscribers
- Responsive templates & easy segmentation
- Great for beginners
5. MailerLite (mailerlite.com)
- Free plan: Up to 1,000 subscribers
- Drag-and-drop email editor
- Landing page builder included
Want to go pro? Most of these tools have affordable paid plans as you scale.
How to Write Emails That People Actually Open
You could have the best product or service in the world, but if your emails are boring, no one will read them.
Here’s how to stand out:
1. Write Subject Lines That Hook Readers
Your subject line is the make-or-break moment. If it’s weak, your email goes straight to the trash.
Use these formulas:
- Curiosity – “The one mistake killing your email marketing”
- Urgency – “Only 24 hours left to grab this deal!”
- Personalisation – “Hey [First Name], here’s something for you”
- Numbers & Lists – “5 free tools to boost your email game”
2. Keep It Short & Conversational
Nobody wants to read a wall of text.
Break your email into short, easy-to-scan paragraphs. Write like you’re talking to one person, not an audience.
3. Add a Clear Call-to-Action (CTA)
Every email needs to tell the reader what to do next.
Examples:
- Sign up now
- Claim your discount
- Watch the demo
The clearer the CTA, the higher the click-through rate.
Advanced Email Marketing Strategies
1. Segment Your List for Better Engagement
- Separate new subscribers, VIP customers, and inactive users.
- Send personalised offers based on customer behaviour.
2. Use Drip Campaigns
- Set up a sequence of automated emails over time.
- Keep customers engaged without overwhelming them.
3. Leverage AI & Automation
- AI-powered email tools optimise send times and personalise content.
- Automation saves time and improves efficiency.
4. Integrate With Other Digital Channels
- Use social media ads and email marketing together.
- Retarget email subscribers on platforms like Facebook and Google Ads.
FAQs
1. What’s the best free email marketing tool?
Mailchimp is great for beginners, but Sender and MailerLite offer more flexibility for free.
2. How often should I send marketing emails?
Once a week is ideal. Any more, and you risk annoying your audience.
3. How do I avoid the spam folder?
- Use a real sender name (not “[email protected]“).
- Avoid spammy words like “free money” or “urgent deal”.
- Make sure people opt-in before sending emails.
4. Can I do email marketing without a website?
Yes! Tools like MailerLite let you build landing pages without a website.
5. What’s the average email marketing ROI?
For every £1 spent on email marketing, the average return is £42. That’s insane ROI.
Final Thoughts
Email marketing isn’t dead. Far from it.
If you’re not leveraging email marketing, you’re missing out on one of the most cost-effective and powerful marketing channels out there.
So, pick a tool, build your list, and start sending emails that people actually want to read.
Got questions? Drop them below, and I’ll help you out.