Beginner’s Guide to Email Marketing

Beginner’s Guide to Email Marketing


1.Anti-Spam Laws
2.Email Marketing Platform
3.Different Types of Emails
4. Segmentation of Lists
5. Tracking and Analytics
6.  Effective Email Marketing Strategy Tips
7.More Reading Materials

1.Anti-Spam Laws

Adhering to the following best practices is a good place to start:

  • Get consent
  • Clearly identify yourself
  • Offer a way to opt out

2.Email Marketing Platform

Keywords: email marketing platform, email marketing software, email marketing service provider, email traffic

3.Different Types of Emails

Email marketing is not just sending monthly newsletters or information about sales. It is a great way to communicate and engage with customers.

  • The Shopping Cart Abandonment Email (email remarketing)
  • The Order Confirmation Email   (thank-you page notification)
  • The Shipping Confirmation Email (shipping notification)
  • The Customer Feedback Email (survey)
  • Promotional Email

4. Segmentation of Lists

Personalization is more and more important in term of digital marketing. While you can’t customize an email to cater specifically to every individual subscriber on your list, you can create emails based on specific criteria using segmentation in order to increase engagement and conversions.

Customer Type

  • Potential customers: those who haven’t made a purchase yet.
  • New customers: those who have just made their first purchase.
  • Loyal customers: those who have made purchases on a regular basis.
  • Inactive customers: those who haven’t made any purchases in a while.


Targetting audiences based on specific interests.

Let’s say your online store sells pet supplies. You probably have dog owners, cat owners, hamster owners, new pet owners, elderly pet owners, and so on. Sending them all the same email campaign every time isn’t going to work.


Sending different emails to people in different countries. For example, China has 11.11 festival while America has Black Friday and Cyber Monday.

Also, location-based promotion makes senses for brick and mortar stores.


The strategy usually goes like this:

in a certain timeframe, say three months, six months, etc.
subscribers have not opened the emails
subscribers have opened the emails but not bought any items yet
subscribers just buy once and turn to your competitors’ stores.

5. Tracking and Analytics

Using UTM parameters and you can get the data on Google Analytic.

Basic Metrics

  • Open Rate
  • Bounce Rate
  • Click-Through Rate
  • Opt-Out Rate

6.  Effective Email Marketing Strategy Tips

  • Incentivize Customers to Review the Product They’ve Bought via Email
  • Use A/B Testing To Optimize Open & Click-Through Rates
  • Set Up Cart Abandonment Emails To Identify Bugs & Improve Checkout Conversion Rate
  • Reward Your Most Loyal Customers
  • Reactivate Your Dormant Customers
  • Be Prepared For Product Seasonality and Retail Holidays With a Newsletter Calendar
  • Combine Your Email Marketing with Other Marketing Channels
  • Competitive  Intelligence Tools   search engine for email newsletters

7.More Reading Materials

Best Practices to Grow Your Ecommerce Business with Email Marketing
How to Build a Responsive (and Profitable) E-commerce Mailing List
8 Post-Sale Emails To Turn New Buyers Into Lifelong Fans
How to Write an Effective Welcome Email

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