Email marketing: What is it and how does it work?

Email marketing is a digital marketing strategy that uses emails to promote specific products, special discounts, or other services to a targeted audience.

Email marketing aims to reach a large number of leads or customers with low conversion.

These emails persuade your leads or customers to take a specific action. They also build brand awareness and customer loyalty. A good email marketing strategy ensures you stay top of mind with your customers.

We've all seen these emails land in our inboxes, so we USA Electricians Email List know that the beauty of email marketing is that the messages are (generally) tailored to your specific needs and interests.


Through email marketing, you can guarantee a more personalized touch than you would with social media advertising. It offers a much better chance of engaging your lead with personalization than simply scrolling through their feed and not seeing anything that meets their needs.

History of email marketing
Email marketing has existed since the beginning of the Internet and has evolved significantly since then.

In the 1990s, companies began collecting email addresses to contact leads and customers with promotions and newsletters, although it was a primitive version.

Since then, marketers have realized the true potential of email and began adapting their messaging to make it more engaging, with stronger CTAs and images. Automation and segmentation have also come into play, enabling a much more targeted and personalized approach across all their campaigns.
Today, email marketing has been completely adapted to the modern customer. Emails can be read on phones, tablets, and computers. They are highly targeted and personalized. Not only that, but there is also full integration with social media, enabling multi-channel campaigns that benefit both marketers and customers.

Types of emails
Email marketing is so much more than just sending mass emails saying, "Hey, this is our product. Go check it out." There are a wide variety of marketing emails that address specific situations that leads or customers find themselves in.



Promotional emails
When we think of email marketing, these types of emails are the first to come to mind. Promotional emails aim to announce new features, products, or services.

You can use promotional emails for "special occasions" like seasonal events or even upcoming birthdays. They're the perfect opportunity to further engage your leads.

Welcome emails
These emails are usually sent to new subscribers/customers and are usually the first contact between you and your leads.

With these emails, you can enable your customers to complete their onboarding easily.

With these emails, you can confirm the successful subscription/onboarding and assure your new customer that they will receive the service/product you offer.

They are useful for introducing yourself and telling your new customer exactly what they expect from you.