In this Beginner’s Guide, learn all about Email Marketing from the basics of what is email marketing to professional tips from Your Marketing People’s Email Specialist. If you have questions, please don’t hesitate to contact us. We always here to help!
What is Email Marketing?
Email marketing is the practice of using email to promote your business to your current and potential customers.
Emails serve a variety of marketing functions. With abandoned cart emails, you can automatically send a discount offer to anyone who leaves your ecommerce site before checking out. Or, you can create a series of emails to massage B2B leads down the funnel, from a whitepaper download offer to a free consultation with your sales team. Emails that promote your latest blog content, or inform customers of upcoming sales or events, also fall in the category of email marketing.
With strategic email marketing, your business can develop relationships with potential customers, convert blog subscribers into customers, and keep your current customers coming back for more with personalized offers.
Why Your Business Needs Email Marketing
At $32 return for every $1 spent, email marketing consistently delivers one of the best ROIs of all digital channels.
That’s because, with email marketing, you “own” your subscribers. You’re not dependent on the ever-changing algorithms of social media to surface your latest post to your Facebook fans. You don’t have to hope for the best when you share your video on YouTube. And you’re not subject to Google’s latest search update. Once a person signs up for your email list, they’ve opted in to direct communication with your brand. That’s a powerful thing.
Plus, your customers want to hear from you. A majority of consumers enjoy getting promotional emails from their favorite brands on a weekly basis, and nearly half of them wish they received those emails more often.
Email marketing is inexpensive, easy to track, and endlessly customizable. You can continually spin up new campaigns to target specific customer segments—with the content they need to say yes to your brand—at precisely the moment they need it.
How to Get Started with Email Marketing
Follow these steps to get started with email marketing for your business.
1. Choose the Right Email Marketing Platform (ESP)
In 2025, you need a platform that’s not just functional, but also integrated with advanced AI tools, automation features, and analytics to truly stand out. Popular providers like Mailchimp, Klaviyo, ActiveCampaign, and HubSpot are solid choices for small to mid-sized businesses. These platforms not only help you create and send emails, but also allow for easy automation, customer segmentation, advanced analytics, and seamless integrations with your CRM and e-commerce tools.
2. Set Clear, Actionable Goals
Gone are the days of vague “increase sales” objectives. In 2025, your email marketing goals should be hyper-targeted and data-driven. Are you aiming for lead nurturing, personalized offers, customer retention, or brand loyalty? Set measurable goals like improving open rates, CTR, or conversion rates—and adapt your approach as you gather insights from your campaigns. When you’re clear on your goals, your strategy becomes a lot more focused and effective.
3. Design Campaigns that Resonate with Your Audience
Today’s consumers expect more than just a generic email blast. With personalized content, dynamic product recommendations, and AI-driven insights, you can craft campaigns that truly speak to your audience. Whether it’s a targeted welcome series for new subscribers, exclusive offers for repeat customers, or event reminders for special promotions, the key is relevance. Let us at YMP help you create sophisticated email flows that convert.
4. Build and Curate Your Subscriber List
Your list is your most valuable asset in 2025. Growing it organically and ensuring it’s highly engaged is more important than ever. Use exit-intent popups, lead magnets, exclusive content offers, and social media integrations to grow your list. And always, always prioritize permission-based email marketing. Segment your audience based on behavior, location, and preferences to send tailored emails that feel personalized and relevant.
5. Measure, Optimize, and Automate for Success
Analytics aren’t just numbers—they’re insights waiting to be turned into action. Track key metrics like open rates, click-through rates, bounce rates, and conversion rates. With the help of Your Marketing People’s expertise, we’ll turn these insights into an ongoing cycle of optimization. You don’t just need to track; you need to continuously iterate, test different subject lines, CTAs, designs, and even AI-powered dynamic content to drive better results.
Automation is essential. Let AI tools help you send trigger-based emails that respond to customer actions (like cart abandonment or product interest) at the perfect moment. The more personalized and timely, the better the engagement.
6. Partner with the Experts When You’re Ready to Scale
Email marketing can be time-consuming, especially as you try to manage multiple campaigns while building your business. If you’re serious about making your email marketing work for you in 2025, it’s time to partner with Your Marketing People. We craft custom email strategies that resonate with your audience, increase conversions, and ultimately boost your ROI. Let us handle the heavy lifting while you focus on what matters—growing your business.
Pro Email Tips from Your Marketing People
- Create drip campaigns to guide customers towards conversion. Drip campaigns are automated email series triggered by specific actions—like sending a 10% welcome offer to new blog subscribers and a roundup of popular blog posts a week later.
- Always be A/B testing. There’s always room for improvement in email marketing. Regularly test different elements of your campaigns, such as send times, subject lines, and layouts, to see what resonates best with your audience.
- Segment your list. Organize subscribers based on factors like lead warmth (cold vs. hot), purchase behavior, and customer personas. This ensures your emails feel personalized, delighting your customers.
- Choose a sender name, and stick with it. To avoid landing in the spam folder, use a consistent, recognizable sender name. It’s generally better to use a person’s name from your company, rather than a generic one like “info” or “marketing.”
- Don’t forget your CTA. Always include a clear call-to-action in your emails, whether it’s downloading a case study, watching a video, browsing a new product collection, or reading your latest blog post.
Learn More About Email Marketing
Want more email marketing tips? Subscribe to the Your Marketing People blog! We regularly share our best strategies based on real-world client experience. Plus, stay up to date with the latest industry trends. Our recent posts cover topics like optimizing drip campaigns and mastering the art of writing an effective marketing email. For more best practices across all your marketing channels, check out our blog.
See What Email Can Do for Your Business
Email marketing isn’t just about sending messages—it’s about boosting conversions, driving site visits, and keeping your brand top of mind with customers and leads.
If you’re ready to unlock the full potential of email marketing but aren’t sure where to start, Your Marketing People is the expert partner you need. From strategy to execution, we’ll work with you to build an email marketing program that aligns with your business goals and engages your audience.
Our email services include:
✅ High-performing drip campaigns
✅ Strategic A/B testing
✅ Smart list segmentation
✅ Ongoing reporting & optimization
… and much more.
With Your Marketing People’s expertise, one of our clients doubled their lead generation from email, seeing 39% more opens and 67% more clicks.
Let’s make your email marketing work smarter. See the results we’ve delivered for our clients here.
See our work
“Since Your Marketing People has taken over email marketing, revenue for this channel has increased by 84% with an almost 90% increase in transactions. It’s now one of our largest drivers of sales! The stellar improvement of our email marketing has led me to sign up for their SEO services.”
Charith Perera
President
