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Everything you need to know about Email Marketing


Email marketing is a convention in the business world of today. It is generally accepted as the easiest way to reach clients.

Everything you need to know about Email Marketing


What is Email Marketing?

The means of communication is as important as what is being communicated itself. That is why brands are doing a lot to explore the best means of reaching their clients. For most brands today, email is a veritable tool to effectively communicate with their clients. From just communication, the email has become a veritable marketing tool.

Email marketing is a convention in the business world of today. It is generally accepted as the easiest way to reach clients. Email allows both the client and the business to communicate.

It has limited audio/visual effects but often contains links and web addresses where clients can check for more information. Email marketing explores this opportunity to promote a company's product or services.

An email is an electronic form of a mailing system that is designed after the post office mailing system. People can send and receive messages from multiple sources. Instead of going to the post office or expecting the mail delivery man, they can open their email application on technological devices and then access the mails.

An email has provision for attaching documents and today's companies have been exploring that for marketing purposes.

Email use in the corporate world

Most formal means of communication are done through email. It is the most effective way to contact corporate organizations and they can reach thousands of prospects using email.

Following the Coronavirus pandemic which led to the closure of companies, the email remained even more important as the primary means of communication and marketing.

From the comfort of their homes, thousands of prospects got email messages introducing diverse services to them.

There are numerous ways that emails are used in communication but it is important to first know some top email brands in Nigeria.

1 Yahoo mail

yahoo mail logo

Yahoo mail provides a wide range of options to users to choose whether to chat, end text messages, or email. It is popular for its diverse features and the ability to store a large volume of messages.

2 Gmail

gmail logo

It is a web-based email that has a feature that allows users to search for previous messages and it also has other unique features apart from sending and receiving messages.

3 Outlook

outlook mail logo

Outlook is used mainly to send and receive messages, As an application, it involves the managing of personal data such as calendar and schedules.

Other types of emails are; Zoho, Mail.com, iCloud, Proton mail

Email marketing as a form of digital marketing

There are many aspects to digital marketing because it is very broad. Digital marketing includes social media marketing, content marketing, email marketing and a host of others. Marketing seeks to create awareness about a product with the goal of selling it.

Email marketing is the most technical of all digital marketing because it is based on well-planned research. While some are targeted at new prospects, others are targeted at retaining existing clients through effective customer service messages.

There are analytical tools that can also help to fetch data on the email marketing campaign, showing the number of people that read the mail. Links can also be attached to the mail so that people who are interested can access the services that were introduced.

Just like other forms of marketing, email marketing takes diverse forms and it also has its own goals. It equally works effectively in generating leads especially for a special category of clients.

Types of email marketing

1. Welcome email

After subscribing to a company's services online with your email account they often send welcome messages to clients introducing them to the company and the services that they subscribed for. 

Welcome emails are often brief and contain only vital information about the company and its services. Welcome emails are not sent routinely but only upon registration or online enlistment for a particular service or plan.

It can also be provided when a prospect downloads and signup for a company’s mobile application. However, welcome emails are not only sent when prospective clients subscribe online. It can be sent to them when they register offline for certain services. 

2. Newsletters
The main goal of a newsletter is often to inform clients about some information on their services or products. The information contained in the newsletter is often about the company and details about new information and changes that directly or indirectly affect the customer. It can also be information about the latest updates and happenings in the company.

Although the newsletter is sent via electronic mail, it does not have to be though an email but can be sent via the print form. It is often sent on a weekly basis by must companies, especially towards weekends. However, some companies send newsletters on a monthly basis.

Most companies in today’s world see their clients as major stakeholders who should be aware of developments in the company. That is why their newsletters are often about the latest products, services and updates in the company. It is a form of email marketing that is very effective because as soon as prospects receive the email alert with the heading often appearing some captivating, they will want to have a look.

3. Seasonal email
As the name implies, seasonal emails are not sent all the time by companies. They are sent by companies to existing clients as a way of showing concern and care by wishing them well on special days such as New Year, festive seasons, public holidays and birthdays.

This type of email marketing is used to retain customers because clients that get warn greetings from companies on special days tend to feel care and attention and they will be attached to the brand.

4. Triggered email
Triggered emails are targeted at people that exhibit some behavioral traits and characteristics. Through some analytical tools, the company is able to find those that may likely show interest in a particular product or service.

In this way, the company can introduce its products and services to clients that are able to buy the product based on some findings of them. They do not have to be in the company’s customer base and may never even have heard of the company before seeing the message.

5. Promotional campaign

Companies can also make use of email marketing to effectively carry out promotional campaigns. This is done when they carryout campaigns for a product or service. The promotional campaign reveals the company’s special services and promos to clients many of who are existing clients. Promotional campaigns mainly ask prospects to patronize a new product or service. 

6. Transactional email
After successfully carrying out a transaction, companies can send details to your of the transaction to your email. Banks and other financial service companies often do this to ensure accountability in handling client issues. Payment coupons and other documents of transactions can also be categorized under this form of an email.



Email marketing has both positive and negative sides that should be considered before you engage in any email marketing project. The advantages should be leveraged upon while the disadvantages should be limited as much as possible so that the email marketing project can succeed.

  • Planning and Time saving

Using email for marketing saves time and makes planning easy. The logistics involve moving and promoting content through other mediums that are eliminated once we adopt the email marketing system. It is done at little or no cost because all the targeted audience will be reached without much difficulty. Emails marketing can also be done at a time when the target audience is more disposed to respond to messages and it will get to all the targets at the right time.. 

  • Affordable

Email marketing is affordable and it is cost-effective to carry pot an email marketing project than to use other forms of marketing. Once the email has been installed the company can easily advertise its products, services, or send messages to clients. These messages can be sent in large numbers without any limit and the volume of information is not restricted too.

  • It is Authorized
Your mail marketing is always directed at those that have voluntarily subscribed to your email services. They have given you permission to send such messages so you will not be violating any privacy policy by ending a marketing copy via email to your target audience.

  • Design Varieties

The essence of design in email marketing is to make your content appealing to clients so that they would not only read it but also respond positively to the call to action. Email allows you to make use of plain text, images, and files as suitable for the campaign.

  • No Limit to coverage

Email marketing is not restricted to small organizations only. Even very large corporations with millions of clients that have subscribed to their services can use emails for marketing.

  • Segmentation and Targeting

All your clients do not exhibit the same behavior and they will not react in the same way to your email marketing. Email marketing gives you the freedom to have a different segment for your content. You can send different types of content to different categories of clients. I this way the content will have more engagement and your goals will be achieved.

  • Emails are Transferable

There are provisions in emails for your clients to download, share and transfer contents sent to them to friends other people. This is an advantage that can help your email marketing campaign to succeed. Your content can even go viral and you will get more publicity than you even bargain for.

  • Lead Generation

It is proven from research carried out among big industry players that email marketing is effective in generating leads, sales of products among clients. If a client has been with your brand for a while and gets to discover through email notification that you have a new product, he will feel concerned to buy.

  • Evaluation

Web analytical tools and software can help you assess the performance of your email marketing campaign. It will help you know your strengths and weakness and suggest areas where you can make improvements. Evaluations are very important in digital marketing because it is not a one-time thing. The report for one evaluation can help us plan for another time. 

  • Reports

 Some companies even release the benchmark reports of their email marketing to the public. His has also been made available by research for you to access and utilize in planning your own email marketing campaign. Email marketing has been on for many years so there are ample data and research on email marketing that was done by big companies in the past. With all these data available your email marketing sill succeed

  • It is not as intrusive as other forms of marketing
Many clients feel disturbed by calls or text messages from companies especially when they are advertising products or services. They prefer emails to other forms of marketing that are intrusive because emails are sent quietly and email owners can look it up when they are less busy. That is why most organizations prefer email marketing to other forms of marketing because it is customer friendly.

  • No Production

Production of papers for post and other deliverables can make marketing appear dangerous to the environment but for email marketing, nothing is printed so it is environmentally friendly. Just imagine how much waste will be produced if a big company spends heavily to print marketing fliers for its products and services. Email marketing does not produce any waste or constitute a nuisance to the environment by waste production.


1. Spamming

Although many customers find email marketing quite comfortable, they will feel disturbed if companies spam them with unsolicited emails. Spamming is one big problem because some companies violate the email owner's privacy forcing information that they do not want to them. Some customers think that spamming is annoying and they are tired of deleting spam messages from their mails. 
Customers should have the right to unsubscribe from an email service and should not get emails that they do not approve of.
2. Some Emails are not delivered
Not all emails sent during an email marketing campaign will be successfully delivered to the target audience. This is because of network or some other technical issues affecting the email service. Even when they are delivered to the target audience problems of access may affect the. Some clients may not check their mails to see it while others may deliberately avoid a marketing email.

3. Device problems
A problem of design problems will arise when the marketing content is sent to diverse devices whether mobile or desktop. This may require that they are modified to suit the various devices and that is not possible. The company engaging in email marketing will have to decide whether a text-only or image or both content will work well for its audiences.


You need to have an email marketing plan before you start your marketing campaign. Contains the major aspects of your campaign and how you ought to carry them out. These include certain aspects that will be discussed below.

Email marketing provider

The most important thing to do before starting your email marketing product is to choose the right email marketing provider. Email marketing providers refer to the various email brands that clients use. They help people to send messages and they contain diverse features. These features are what determine whether or not they will be effective for your email marketing campaign.

Yahoo mail and Gmail are popular email providers that are often targeted for an email marketing campaign. You can choose one or more email providers for your campaign so long as you have a plan and strategy. However, it is worthy to mention that marketing content may not work effectively on different email marketing providers. 

Email database

Be sure that all previous email marketing contents in your database are removed. This will ensure that you start on a clean slate without any interference of mix up during execution. It will be a major mistake if outdated content is shared with thousands of clients. It will completely ruin the email marketing campaign.
That is why it is very important to clear the email database.

Simple design

The goal of your marketing campaign can be defeated if your design is too complex. Your campaign should be simple enough o have only the required information. A simple design is not poor design. Rather a simple design uses the design tools available without compromising the goal of the content. The advantage of having a simple design is that readers will understand it easily.

Organize your target contacts

You are certainly not sending the same content to a different category of clients because of their behavior which you have studied so you should organize your target contacts well in your email marketing plan so that there will not be an issue when sending it. It will also help to guide against a mix up when sending the contents.

State the purpose of your campaign

There are many reasons why companies may decide to engage in email marketing. That must be clearly stated before you commence your campaign.
Your goal can be to create awareness about a certain product or services, generate leads or sales for your company, and inform them about a new development in the company among others. This must be in place even before the contents are created. 


You must abide by privacy policies in your campaign by ensuring that there are options fr people to opt-out of your email services. This will promote credibility and help you achieve your email marketing goals. Privacy rights violation is among the major challenges of email marketing that needs to be addressed promptly.

Setup Tracking

You will need email marketing analytical tools to track the success of your campaigns. This is very important because it will help you know how your target audience is responding to your content. It will provide feedback on the number of email content that is read by the target audience. The result of tracking will help you to plan a future campaign.


Email Marketing Remain a Veritable Marketing Model

Your company can record tremendous success in marketing by effectively implementing an email marketing strategy. It is a kind of marketing campaign that can stand on its own without needing other complimentary methods and aspects of digital marketing.


  1. Very useful article. I can see the effort that has gone into this amazing write-up. Great job!



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uniqueupdate: Everything you need to know about Email Marketing
Everything you need to know about Email Marketing
Email marketing is a convention in the business world of today. It is generally accepted as the easiest way to reach clients.
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