A Super Simple Beginner's Guide to Email Marketing: Step-by-Step

A Super Simple Beginner's Guide to Email Marketing: Step-by-Step

Email Marketing has existed for a very long time, and for good reason. It regularly outperforms all other marketing channels when it comes to interacting with prospects, nurturing them, and converting them into customers.

In this tutorial, we'll walk you through the full process of setting up your email marketing funnel so you can create leads and sales 24 hours a day, seven days a week.

What is Email Marketing?

Email marketing is a type of marketing in which people use business emails to create relationships with their customers and sell them items or services.

With an effective email program, you can keep your audience informed and involved with your company and its services. It will also assist you in converting window shoppers into consumers and one-time buyers into brand champions.

Despite the reality of email marketing has been doing it for a number of years, it still generates a high return on investment for millions of businesses all around the planet, making it one of the most powerful digital platforms.

The Importance of Email Marketing

We've answered the most basic topic, what is email marketing, but we haven't yet discussed why email marketing is so crucial to your organization.

Considering the growth of social media and unsolicited phishing emails (and it's never a great way to advertise), email remains the best medium for nurturing leads and increasing customer retention.

There are a number of reasons why email marketing should be one of your top objectives:

  • When compared to other marketing mediums, it is less expensive.
  • It demonstrates a higher return on investment (return on investment)
  • It facilitates the acquisition of new customers.
  • Integration with other communication channels is simpler.
  • Assists in the creation of customized and targeted messages.
  • Assists higher-intent clients in engaging with your company
  • It assists in reaching out to broader audiences as well as smaller targeted groups.

Benefits of Email Marketing

The Most Important Advantages of Email Marketing Before you decide to engage in email marketing, it's a good idea to learn about the advantages. These are 11 of the most compelling reasons why email marketing is the most effective way to promote your business online.
  1. Low cost, 
  2. Full control, 
  3. Precision, 
  4. Ease of use, 
  5. The preferred marketing medium, 
  6. You can reach mobile device users, 
  7. Email is an owned medium, 
  8. Targeted and personalized communication, 
  9. Easy to measure results, 
  10. Fully automated, 
  11. Excellent return on investment

What Is The Average Email Marketing ROI?

Email marketing offers a 38:1 average return on investment, according to a DMA poll from 2021. According to studies, investing $1 in email marketing will yield a return of $38. 

Of course, this is a rough estimate rather than a specific figure. A number of factors will influence your business's return on investment, including:
  • your email list's size and quality
  • relevancy of the content
  • copywriting and design
  • Is the call to action clear and persuasive?
One of the really major benefits of email marketing is that it allows tracking results and presenting statistics to demonstrate ROI. This is especially important if you will not have a high marketing budget and must base all of your decisions on facts.

What is The Best Way to Calculate The ROI From Email Marketing?

In most circumstances, determining the financial return for your email marketing efforts is straightforward. Consider the following scenario: you made $100 in sales and spent $30 on an email marketing campaign.
The following is how you'll calculate the return on your campaign:

How to measure email marketing ROI

That's a straightforward method to demonstrate your accomplishment and secure further funding for future initiatives. Other costs, including your staff's effort or the associated with producing the items you're offering, will certainly enter the picture.

Choosing The Best Email Service Provider

Before we get into the specifics of how to build up a successful email marketing campaign, let's talk about email marketing services and whether or not you actually need one.

So, do you really require the services of an email marketing software provider?

In a nutshell, no.

In principle, you could perform all of the individual tasks on your own, such as creating signup forms, developing email templates, segmenting your audience, and even sending emails, without using any email marketing services.

This approach, however, would be both resource and time-intensive. Furthermore, there are other technical components of email marketing that most marketers are unaware of. 

For example, how to build email templates that look good on a variety of devices and email clients. Or how to deal with bounces and spam complaints without being flagged by spam filters.

The good news is that the majority of popular email marketing platforms come with powerful tools and in-house teams of specialists who can help you launch your marketing emails with ease and confidence.

So, let's take a look at three of the most prominent email marketing software companies and what they have to offer.


GetResponse, like other comparable products, began as an email marketing service and has since developed into an all-in-one marketing solution.

It not only has all of the tools you'll need to generate and send marketing emails, but it also includes features that will help you expand your email list, segment your audience, track your campaigns, and conduct automated campaigns using email automation.

It also allows you to create a company website, engage with your audience via live chats, host webinars, send transactional emails, activate online push alerts, and even send SMS to your contacts.

Features to look for:
  • Email marketing and email automation are tools that can assist you in creating and sending emails.
  • To assist you to develop an online presence and grow your mailing list, you can utilize registration forms, a website, and landing pages.
  • To assist you to reach your audience through different channels, use live chats, web push notifications, and SMS.
  • If you're an eCommerce site that needs everything in one place, transactional emails are the way to go.
  • Conversion funnels are required if you really want to offer digital products and build sales funnels.
The cost of GetResponse is determined by the size of your email list as well as the services you want to employ.
  • Basic: $15 per month for up to 1,000 members on an email list.
  • Plus, an email list with up to 1,000 subscribers starts at $49 per month.
  • Professional: starts at $99 per month for a 1,000-subscriber email list.
  • Max: For transactional emails, migrations, dedicated support, and custom pricing is also available.



The most well-known tool is certainly Mailchimp. And, like GetResponse, it began as an email marketing service before evolving into a solution with a slew of additional features that small business owners will appreciate.

It will assist you in growing your email list, managing your contacts, creating templates, and manually and automatically sending messages.

Features to look for:
  • Email marketing and automation to assist you in sending emails
  • Ready-to-use integrations that make working with other marketing products easier.
  • If you don't have a budget, there is a free account that will help you get started.
Mailchimp offers a free email marketing service.

Paid Plans:
  • $9.99 /month for up to 500 contacts with Essentials.
  • Standard: $14.99 for up to 500 contacts each month.
  • Premium: $299 /month up to 10,000 contacts.
You can also use an email credit plan to pay as you go.

Constant Contact

Constant Contact

Another well-known email marketing service that you've probably heard of is Constant Contact.

Since its inception 16 years ago, it has expanded its services beyond email marketing, creating tools such as a landing page builder, website builder, and SMS.

Despite the fact that many small businesses use Constant Contact on a daily basis, some of the evaluations we've seen suggest that the platform is slightly behind its competition and is less cost-effective than other platforms.

Features to look for:
  • Features for email marketing and email automation that will assist you in sending email campaigns
  • Contact segmentation and filtering will assist you in better targeting your audience.
  • Signup forms and websites that will assist you in growing your mailing list
Constant Contact's email newsletter software comes in two price ranges, with the first based on the size of your email list, as with other products.
  • Email: Unlimited sends and 0-500 contacts for $20 per month
  • Email Plus: Unlimited sends and 0-500 contacts for $45 per month

Choosing The Best Email Marketing Service

We've just looked at three tools, but as you're probably aware, there are a lot of email marketing platforms out there.

To select the one tool that will work best for your situation, start by answering the following questions:
  • What is the demography of the people you want to reach?
  • What's the main reason you'd like to send out email campaigns?
  • How big is your email list now, and how big will it be in 6 to 12 months?
  • Which kinds of communications do you intend to use?
  • What channels and instruments do you intend to employ?
  • What are the most notable features to be included in your tool?
However there seem to be a lot of questions, and each one has a legitimate answer.
Some email marketing platforms are well-suited to e-commerce, while others are better suited to a B2-B audience.

Some email marketing services are inexpensive when you first start out, but they become prohibitively expensive as your business grows.

Some have excellent automation features, but their drag-and-drop email builder is quite difficult to use.

If you already have a tech stack in mind, make sure the email marketing platform properly connects with it.

The good news is that most platforms allow you to test them out with a free account or a free trial period. That is why I strongly advise you to go around and conduct some hands-on testing to guarantee you find the ideal fit for your company.

If you are interested in GetResponse, do this via the yellow button below:

How to Do Email Marketing?

Would you like to know how to develop your business with email marketing? Even though email marketing has a lot of moving parts, it doesn't have to be difficult. The section provides an overview of how it works.

Growing Your Email List

One of an email marketer's key continuing jobs is to establish an email list.

To be able to directly contact people inside their email inboxes, you need to establish a huge and active audience.

You may build a contact list in a number of ways. Let's look at the key strategies and tools for obtaining a high-quality list.

Here Are Some Ideas 

Compelling content- Offering your greatest content to subscribers through email is a compelling incentive for them to join your list if you run a blog or publish content on your website.

If you sell products online, you can give people a discount on their very first purchase if they sign up for your email list. It not only encourages individuals to subscribe, but also to buy.

Free or expedited shipment- Offering free or expedited shipping on your customers' orders is a great method to attract them to sign up for your mailing list.

Not only is this offer incredibly relevant – especially if it is made available throughout the checkout process – but the ability to get the desired item into their hands faster is a great inducement for customers to subscribe.

The other side of the equation is to provide a plethora of straightforward subscription options, as this makes it simple for consumers to opt in. While the type of subscription form you use will depend on the incentive you're offering, here are a few ideas: 

Header Bar - The header bar is a section at the top of your website that has a call to action encouraging visitors to join as well as a form for entering your email address.
Header Bar Notification
Header Bar Notification

Slider- A slider is a little box that slides into the bottom corner of your page and has a call to action encouraging readers to subscribe as well as a place for them to input their email addresses.

Lead Magnets

To persuade your target audience to join your email list, you must provide them a compelling reason. Most individuals will want something in return for their time and effort, such as the ability to contact them straight from their mailbox. In this situation, lead magnets actually are useful.

Anywhere you give something in exchange for someone's email address is referred to as a lead magnet. Lead magnets are most typically in the form of an e-book, a checklist, or a free tool, but they can take any shape or form.

Lead Magnet
Lead magnet Study

That isn't to imply that other types of incentives shouldn't be used. Depending on the industry you're in, the type of audience you're attempting to reach, or the purpose of your email marketing campaign, you'll want to employ a number of lead magnets.

Optin Forms

An opt-in form, also known as a subscription form, is an HTML page that is displayed on a webpage and allows visitors to sign up for something. The most crucial mechanism for capturing leads is this one. 

There are many different kinds of opt-in forms that you may use. It's typically a matter of when or how they emerge in front of the visitor's eyes. 

The most frequent types of online forms are as follows:
  • Web forms that are embedded/inline
  • Lightboxes and popups
  • Forms of exit intent
  • Forms can be scrolled through
  • Bars that are fixed
  • Mats for welcoming guests
  • To use the forms, simply click on them.
Use a variety of forms on your website. At the very least, every page of the website should include an embedded shape, and also a pop-up form on the most popular pages.

Consider what information you'll need to execute a successful email marketing campaign while building your web forms and choosing your lead magnets.

It may be tempting to request more information from your audience (such as their company name, website URL, or budget), but the more information you want, the fewer people will complete your forms. Your subscription form conversion rates will drop with each extra input field.

At around the same time, you might not want to finish getting a big quantity of email accounts from people who aren't in your target demographic.

Another important consideration is the user experience. By displaying too many interstitials, you risk detracting from your website visitors' experience and discouraging them from returning. To avoid this, keep an eye on who you're presenting your forms to and limit pop-ups to only appearing after users have spent a respectable amount of time on your site.

Landing Pages

Landing Pages
Squeeze page example from Autumn

As you can see, they're a lot less complicated than a typical website homepage. That's just one of the reasons they're so powerful. The typical landing page conversion rate is around 6%, but higher conversion rates are not uncommon.

Under one of our case studies, jazz musician and digital music instructor Alex Terrier explains how he was able to achieve a 19 percent newsletter subscription ratio owing to unpaid high-quality content.

While landing pages can be included in your website's navigation, they are generally used by marketers to gather leads from outside sources such as paid social media campaigns, sponsored mailers, solo advertisements, and various content marketing efforts.

Paid Ads

While sponsored ads can help drive traffic to your squeeze pages, there's another option to capture email addresses without forcing users to leave the page they're on.

These are known as Lead Ads on Facebook. They're referred to as Google Lead Form Extensions by Google. They're also known as Lead Gen Ads on LinkedIn.

Every platform has its own name, but the concept is the same- they provide a simple way for platform users to submit their email addresses. And why is it so straightforward? The reason for this is that the platforms pre-populate the lead capture form with the user's email address.

While this raises conversion rates dramatically, it also has a disadvantage. The majority of us use our personal email accounts rather than our business email address to check into Facebook. This complicates the process much more if you're trying to reach a B2-B audience.

Segmenting Your Email List

We've already discussed how email marketing enables you to send customized email campaigns rather than so-called email blasts. It accomplishes this by employing segmentation.

The goal of email list segmentation is to identify client cohorts or groups with similar characteristics and adapt communications to better suit their expectations and needs. Making your email correspondence more relevant can help you enhance conversions and sales.

Personalized emails increase click-through rates by 19 percent on average, according to the Email Marketing Benchmarks research data.

The type of business you run and the purpose of your email marketing campaign will determine how you segment your audience. For example, a nonprofit organization would be interested in the average gift size of its donors, whereas an e-commerce company might be interested in a section that made a transaction during the last 90 days.
Segmenting Your Email List
Stages of Email Segmentation

Most marketers, however, segment their email lists depending on the following criteria:
  • Statistics on the population (age, gender, income, etc)
  • Contact involvement and connectivity (link clicks, page visits, email opens, etc)
  • Contacts' purchasing habits (purchased, add cart)
  • In the purchase cycle, there is a moment when you make contact with someone.

Newsletters and Marketing Offers

The majority of marketers utilize email marketing to advertise their offerings and send out frequent company updates.

These emails are normally delivered as a one-time campaign to the entire audience (which is what you call an email blast). or a specific customer group.

Newsletters are popular and easy to manage, but because they are sent out by hand. Compared to triggered emails, they have a lower interest rate of response.

An email newsletter has a 22 percent open rate and a 3.4 percent click-through rate on average.

Triggered Emails

Emails that are sent on a schedule or that are automated have substantially greater engagement rates. The open rate is roughly 44% (average), with a click-through rate of more than 10%. Why do they cost more than newsletters?

Triggered emails are highly effective since they are sent in reaction to your contact's behavior. It might have happened after they joined your mailing list or left your website without completing an order. When such emails are sent out is entirely up to you.

Automated emails are effective not simply because of their timing. Also, it's due to the fact that they're really relevant. The majority of automated emails contain content that is tailored to the recipient who has recently completed some sort of activity.

Blog Updates

Another form of email that is popular among marketers is this one. After you've published a new article on your blog, you can send out blog updates or RSS emails.

Depending on your preferences, you can send these emails automatically or manually.
These emails have greater open and click-through percentages than promotional newsletters.

This is especially true for bloggers that create original content and place a greater emphasis on delivering value rather than selling their products or services.

Drip Campaigns

Triggered emails are similar to email drip campaigns or autoresponder emails. They're sent automatically, but unlike triggered emails, they're sent in a specific order and on a specific timetable.

Drip campaigns are commonly used by marketers to create email courses, lead nurturing sequences, and onboarding sequences. Setting up an email series in this manner allows you to keep your brand in front of your audience's minds while also making your material easy to comprehend.

Email drip campaigns are easy to set up and have a high interaction rate. Their average open rate is about 30%, and their click-through rate is nearly 6%.

Email Marketing Strategy and Metrics

To be effective in email marketing, you need to design a strategy and track the correct metrics to see if you're on the right track.

Simply said, an email marketing strategy is a huge picture depicting your email activities' long-term goals and future direction. Although many organizations function without a strategy, if you want to be successful, you must have one.

What Is the Purpose of an Email Marketing Strategy? Here:

Dr. Dave Chaffey

Creating a simple email marketing strategy does not have to be difficult. (It shouldn't, in fact.) You don't have to cover everything all at once; you can add more regions and features as time goes on.
In general, your email marketing strategy should include the following components:

Key Long-Term Objectives

Determine what you want to achieve in the long run with your email marketing. Your goals should be measurable and business-related. Consider the following examples:
  • before the end of the year, raise the number of subscribers by 20%
  • boost email marketing relevancy, as seen by a 5% increase in open rate and click-through rate
  • To improve segmentation, gather useful information about subscribers.
  • Increase the ROI from promotion activities by 10% by the conclusion of the year.

Target Audience

Who are the folks who are most likely to become clients for you? Make certain you have a firm grasp of your target market. Your email marketing initiatives will be more effective if you know more about their requirements and preferences.

Key USPs and Competitive Advantage

Do you have a firm grasp of your USP (unique selling proposition)? Do you realize what you have going for you in terms of competitive advantage? I sincerely hope so. If you don't, creating email marketing campaigns that persuade your target audience to purchase from you will be difficult.

Your USP should be your response to the inquiry "why us?" Analyze your product or service and determine the customer advantages. Keep it short and to the point. Explain your solutions clearly and connect them to the needs of your consumers.

Also, contact your present customers and inquire about your competitive advantage. Find out why you were chosen above the other competitors.

The design of your entire marketing communication and CTAs in individual emails will be greatly aided by clearly defined competitive advantages and USPs.


Define the resources you'll need to execute your email marketing plan. Consider who you'll need to develop and execute your strategy, including people (email marketing professional, graphic designer, content specialist, etc.) and resources (email marketing platform, project management tool, etc.).

Email List Size

One of the metrics you should keep an eye on is the number of email addresses in your list. You can be certain that your email list will translate into business outcomes if you grow it organically with your target audience. The larger the list, the larger the total results.

Open Rate

The proportion of your entire number of users who accessed your email. Because tracking pixels are required, opens can only be calculated in HTML messages.

Although some marketers dismiss measuring email open rates as a vanity statistic, it has a number of advantages. It can show you how good your email deliverability is or how good your email list is, for example.

Click-Through Rate

The percentage of total clicks on each of your email's links. The total number of link clicks is divided by the total number of emails sent to arrive at this figure. This is a handy metric that comes the closest to conversion.

This is a useful statistic, and it's the closest you'll get to a conversion. Marketers all over the world want to make sure their click-through rate (CTR) is high since if it isn't, it indicates that their content isn't engaging.

Increasing your CTRs can be as simple as making your calls to action more visible, positioning them above the fold, or employing compelling content formats.

Click-to-Open Rate

Comparison of the number of unique clicks and unique opens supplies you with a far better idea of the engagement in your email marketing campaigns.

A high click-to-open rate (CTOR) might indicate that subscribers find the content of your emails interesting or that you simply delivered on the promise that you made within the subject line.

A low CTOR suggests the other. it's going to mean that either your subject line was misleading or that the e-mail message wasn’t convincing enough to click through to your website.

Setting Up Your First Email Campaign

This section contains a brief step-by-step guide on the way to found out your first email campaign. If you've never done this before, just follow these steps and confirm to notice your observations and track your results.

Email marketing may be a long-term game and you’ll want to form sure that with every campaign you roll out you’ll learn something new about your audience and what makes them ‘click’.

1. Set A Measurable goal

First, decide what you would like to realize.

For the aim of this text, let’s say you would like to make a welcome email that’ll greet your new subscribers and offer them a reduction code for their first order in your online store.

According to Click-Through Rate & Click-to-Open Rate

Set a measurable goal

Not to set the bar too high, let’s say your goal will therefore be to roll out a welcome email campaign that’ll generate an open rate of over 60% and CTR above 15%.

2. Pick Your Target Audience

You’ll now want to make a decision on whom you’re getting to send your email campaign.

In this case, it’s simple – the audience is going to be every new one that joins your email list.

But it could even rather be anyone else, e.g. folks who’ve visited your store within the last 30 days but haven’t placed an order or people who’ve recently bought from you but didn’t leave a review.

Keep in mind who your audience is before you escape creating copy and designing your email templates.

3. Create Your Email Template

Now it’s time to place your creative hat on and craft that email.

Don’t worry though, you don’t get to be a designer or a copywriter to make email campaigns that generate results. the foremost important element is to always consider your audience and what objective you’ve set for your campaign.

If you’re using an email service provider like GetResponse, you'll either use the drag-and-drop email creator or customize one among the ready-made templates that begin off the box. Using premade templates will prevent plenty of your time and make sure that your emails will look great across all devices and email clients.

4. Schedule Your Email Campaign

Once you’ve created the emails you would like to send. It’s time to schedule them in order that they’ll reach the proper audience at the proper time.

If you were to send a one-off email blast. You'll send it immediately or schedule it for later. Additionally, you'll adjust the send time to match your subscriber’s zone.

5. Measure and Improve

As we mentioned before, you can’t run an honest email program if you’re not measuring your campaign’s results.

If you’re sending a one-off marketing offer. Give yourself a minimum of 24 hours before you begin analyzing your open rates, click-through rates, and conversions. this may give your recipients enough time to reply to your message and place their order.


When analyzing your results, confine in mind all the factors that would have affected your results. The topic line, your offer, your audience. The email template you used. The time at which you sent out the campaign. And additionally, any external factors would even be important.

Now is the Best Time to Start Your Own Email Marketing Campaign

It's necessary to rethink your email marketing strategy if you've been ignoring it.

It's time to put what you've learned about email marketing into practice.
If you feel you’re able to start running effective email programs – to create and segment high-quality lists. Design high-converting email templates. Continuously test and optimize your campaigns.

There’s no formula for enhancing email automation. It’s all about what works best for you and your company’s voice and elegance.

Finally, you'll advance to email segmentation and analytics once you’ve mastered the fundamentals. Start sending separate sorts of emails to different groups of individuals so you'll deliver more useful emails