Basics of Email Marketing

When a company sends out automated emails to its email newsletter subscribers, it’s important for them to be very personalized. However, that doesn’t mean the company should only include the first name of the person that’s receiving the email, it goes far beyond all that, including actual personalization efforts that are going to be based according to the behavioral triggers of the email subscribers instead. There are a few different ways that companies can personalize their email use letters to generate better results. The main goal behind this type of personalization is for companies to be able to send out very specific emails to their subscribers based on the past behavior of those subscribers, such as sending out a specific email to someone that abandoned a cart and then sending out a completely different email to someone that actually made a purchase.


When it comes to email marketing, there are four types of marketing emails that companies can send out to their email subscribers. The first type of email is the general newsletter where the company can share any relevant product updates, as well as its own news, updates, and achievements. The other type is called acquisition emails, which are created so that companies can start introducing potential customers to the buying journey so that they begin that journey and convert at the end. The third type of marketing email is retention emails, which are designed to make sure that the potential customers are going to be engaged with the content of the email, as well as the company itself, throughout the entirety of the buying journey. Finally, companies can also use promotional emails, which are designed to highlight specific opportunities or deals, such as sales and discounts that will generate more sales and help subscribers to engage with the company.

Important elements

There are a few essential elements that every company needs to include in its email marketing efforts to make sure that those efforts are going to generate the best possible results. It’s important to know that there can be more elements added depending on the company itself, as well as the target audience of those emails, however, there are a few universal elements. The first element is for the company to add a touch of personalization to each email that it sends out whenever that’s possible. The other element is to include a form of a call to action, or even a few different calls to action that are going to motivate the reader of the email to take the next step in their buying journey. Finally, it’s important for companies to make sure that each email that they send out to their subscribers is going to sound like a person actually wrote it, instead of a robot or AI.

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