Email marketing guide: how to use this tool to relate to your leads and customers

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Well in advance of the social networks , e-mail marketing was already a tool used by entrepreneurs and brands to maintain a relationship with your customers, alert them to news / promotions , and support.

But is that after many years of use, this tool still has the potential to generate new business? The curt answer is yes, provided you know how to create and optimize your campaigns.

The e-mail is democratic (most people have an account, even if the work), it is simple to automate, and be cost-effective.

In today’s text, understand what is e-mail marketing, the strategies that work best and how to use this tool to grow your business!   

What is email marketing?

The e-mail marketing is nothing more than the use of email to promote products and services.

To send them, you need the authorization of users, which can be explicit when he signs up for one of his lists, also known as opt-in consent, and implicit, that’s when it gets some of its products.

Email Marketing - Image example of opt-in)

(Example opt-in)

Because it is an authorized communication beforehand, the user can unsubscribe from your list at any time, if you feel that content is no longer relevant to him.

Many marketers argue that the list of e-mails is the main asset that entrepreneurs can have, since they concentrate people who have already shown interest in the brand and therefore are closer to take action.   

Advantages of using email marketing

With most brands entering the social networks, many people predicted that the email would no longer be used. But the move was just the opposite. Excess noise and the restrictions imposed by other channels did email the perfect medium to communicate with leads and customers.

Think of Facebook, for example. Currently, the network restricts the scope of its academic publications for about 1% of its total audience. This means that even if you update your page frequently and is dedicated to creating quality content will still need to use other tools so that the message reaches its customers.  

Already in the mail, it does not. If people have registered to receive your content, your emails will direct to the recipient’s Inbox, unless, of course, you are barred for some filter SPAM (do not worry, because we still talk about the best practices to create and send an e-mail).

Meet other advantages of adopting email marketing in your strategy.

Everyone has email

Not everyone has a Facebook profile, but most people have an email account, even if it is bound to work.

The reason for this is simple: all the services offered online (Uber, Netflix, Spotify, etc.) require an email account to register. The e-mail is also required to buy   e-commerces and create profiles on social networks, as a way to prove that you are a person and not a machine and thus make the internet a safer environment.

In short, everyone who has social network has an e-mail, but not everyone who has e-mail has social network, so you will reach more people use e-mail marketing.

It is an inexpensive tool

The e-mail marketing is inexpensive when compared to ad campaigns, for example.

You need only hire a shooting tool that will do the work for you. Most of them has several template options to personalize your communication.  

easily measured

The e-mail marketing has several indexes that serve to measure whether the campaign was successful or not, as the opening rate, click rate, unsubscribe rate, etc. From this information, you can make tests in the subject and body of the email to find out what works best for your audience.  

It works for all business models

What the Producer, the Affiliate, the owner of e-commerce and digital influencer have in common? All they need to speak to your audience and keep her interested. Therefore, email marketing is a tool that works for all business models.

You can target your audience and schedule an e-mail after providing content for the different stages in your lead is. Segment is nothing more than “separate” their customers based on their preferences and similarities also more on this in the text.  

As your user realize that you know your pains and desires, the more it will engage.     

Email Marketing - infographic with email marketing statistics

Check out other statistics in the blog of Hubspot (English text).

How to build your contact base: what to do and what to avoid

It does not help write good emails if you are communicating with the wrong audience.

There are some strategies you can put into practice to increase your email base and ensure that only users remain there who are really interested. We’ll talk a little below them, in addition to showing the most common mistakes.

Having a blog and keep it updated

Create a list of e-mails is an “ant work” and may take time until you have a committed basis. The first step to attract these users is to show what they gain in return, in which case your content.

Our tip is that you have a blog and keep it updated. This is a way to show their work and build authority in the niche in which you act. For this you need a content aligned to the expectations of his persona , and a continuous work optimization of your page for search engines, known as SEO (Search Engine Optimization).  

Something that can be done to “speed up” the process is to seek partnerships with blogs and websites covering the same topic you propose and exchange of guest posts. The aim of this strategy is to attract readers who have interests similar to your target audience and increase the amount of referencing links to your content.

You can also create ad campaigns , directing people to your blog. But it is noteworthy that the amount of traffic is not the same as leads generated. If your visitors to your page and not find content that is relevant, it is unlikely that they want to leave the e-mail.  

Have a newsletter

Following the same line of the blog, it is also interesting that you have a newsletter to strengthen the relationship with its base. Through this tool, you can share information relevant to your audience and updates to your other channels.  

First of all, it is important to remember that the newsletter is not the same as the promotional e-mail, so it should never be focused on sales but on creating value for those who are getting.

Look less for you and your product and think about the type of information that the reader would like to receive, which can be useful and help you solve a problem.  

Offer rich materials

Rich materials are more extensive and in – depth content than a blog post, such as e-books and infographics. As in previous examples, they are excellent to generate value to your followers and nurture a relationship with them.

One example for you to understand how the rich materials: A digital entrepreneur who has an online course about fashion can create an e-book on how to dress for a job interview and freely available.

“But why free?” Maybe you’re wondering.

It sounds counterintuitive, after all, does not generate income, but you need to think of the amount of people who will register for this content, because these users can become customers in the future, if the e-book to add value to their lives.

Let’s another example. When any website or application offers you a free service in exchange for you to try it, what is your reaction? Or you suspect that and denies or gives their contact information in exchange for the opportunity, right?

Over time, when you know the best service, you feel more confident to pay for it and even to recommend it to friends.

This is what we call mental trigger of reciprocity, which is when an entrepreneur or company offers a product without asking anything in return, and you feel inclined to reciprocate that “favor”.  

Realize that even not paying, the lead can still bring some financial return for the company?  

To make the rich material, you can create a landing page using one of 11 tools that recommend one of the blog posts.

What to avoid  

Purchasing lists of others

A classic mistake of entrepreneurs is to buy a list of emails ready, because they have no patience to build a base from scratch.

This is not only unethical, as does not bring financial results or visibility simply because those recipients have never shown interest in you or your product.

Do not make clear how one can unsubscribe from your list

The more you create good emails and deliver value to your audience, always have a user who does not want to continue receiving your messages, either by the frequency with which they are sent, either because they do not want to have contact with your brand at the time.

According to Article 2 of the Self-Regulatory Code of practice E-mail Marketing , part of the company’s obligations to clarify the optout button for the user to exercise the right to unsubscribe recipients of its base.

email marketing - image with the option to unsubscribe

(Unsubscribe option)

But do not worry, because users who find its really valuable content will remain on your list of e-mails, and you can still use the responses of those who descadastraram to optimize their funnels.

Send content without targeting

The list of e-mails is not homogeneous, there are several user profiles, from the person who just sign up, even one that has already made a purchase. These people are at different stages in the buyer’s journey, therefore, need content aligned to their needs.

It is also important to consider the demographic profile of your contacts. A user under 20 years should not be bombarded with life on campaigns in old age, as well as a male lead is not the most suitable public to receive e-mail marketing advertising products for motherhood.  

Target your content to show your customers that you really bother to deliver something that is relevant to them, which consequently increases the engagement of their base.

Segmenting your list

To segment your list, you’ll need some information from your lead and a good marketing automation tool. Be sure to use opt-ins forms with only the data you need that user at first, and include data from research.   

You also need to draw your funnels emails before you start shooting. If you want to create a special campaign for Mother’s Day, you must define how many emails are sent, for what purpose and in what period of time.

This user did not purchase on Mother’s Day can go back to another funnel to get offers than about motherhood, after all, this is not his only interest.

It seems a lot of information, but do not despair!

Most email tools enables shooting segment your list, make sending messages, and deliver metrics performance of its automated fashion campaign.

Targeting types

demographic profile

The simplest way to segment your list is using the demographics of your customers and potential customers, such as age, gender and location. Enjoy all the interactions to feed your contact base with information about the interests of its leads.  


The user behavior on your page says a lot about the type of information that may be relevant to him. Monitor the most common questions from customers and identify the degree of interest they show for their products and services, to create specific campaigns for every need.  


This form of segmentation is based on the metrics of their previous campaigns. Perform A / B testing to find out which titles convert more, which email had more clicks and which generated more sales results.

What is nutrition leads and how to put it into practice in their email marketing campaigns?  

Nurture leads means maintaining a relationship with potential clients until these users feel safe to make a purchase.

The technique is to send an e-mail sequence with relevant content to the stage where the lead is in the funnel, in order to establish his authority in that segment and show that your solution is ideal for the problem that the user experiences.

This process starts right at the email welcome when someone signs up for a newsletter or download a rich material. It’s almost as if the company were saying, “Hey, I’m here if you need help.”   

To create a stream of leads for nutrition, you need to know what your goal is, who his persona and set content to be delivered at each stage. Remember that this flow can be changed throughout the campaign, as you realize what are the emails that are performing better.

Recently, we talked about leads nutrition , we suggest you read the text also after end here.

What types of e-mail you can send?


The newsletters are newsletters sent periodically to all your contact base or to those who have expressed interest in receiving it.

Promotional emails

Promotional E-mail is one whose objective is to promote a promotion or product. It can be used both as paid products to rich materials. Unlike newsletter, emails are focused on conversion and require a player’s action.

Transactional Emails

Confirmation of payment, refund request, download confirmation, password exchange, the free trial end are transactional emails examples.

E-mail nutrition

They are e-mails in order to advance the lead to the next step of the sales funnel. They can also be used to retrieve users who are not yet engaged.

Best practices for email marketing  

You only know if your email marketing campaign is good when testing it, but there are some practices you can observe when creating your emails, such as:

1. Be informal  

No one wants to feel like you’re talking to a robot. And we’re not talking just to talk the user name at the beginning of the email, but use a language closer and address the pain and issues that are of interest to your persona.

2. Be content to offer

Create a flow to your emails is essential to know what type of material you can offer.

Suppose you used an e-book as digital offer to your list, which will be the next step? Does this user would like to receive an infographic on the same subject?

Predict this journey is important because you need to have them ready rich materials when an opportunity arises to send them. This reinforces his authority on the subject and helps maintain its “hot” list for you placing an order.

3. Have a CTA in all emails

The call to action is essential to guide your users about the next steps and is essential in all the emails you send, regardless if it is on a free or paid offer.

In the case of a newsletter, the CTA must indicate the reader to pages where it can find more in-depth content on that subject.

4. Create flashy titles

Many people defend the title accounts for 90% of the results of your email marketing, after all, if one is not interested in the subject, it will open even to read the rest. So spend the time you need to create good titles for your email.

A good title should entice the curiosity of lead and foster urgency because you want the user to open the e-mail once we receive it. For this, there are the mental triggers .

Another tip is that you use terms that arouse immediate connection between the message and your product. Thus, the recipient is not in doubt if the email is reliable.

5. Avoid long texts

It is no secret that the mobile has grown in recent years. Nowadays, anyone has a smartphone, and more than half of the population accesses the mobile Internet. This number is even higher among young people .

Because of this, it is obvious to conclude that people who read your emails are making it smaller screens. To follow the trend, you should avoid too long texts and insert some breathing spaces between the information, preferably with pictures.

This not only makes the most original email, but also contributes to the experience of its members.

In which indexes you should pay attention?

Nothing is so good that it can not be improved. So, track the performance of your campaigns is critical to optimize the next shipments and ensure even better results. Check out the rates at which you should keep an eye.

click rate

The click-through rate is the public who clicked on the body text links. If you are trying to sell a product, the click-through rate is the number of people who read the email and went to the sales page .

Conversion rate

The conversion rate is the percentage of recipients who clicked on your link and completed the action you expect of them that can be download content, buy a product, sign up for a course, etc.  

cancellation fee

The cancellation fee is the users who have requested to be removed from your list. For an email marketing campaign to be considered good, the cancellation fee must be less than 1%.

These metrics, when taken together, help to determine whether the content you are delivering is appropriate for the audience you’ve targeted.

What a good e-mail marketing tool should contain?

1) Simplicity to tinker

Do you have any HTML knowledge to create your emails? If your answer was no, then you need an intuitive and easy-to-operate, preferably with the option to click and drag (drag and drop).

2) Return configuration

To send e-mail marketing you must have an authenticated domain, as this helps to provide credibility to the message. Make sure that your tool allows you to configure your own domain as the sender for their campaigns, so it’s easier for the users to associate that content to you.  

3) High delivery rates

A good email marketing tool ensures that the email will be delivered directly to the inbox of the user and will not be barred by SPAM filters. Search for the opinion of other service users to know how much it is reliable, and choose the one with the highest delivery fee.

4) Basic Management

Your platform should manage automatically sending mistakes and withdraw from his invalid emails base, so you do not revise the list whenever you send a new campaign.  

5) Targeting Options

Segmentation allows you to be more assertive to direct your content. The chosen shooting tool must have different filters to divide your contact list based on age, gender, location, interests, etc.

6) template Options

This criterion is essential for a more personalized communication, which also helps to spend more credibility to the recipient.  

7) Measurement and Results

Your email tool must deliver complete results of the performance of their campaigns, as this information will be essential to optimize the next shots.  

8) Optimized Support

Regardless if you are starting to create campaigns now or now works with email marketing for some time, possibly arise any doubts about the platform. And nothing more frustrating than to contact the support service and take days to be answered.

Search for reviews from other customers to identify the company with the most efficient support. Our tip is to find something that you also do service via phone, as this optimizes the response time.

If you do not speak other languages, choose multi-language tools for communication with the service provider is more effective.

9) Quick Export contacts

It may be that at some point, you need to have your e-mails at hand. Look for tools that allow you to export data to a file and download quickly and intuitively.  

10) A / B testing

The A / B testing is to create more than one version of an e-mail and vary elements such as subject, message and call to action. They are important to better understand your audience and optimize your email marketing strategy.

11) preview option

The same message can have different views according to the user’s e-mail device or provider. Therefore, it is important to check the preview of your email before you send it.

12) Integration with analysis tools

shooting tools integrated with Google Analytics let you know the impact of their email marketing campaigns on your page traffic, which is critical to know whether it is worth continuing to invest.

13) Cost benefit

The e-mail marketing is already a quite economical channel, so the price should never be the only difference in the time of choice. Study various proposals to find the one that suits you best, taking into account all the criteria that we mentioned in the text.

Step by step to create a marketing email  

Is it really necessary to hire an automation service to send your emails?

The answer is yes: in addition to save you time, the financial return of outgoing emails is almost guaranteed.

We know that after reading this you still need some time to absorb the information, so we share a complete video tutorial teaching you how to create your first list of email in Mailchimp, which is one of the most used tools in the world and It offers free plans for beginners.

It is important to keep in mind that the free option has some limitations to the amount of e-mails, so evaluate whether the plan offered by them meets your needs.

Ready to put to work? Also learn  How to use email marketing to retain customers