Email Marketing
Email marketing is the practice of sending targeted, permission-based emails to prospects and customers to nurture relationships, promote products, and drive conversions.
Email marketing remains one of the highest-ROI marketing channels, averaging $36-$42 for every $1 spent. It includes newsletters, promotional campaigns, automated sequences (welcome series, abandoned cart recovery, post-purchase follow-ups), and transactional emails (order confirmations, shipping notifications). Effective email marketing is built on segmentation and personalization.
Key metrics include open rate (percentage who opened the email), click-through rate (percentage who clicked a link), conversion rate (percentage who took the desired action), and unsubscribe rate. Modern email marketing also tracks revenue per email, customer lifetime value impact, and deliverability metrics.
In practice
- An e-commerce brand implemented a 3-email abandoned cart sequence and recovered 15% of abandoned carts, generating an additional $50,000/month in revenue
- A SaaS company's welcome email series (5 emails over 14 days) increased trial-to-paid conversion by 28% by educating users about key features at the right time
- A B2B company segmented their newsletter by industry and personalized content accordingly, increasing click-through rates from 2% to 8%
- A fitness brand's re-engagement campaign to inactive subscribers brought back 12% of lapsed customers with a targeted win-back offer
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A senior engineer walks your site, your search presence and the way enquiries reach you, then writes down the three things worth fixing first. You keep the document either way.