Email marketing – a beginners guide

by Rob Owen

Posted on 26th January 2020

Email marketing – a beginners guide

Email marketing is a great (often low cost) way to connect with new customers and to keep in touch with existing customers.

For most people the thought of managing their own email campaign can seem daunting, but it’s easier than you think.

In this guide we will take you through the steps to plan and execute your own email marketing campaign.

Build your list

To run a campaign, you need people to email therefore you need to build an email list.

Most people utilise a sign-up form on their website.

But you can’t expect people just to sign-up, you have to offer them something in return.

People love something for free, so you could offer a free eBook, download, video, anything that will tempt someone to join your email list.

People are more likely to sign-up if you specify what you will be sending them and how often.

Examples are a weekly newsletter, latest products, guides and tips. The list is endless.

You could maintain more than one list to segment your subscribers. One for a weekly newsletter, one for product updates.

Choose your email service

Unless you are a huge company sending out thousands of emails every week you are unlikely to own your own email service.

Most people utilise one of the many (often free) email services out there.

Here are 7 of the most popular

Constant Contact







A good email marketing service enables you to create highly engaging emails. It also allows you to manage your contacts, segment users into groups, and track the performance of your email campaigns.

Many have API’s that allow you to link your sign-up form on your website directly with an email list.

Most have a selection of templates to pick from and allow you to upload your own images. Most of them have editors that allow you to drag and drop elements.

They will also take care of bounces and unsubscribes so it’s important to include an unsubscribe link in your email.

Make sure you include links to your social media and website.

Many will offer scheduled sending where you can prepare emails and send them at scheduled times.

Get your content together

The whole point of an email marketing campaign is to ultimately increase sales by gaining new customers or encouraging existing customers to purchase from you again.

You may think about hiring a professional content writer to make sure that the email contains engaging content.

Include links to specific pages on your website which will drive customers back to your site.

Experiment with subject lines and track which get the best results.

Include a clear CTA (Call to Action) large enough to see but not too large as to be obnoxious.

Create a sense of urgency by using words like ‘Now’ or ‘Only’ e.g.

Today only: 50% off!

Book now (only 2 places left!)

Get it now

In conclusion

Email marketing can be a powerful tool if used correctly. Too many emails or irrelevant content can drive customers away.

Managing your own email campaigns can be easier than you think!


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