Email marketing - how to use it and create effective campaigns
Tips
23 June 2025
One of the most effective methods of promoting products and services in the digital age, which allows you to reach a wide audience with a personalised message. This increases the chances of attracting new customers and increasing the loyalty of existing ones - what is email marketing and what does it involve?
What is email marketing about?
Email marketing is a type of marketing activity based on sending personalised emails to potential or existing customers for the purpose of:
- promotion of products or services;
- building relationships with clients;
- increase sales.
The process of using this method starts with collecting a list of subscribers who have agreed to receive messages. Then, personalised content is prepared and a campaign plan is laid out based on the data collected, such as preferences, purchasing behaviour or location.
The main advantage of email marketing is the ability to reach the individual recipient with a well thought-out and personalised message that captures the attention and interest of the person. The content of the message can be embellished with a special message, e.g. including the user's name, which will make the email seem more personal in its reception (thus building a relationship and loyalty).
In the body of the message, it is advisable to include links to landing pages where potential consumers could explore the products or services on offer in more detail and take specific actions: write in a chat, make a purchase, agree to the processing of other personal data such as their phone number or place of residence.
Analysing the effectiveness of campaigns is also an important part of email marketing, allowing future marketing activities to be better tailored to the needs of customers. For this purpose, tools are used to measure indicators such as opens, clicks or conversions. Surveys, lists of questions and so-called "activity incentive content" can also be added to messages, which, for example, ensure that an additional discount code appears in the mailbox after an answer has been provided. 
How do you plan your email marketing?
To be effective, an e-mail campaign must be properly planned, then it can achieve the desired objectives. What steps should be taken in advance?
Define the objective of the campaign
Before planning a campaign, it is first important to define exactly what the objective of the campaign is, such as increasing sales by 10%, gaining new blog subscribers or even renewing customer relationships.
Identify the target group
Based on previously collected data, such as preferences, purchasing behaviour and location of residence, you should identify a target group that will be interested in the offer you are presenting. This means that there is no point in sending an email aimed at persuading someone to subscribe to your blog to someone who already does (risk of spam and annoying the recipient).
Prepare personalised content
The basis of successful mailings is the use of personalisation opportunities. On the basis of previously obtained data, e.g. the name of the recipient, it is sufficient to interject the user's name into the body of the message in order to diversify the communication channel and refer directly to the customer. This is a good way for the sender to show that he cares about the consumer in question and treats him uniquely.
Set a timetable, select a dispatch tool and test and analyse the results
Once the content has been prepared, there is only one thing left to do: determine on which days of the week the e-mails will be sent. Once this is done, select the programme responsible for automating the entire process and then click the 'send' button.
After some time, in-house marketers should start to look at the statistics and draw conclusions, enabling further effective business development in the industry.
Conducting effective e-mail marketing - how to prepare a strategy
Email marketing for an online shop is a relatively easy task. In order to prepare an advertising strategy, it is sufficient to collect/establish data regarding:
- the purpose of the campaign;
- audience groups;
- dispatch frequencies;
- content and form of messages.
When is it worth using email marketing?
Legitimate email marketing for a business will always be beneficial. It is an additional form of allowing the customer to learn about new information - if they are not interested in using it, they simply will not do so. It is therefore preferable to a situation where a customer, for example, would potentially take full advantage of a new offer but not find out about it because they have not encountered it anywhere online. 
How do you acquire an address base for email marketing?
Bulk e-mailing is easy to use, albeit only once the owner of the target platform already has access to the e-mail address database. How to obtain it legally?
The simplest and most effective method is to organise various types of competitions, discounts and promotions. Customers should be spoken to in the language of benefits, i.e. they should be given the chance to win something exclusive that they might miss out on if they do not provide their contact details.
All you need to do is create a suitable form with the necessary data and then integrate it into the landing page of your website. By doing so, it will not be accidentally bypassed by anyone.
How to defend email marketing from the spam patch?
Successful email marketing is one that actually gets seen by the recipient, not bookmarked for SPAM. The key principles for success in this regard are:
- avoid sending mass and non-personalised messages;
- state the exact subject of the message and the sender's contact details;
- do not include suspicious words or phrases in the e-mail content;
- use professional mailing tools.
How do you measure the effectiveness of email marketing?
The effectiveness of email marketing (ROI) can be measured, among other things, by indicators such as the number of opens, clicks, conversions and unsubscribes, as well as by analysing the number of sales or website traffic generated. All this data allows you to optimise your campaign and tailor it to the needs of your audience.
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