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Learn how a well-planned email campaign can help you reach your marketing goals, as well as some best practices to help you get started.

Email marketing is a type of digital marketing that uses email to reach out to possible customers, get the word out about your brand, keep customers coming back, and promote your marketing efforts.

Email marketing is often thought of as a low-cost but effective way to get customers to interact with your business and make more purchases. Because of this, it is a key part of many digital marketing plans that are made nowadays.

Email marketing: what it is, how it works, and a list of terms

Email marketing could help you with your other marketing activities.

The effect of email marketing

Email is one of the most used ways to talk to people online.
Experts think that in 2026, people all around the world will send almost 392.5 billion emails every day.

Email is a reasonably inexpensive digital marketing strategy with a high ROI.
For example, a 2024 study revealed that email marketing has an average ROI of $42 for every $1 spent.

ROI by industry:

• $45 – Retail, economy, and consumer products
• $42 – Marketing, PR, and advertising
• $36 – Software and technology
• $32 – Media, publishing, events, sports, and entertainment

No matter the industry, email marketing delivers more revenue than it costs.

Examples of email marketing

• Email newsletters about events (galleries, restaurants, concerts)
• Holiday sales emails (Christmas, Diwali, etc.)
• Transactional emails after purchases with discounts

A dictionary of email marketing terms

• Acceptance rate – messages received by servers.
• Bounce rate – % of undelivered emails.
• Open rate – % of people who opened the email (key success metric).
• Subject line – short text showing what the email is about (must be engaging).
• Call-to-action (CTA) – link/button to blog, product, or booking page.
• Conversion rate – % of people who completed the desired action.
• Click-through rate (CTR) – % who clicked a CTA.
• IP warming – gradually increasing sends to establish IP reputation.
• Opt-in / Opt-out – joining or leaving a mailing list.
• Nurture sequences – automated emails to keep leads engaged.

How to do email marketing the right way: suggestions and best practices

ALSO READ: Email Marketing for Every Industry: Tips That Actually Wor

A good email marketing campaign can re-engage old customers, attract new ones, and help you reach your goals.

1. Write subject lines that grab attention.

• The subject line decides if your email gets opened.
• Average open rates: 18.94% (marketing) vs 24.22% (creative services).

Tips:

• State the sale clearly (“Save 15% on Your Next Purchase”)
• Create urgency (“Quick! Diwali Sale Ends in 24 Hours!”)
• Spark curiosity (“Ice skating in the heat?”)
• Add timeframe (“Still Shopping for Christmas? We can help.”)
• Personalize (“Kabir, Your Subscription Is About to Run Out!”)

2. Plan out how you want to say what you want to say.

• Average attention span = 10 seconds for promo emails.
• Put important info first.
• Use scannable formatting.
• Keep text short but add links + CTAs.

3. Make your design as simple as possible.

• Use ≤3 colors.
• Show logo + branding clearly.
• Highlight CTAs visually.
• Ensure mobile responsiveness.

4. Only send emails to people who opted in.

• Buying email lists is often restricted by platforms.
• May be illegal under laws like India’s IT Act 2000.
• Better ROI from targeted, interested users.

5. Plan when you send your emails.

• Timing is crucial.
• Use automation for:
  • Holiday promotions
  • Nurture sequences to guide leads down the funnel

6. Keep an eye on everything and conduct tests.

• Track open rates, CTR, conversion rates.
• Use A/B testing to optimize campaigns.
• Regular data analysis improves results.

How much money does an email marketer in India make?

Average base income: ₹25,000/month (Glassdoor).

Tools and platforms for email marketing

Popular platforms:

• Pepipost
• Mailcot
• Pabbly
• Moosend

These tools help with personalization, automation, tracking, and campaign management.