What is Email Marketing?

Email marketing is sending targeted emails to a list of subscribers or leads to build relationships, nurture leads and achieve conversions. On average, email has the highest ROI of all digital marketing channels: around 36 euros for every euro invested.

Types of email marketing

Newsletters for existing contacts, drip campaigns for automated lead nurturing, transactional emails (confirmations, reminders), onboarding sequences for new customers and cold email for new prospecting.

Email marketing KPIs

The most important metrics are the open rate, the click-through rate, the bounce rate and the unsubscribe rate. Deliverability is the absolute foundation: emails that do not arrive cannot convert either.

Personalisation and segmentation

Segmented emails perform significantly better than bulk mailings. Use personalisation by name, company and behaviour to increase relevance and lower the spam score.

Is email marketing dead?

Absolutely not. Email remains the channel with the highest ROI and gives you direct access to your audience without depending on an algorithm.

How do I build an email list?

With lead magnets, opt-in forms and valuable content that people actively want to receive. More at developers.google.com/search.

Within digital marketing, email is the only channel where you own your reach yourself.