Email marketing is the digital marketing practice of communicating with leads and customers with email. Common email-based marketing messages include email newsletters, promotional campaigns and event announcements. Email marketing typically has a significantly higher ROI than many other marketing channels (like social media).

The #1 thing that makes email marketing more effective than SEO and social media is that you have a direct contact with your audience.


Email isn’t dead. It’s one of the few marketing channels we can use to build an authentic connection with the people that keep our businesses alive.

Based on 2018 data, email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

There are 3.8 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.

In this post, the comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creativity and connectivity. It helps email marketers create a strategic approach by using the best communications strategy, targeting and marketing automation to maximise returns from their email lists.

Use Cases for Email Marketing

Here are the many ways you can (and should) use email:

  • Build Relationships: Build connections through personalized engagement.
  • Brand Awareness: Keep your company and your services top-of-mind for the moment when your prospects are ready to engage.
  • Content Promotion: Use email to share relevant blog content or useful assets with your prospects.
  • Lead Generation: Entice your subscribers to provide their personal information in exchange for an asset that they’d find valuable.
  • Product Marketing: Promote your products and services.
  • Lead Nurturing: Delight your customers with content that can help them succeed in their goals.

How to Build Your Email List

The first step of any email marketing campaign is to build your email list.

I’m going to show you exactly how to build your email list using strategies that are working right now.

1. Optimize your About Page for Conversion – It’s always recommended to put email sign in form on the about the page. 

2. Create Squeeze Pages – A page designed to convert visitors into email subscribers.

Here is an example of a Squeeze Page- 

If you want to take this to the next level, you can create different squeeze pages for different audiences.

For example, HubSpot has 463 different squeeze pages. Each one offers a different lead magnet.

3. Create Compelling Lead Magnets

Lead Magnets are the lifeblood of any list building campaign.

It’s really hard to get someone to sign up for a “newsletter” or “21-day email course”. Instead, you need to offer people something they can use right away.

I’m talking about:

  • Checklists
  • Ebooks
  • Swipe files
  • Case studies
  • Templates
  • Videos

In other words:

The more valuable your lead magnet, the more signups you’ll get.

For example, 100 Days of Real Food offers up a full meal plan as a lead magnet, 1 week fitness schedule to lose weight.

Email Campaign Templates

It’s time to show you how to create emails that get opened and clicked.

Specifically, I’m going to share 4 proven email templates.

These templates are specifically designed to help you crank out super valuable email content that your subscribers will love.

Content Newsletter

It’s the newsletter that provides 100% Pure Value. The value can be in the form of a handful of tips or links to helpful resource or a personal story. This should be the mail where your subscribers feel grateful to read.

Intriguing Subject Line – Use a subject line that will make someone curious about what’s inside your message.

* Bold Opening – Start your newsletter off with something very compelling.

*  Valuable Content –  If you’re not sure what to write here, I recommend going with a list of 3-5 actionable tips that people can use that day.

Otherwise, you can teach your subscribers an important lesson in the form of a story.

* Call to Action –  Your Newsletter should always include a CTA which might be replying, suggestions or linking to a similar content which your subscribers might be interested in.

Marketing or Promotional Mail


It’s an email that pushes your subscribers to make a purchase. Here is an example:



 * Straightforward Subject Line 

 * The Offer – Start your email off with a line or two that describes your offer.

 * Details –  Here’s where you outline a few key details about your offer, like:

  • Start and end dates
  • Key benefits
  • Story behind the promo
  • Any conditions or limitations

The CTA – Nothing fancy here. Just a strong Call to action that lets people know exactly what to do next like SHOP NOW, CHECKOUT, Add to Cart etc.

 * The PS – A Post Script is an underrated little tactic that can easily double your conversion rate. Lots of people will skim your message… but stop and read your PS word-for-word.

That’s why I recommend using a PS in almost all Marketing Offer emails. All you need to do here is summarize your offer and include another call-to-action.


Save this template for BIG announcements, like:

  • Brand new product or service
  • Live event
  • New version of a popular product
  • Limited-time product release
  • Important features added to an existing product

 * Subject Line= ”Introducing” or “Announcing”

* Compelling Lead – You have a few different options here. You can jump right into your product announcement or you can build up a little bit of anticipation.

 * The Big Reveal – Now it’s time to outline what exactly you’re announcing and why it’s important.

 * Clear CTA –Now that your reader is pumped about your announcement, let them know the next step. If it’s a product, your CTA should tell people to head over to your sales page and sign up.

If it’s a new service, you might ask people to fill out a form.

The Blog Post Newsletter

If you are a blogger and you have a reader’s email list, here is a template for you to reach and share your post. 

*Subject Line = Blog Post Topic

The Lead – The type of lead you use depends a lot on your blog post’s topic. 

For example, if the topic is something personal, include an anecdote.

If it’s newsworthy, you want to write something like: “As you might have heard, a new study found…”.

Or you can just let people know that you published something new.

*Bulleted List – Next, list 3-4 things that someone will learn from your post.

Don’t give away the farm here. Instead, you want to build up excitement for your new content.

*Link To The Post – Finally, add a link to your post. This can be a normal link or could be a big button.

Tips for Advance Email Marketing Strategies

1. Optimize your Send Time – 

Send emails at early afternoon or late evenings.

  • When people are awake
  • When people’s inboxes aren’t crowded

2. Send People a GREAT Welcome Email

3. Try Text Email Layouts

4. One CTA Per Email – This is a Pro tip to improve your click through rate

5. Use 15px+ Font