Digital Marketing - Email


In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations.

Any email communication is considered as email marketing if it helps build customer loyalty, trust in a product or company, or brand recognition. For instance, when a company sends a commercial message to a group of people using electronic email mostly in the form of advertisements, requests for business or sales, or donation solicitation.

Email marketing is an efficient way to stay connected with your clients while also promoting your business. Doing so, you can easily and quickly reach target markets without the need for large quantities of print space, television or radio time, or high production costs.

Target Markets

Additionally, while using email marketing software, you can maintain an email list that has been segmented based on several factors including the length of time addresses have been on the list, customers’ likes and dislikes, spending habits and other important criteria. Emails are then created and sent out to specific target members on the list, providing them with a personalized email detailing information that they are interested in or have requested.

Email marketing can be carried out by −

  • Email newsletters
  • Digests
  • Dedicated Emails
  • Lead Nurturing
  • Sponsorship Emails
  • Transactional Emails

Email Newsletters

Email newsletters offer the following three advantages −

  • They can spread your brand awareness. By building habitual communication with your email subscribers, you enable them to recognize your brand and associate it with a positive sentiment.

  • They can leverage the existing content. Many companies do quick summaries of their most popular blog posts and link to the articles from their newsletter.

  • They give you the freedom to include different types of content that might be important to your organization.



Digests are generally easier to consume than newsletters as they generally consist of links and lists. One popular option is the blog digest, which collects notifications about the articles you publish throughout a certain time frame and releases an email with the links.

Return Path

Dedicated Emails

Dedicated emails also known as stand-alone emails, contain information about just one offer. For instance, you can use a dedicated email to notify your target audience about a new whitepaper you've released or invite them to attend an event that you're hosting. Unlike newsletters, dedicated emails don’t need to include many graphical elements to separate the different blocks of text and prioritize information.

Lead Nurturing

The concept of lead nurturing introduces a tightly connected series of emails containing useful content with a coherent purpose. Lead nurturing is timely, automated, and is typically a low financial investment.

Sponsorship Emails

If you want to reach a totally new audience and generate net new leads, you might want to try sponsorship emails. In sponsorship emails, you pay for inclusion of your copy in another vendor’s newsletter or dedicated send.

Transactional Emails

Transactional emails are the messages that get triggered by a specific action your contacts have taken, enabling them to complete that action. For instance, if you are signing up for a webinar, you will fill out a form and then receive a transactional (thank-you) email that provides you with the login information in order to join.

Transactional emails are also the messages you receive from ecommerce sites like Amazon that confirm your order and give you shipment information and other details. The biggest advantage of transactional emails is that they enjoy a high click-through rate (CTR).

Transactional Emails

Popular email marketing services include MailChimp, Constant Contact, and My Emma.