Email marketing means sending useful emails to people who have agreed to hear from you. Build a permission-based list with a valuable sign-up offer, send a welcome sequence, share regular helpful newsletters, segment by interest, automate key messages, write clear subject lines, and track opens, clicks and conversions. Always make unsubscribing easy.
Why email still matters
Social media reach depends on algorithms. Email reaches people directly, and you own the list. For education, services and e-commerce, email remains one of the most cost-effective marketing channels.
Build a list with permission
- Offer something valuable for signing up: a guide, checklist or free lesson.
- Use clear sign-up forms on your website.
- Never buy email lists.
- Be clear about what people will receive and how often.
The welcome sequence
New subscribers are most engaged at the start. A simple sequence:
- Welcome and deliver the promised resource.
- Share your story and what you offer.
- A helpful tip or case study.
- A clear invitation, such as booking a free demo.
Newsletters
Regular emails should be mostly useful: tips, guides, stories and updates, with occasional offers. A good rule is to give value most of the time.
Subject lines
Clear beats clever: "5 Excel formulas every accountant uses" is better than "You won't believe this!". Keep them honest.
Segmentation
Send relevant content to relevant people: parents interested in kids coding should not receive ACCA exam tips.
Automation
Trigger emails based on actions: sign-ups, enquiries, purchases or inactivity. See automating lead follow-up.
Measure
Track open rates (with caution, as privacy features affect them), click rates, conversions and unsubscribes.
Compliance
Include a physical or business contact and an unsubscribe link, follow data protection laws in your customers' countries, and honour opt-outs quickly.
Frequently asked questions
How often should I send emails?
Consistently, at a rhythm you can maintain with good content, often weekly or fortnightly.
Which email platform should I use?
Many platforms offer free tiers for small lists. Choose one with automation and good deliverability.
Why do my emails go to spam?
Common causes include missing domain authentication, purchased lists, spammy wording and low engagement.
