What Is Email Marketing? Learn Why It’s Important

Email Marketing has been prominent since it’s inception, never staggering even when more modern marketing formats became rampant among eCommerce marketers. 

Due to its efficiency, email marketing has become a constant provider of conversions for small, medium, and large scale businesses. 

On the internet today, there are so many email marketing courses, webinars, and conferences all over the world to aid individuals with their CRO through email.

If this digital marketing channel isn’t in your dropshipping marketing strategy, you need to start today.

What is Email Marketing?

Email marketing is the process of sending commercials to a list of people via email. It also includes using email to request business, solicit sales or donations, advertisement, etc.

It aims at driving traffic to a company’s website or to make a purchase from a salesperson.

Email marketing has improved immensely in recent times that we can now personalize content within emails and create very segmented audiences.

It’s cost-effective and thus converts. No doubt, social media, SEO, and PPC have all been useful and productive for marketers, but let’s not get carried away email marketing is powerful, persuasive, and gets e-commerce dropshipping stores excellent results.

How Does Email Marketing Work?

It works as a form of direct marketing. It uses electronic mails to communicate with your audience to improve your relationship over time.

Email marketing aims at improving conversions and customer royalty on your website for both new and returning customers.

Email marketing may have several processes, but the most crucial step is to build a mailing list of people interested in information about your business.

You can achieve this in several ways either by implementing a subscription box on your website or retrieving emails through the sales process.

Businesses that sell to customers in the EU region must follow some laid down regulations before you start dishing out emails to customers.

Once you’ve gathered a list of emails, you need to form a strategy for sharing information with these people.

It doesn’t matter what you intend sharing be it a discount code, new products, or general information about your business; an email marketing strategy ensures you don’t send duplicate contents, and you also don’t appear spammy.

When crafting an email to send to your mailing list, you should ensure to include a call to action (CTA) in the text with the use of a conspicuous button and implement a feature that’ll make forwarding to friends easy.

Always ensure you adhere to GDPR if some of your subscribers reside in the European Union.

Why is Email Marketing Important?

Let’s observe some statistics that explain the importance of email marketing. According to the Direct Marketing Association, you earn $32 for every $1 you spend on email marketing! That’s unbelievable.

Email Marketing Metrics at a Glance

There are several email marketing metrics that people use to track the success of a campaign. These metrics are as follows:

  • Open Rate
  • Click-Through-Rate (CTR)
  • Conversion Rate
  • Bounce Rate
  • Subscribe Rate
  • Unsubscribe Rate

How to Spot a Good Open Rate for Email Marketing

It typically depends on your industry, but a reasonable open rate is between 14 and 27%. If your open is lacking, then you need to try new formats for your subject lines to lure more people into opening your emails.

Another thing to look out for is to make sure your mails are not going into your subscriber’s spam folders.

There are several ways to boost your open rate, but an essential first step is to ask yourself if what you’re sending offers value.

Advantages of Email Marketing

Excellent ROI: Remember what I mentioned earlier, email marketing has an excellent ROI if done correctly. 

When you track the results of your email campaigns, you”’ discover what the ROI is and decide whether or not you need to improve the figures or be happy with your wins.

Easy To Track: If you’re using a free tool like Google Analytics, you can track the people who click through your website from your email campaigns. 

You can do this by creating tracked URLs via the likes of Google URL Builder. You can also use a third-party email tool that’ll input unique URLs and saves you the hassle.

When you send out emails, the traffic from the emails to your website will register in Google Analytics as the source “Email.” 

With everything correctly set, you can track visitors that convert or complete a goal.

Easy to Automate

Softwares like Constant Contact or GetResponse makes it possible to automate email campaigns, so you don’t have to stress to push a mail out. Instead, you schedule an email for a particular time, and it sends regardless of whether or not you’re present. 

The advantage of email service providers like these is that you get to create campaign paths that new subscribers go through that can be automated. 

So when you have a new subscriber, they will receive emails without you needing to hit send.

5 Tips for Improved Email Marketing Campaigns

1. Build Yor Subscriber List

It’s of great essence you build a mailing list that’ll relate with your content. Your recipients will start unsubscribing or stop associating with your content if you’re not actively acquiring new leads, thereby putting your campaigns on a downward slope.

For you to have a steady influx of subscribers to engage with, you can consider adding a subscription box to your website and also during the order process. You can even ask your social media followers to sign up to the mailing list.

2. Personalize Your Content

Personalizing content to the customer improves conversions and builds trust with your audience. 

Research by Epsilon ascertains that 80% of consumers are more likely to buy from you when you personalize their experience.

When it comes to personalization, there’re different ways to go about it. An example is adding a subscriber’s name in the opening of the email, or tailoring the content in an email based on the customer’s past purchases.

3. Segment Your Audience

Segmenting your audience means that you sort your subscribers into carefully curated lists. This based on psychographicsdemographics, subscriber’s marital status, or products purchased. 

If you do this correctly, you can rest assured that you’ll provide tailored content to your subscribers, which will increase conversion.

According to Campaign Monitor, Marketers who used segmented campaigns recorded as much as 760% increase in revenue. It’s a big tip to implement when your email list grows. 

4. Test and Optimize

An advantage of tracking campaign success is to use the data to enhance future campaigns. 

For example, if you discover that your CTR is below industry standard average, you consider A/B testing different subjects to find the perfect format for increasing CTR among your audience.

If you also notice subscribers that are clicking through your website but not purchasing anything, the content of your emails might not be attractive enough for subscribers to pull out their cards and buy from you.

For this, you can try adding a discount code or a limited time offer. Additionally, you can test out different CTAs and see if your conversion rate will be affected.

5. Create an Email Calendar

When you finally have a vast subscriber list, it’s time to create an email calendar. With the use of an email calendar, you can plan the campaigns to send, highlighting who they should send to, and the contents.

You can move ahead to create content ahead of time and schedule the emails so you can spend more time on optimizing your website and focus on improving sales.

Another exciting feature is that you can set up trigger emails for new sign-ups, or when a new subscriber makes a purchase. Doing so, they’ll get emails from you even if you choose to take a few days off.

Neil Patel states that “trigger emails have a 152% higher open rate than traditional emails. They’re a valuable communication tool and convert windows shoppers to lifelong customers”. Who wouldn’t want to implement it as part of their marketing strategy?


Email marketing is a complicated digital marketing channel with several areas to evaluate, ranging from personalization to CTR, to trigger emails. But one thing is sure; the content setup has outperformed it’s digital marketing counterparts over and over again in terms of being a profit-generating channel.

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