What is e-mail marketing? On the surface, it’s a strategy that involves communicating with the clients and potential clients. But if we delve more deeply, it’s one of the best types of marketing campaigns ROI-wise. Do you want to learn more? Then keep reading!

What Is E-mail Marketing?

E-mail marketing is a strategy utilizing the e-mail channel to reach out to customers, inform them about changes in your product or service, and build community engagement. It can be divided into the following categories:

  • promotional e-mails—promoting certain products or services,
  • informational e-mails—sharing information, thoughts, and news about your business or industry; most commonly, these e-mails contain newsletters,
  • retention e-mails—keeping customers in the loop and ensuring they’re happy and will come back for more products/services,
  • transactional e-mails—related to transactions, like order confirmations or ‘thank you’ e-mails.

Why Is E-mail Marketing Important?

E-mail marketing is important mainly because it offers extremely high ROI. It’s one of the most cost-effective strategies. However, e-mail marketing has many other benefits that make it an excellent approach, namely:

  • reaching customers in real-time—most customers open e-mails on mobile devices, meaning that you can reach out to them instantly,
  • measurability—it’s easy to measure the effectiveness of your e-mail marketing strategies; you may also adopt A|B tests to test various e-mails and optimize your mailing for maximum performance,
  • low costs—e-mail marketing is also inexpensive; even if you opt for outsourced services, 100 e-mails will cost just a few cents,
  • targeted messaging—e-mail marketing strategies enable you to target only customers at a specific step in their buyer’s journey,
  • accessibility—almost everyone uses e-mails, which makes this strategy excellent no matter the audience.

email marketing strategy

How to Do E-mail Marketing? Strategies, Tips, and Best Practices

You already know why e-mail marketing is important, so let’s look at it more practically. How to do e-mail marketing? What works best, and what do you need to know? Here are our tips, strategies, and best practices.

Utilize AI, but Be Cautious

Firstly, you should empower your e-mail marketing strategies with artificial intelligence. Such tech can be used for multiple purposes, such as:

  • crafting general messages,
  • tailoring messages, offering products and content based on each customer’s data,
  • automating e-mail distribution and optimizing it for the best time windows.

At the same time, you need to be really cautious about AI-generated content. One of the marketing and advertising trends in 2025 will see more companies and e-mail hosts investing in filters that block content written by artificial intelligence, so you need to find the golden means that will make it past them.

Subject Lines Are the Key

If you want your e-mail marketing campaigns to be effective, you need to attract attention in the first place. You have just a couple of seconds from the moment the addressee sees the e-mail to the moment they decide whether to click it or not. That’s why you need to start by creating engaging subject lines that spark interest. Otherwise, nobody will see your e-mail contents.

Coordinate Your Efforts and Visualize Data

As important as preparing and sending e-mails is, you need to focus on a bit more: coordinating with your team, visualizing data, and analyzing it. Tools like YouMap are excellent for this purpose, as they enable you to:

  • create visual, mappable updates to your strategies,
  • build interactive maps with real-time updates, event locations,
  • design visual content to include in your e-mails.

The better you coordinate your efforts and understand your target audiences, the more effective your e-mail marketing campaigns will become.

The Takeaway

E-mail marketing is an effective strategy for attracting new customers, maintaining high customer retention, and communicating news with your clients. This strategy offers a plethora of benefits, from high ROI to reaching your clients in real-time. Thus, if you aren’t utilizing it yet, we recommend that you do it as soon as possible—it’s a must for any business!