Whether you have a physical store or an online business, emails are central to the business process. It is the most popular way of communicating and keeping in touch with customers. Therefore, it is always wise to spend some time thinking about the emails that you will send out. Often they can help in generating sales, reminding customers of your products, promotions, and revisits. Email Marketing may be simpler and cost-effective, but it can still go wrong so you have to take it seriously! A series of poorly designed and poorly managed email marketing campaigns can be very damaging to the overall business and its brand reputation. With this article, you will learn the art of email marketing.



  1. Email marketing campaigns
  2. A/B testing
  3. Emails are not just to sell, they are also to connect
  4. The option to unsubscribe
  5. Customization will be the differentiator
  6. Conclusion

Email marketing campaigns

For those who do not have much experience with online stores, the statistics are clear about the effectiveness when transforming visits to purchases: a very low percentage of visitors to your store will buy something, in the end. It is very difficult to give a specific percentage of conversion, in markets such as financial services, for example, the percentages are higher, and may even exceed 10% in some countries. But other industries like retail, with clothing, for example, conversion rates can range from 1% to 3%. The figures vary greatly between markets and the type of products or services offered (source: Smart Insights).

That is where email marketing campaigns come in, you have the possibility to recapture the visitors on your store who did not make a purchase, while you also stay in touch with your customers. According to the Direct Marketing Association, worldwide email marketing is in good health. Here are some figures that will help you to decide:

  • ROI (Return on Investment): Globally, an email marketing campaign has a conversion rate of around 4.3%, a figure that is very interesting for any type of business
  • Brand awareness: 80% of the people who receive email campaigns ensure that these type of initiative got them to know new brands
  • Promotions: 70% of customers who use a coupon get it from an email campaign. 60% of customers indicate that when they sign up for a newsletter (email campaign), discounts or promotions are the main reason for continuing to receive these emails

A/B testing

A/B testing refers to the marketing strategy that allows you to try out different versions of email at the same time to decide which one works best. Services such as Mailchimp, CampaignMonitor, or Aweber offer A/B testing with combinations of content, header, call to action, etc.

Here is how to carry out an A/B test:

  • Choose a small initial group to which you will send different combinations of your email, these groups must be representative of the complete list to be able to serve as the basis of the decision on which version of the email will be the winner.

  • Subsequently, you should choose the versions you are going to test with different headings, colors, it’s up to you.

  • Once the various emails are ready, you have to send them to the different groups and evaluate the result.

  • The winning email will be selected to be sent to the complete list. The best scenario is that each experiment tries a specific variable, since if you try different combinations in different emails, many times you will not know what aspect of the email is the one that is achieving the results obtained.

Emails are not just to sell, they are also for connecting

One of the most important aspects to understand about email campaigns is that we can’t force the customer to buy. The message we send can’t be focused solely on selling, but also on bringing value. While many will be interested in being registered in your database for discounts and promotions, there are others that are connected with your brand, so it reflects and perhaps the quality of the articles you write on your blog. Here are some tips: Think of email campaigns as an effective communication channel that generates sales thanks to the content and value you deliver. Thus, the conversion rate will be much higher The social networks in which you are present are an important point of trust for customers, share that information in your email campaigns so they can follow you in these channels; This also allows them to share the content of the newsletter to their acquaintances. These simple actions will benefit positively the final impact of your campaign If you have an address, make it visible. This gives you credibility and can increase your conversion rate Give your recipients a friendly email address so they can contact you should they have any questions. Avoid emails of the type sales@yourcompany.com and use a more personalized one, for example, rafael@yourcompany.com, it will make a big difference.

The option to unsubscribe

While the customer has registered voluntarily to your email list, it is up to him/her to decide whether they want to stay registered. It may be the case that he/she was registered by mistake, or that the email that is registered is now used for another purpose. Whatever the reason, it must be very clear that the customer can opt to not receive the emails whenever he wants. Why do we do it? The main reason is very simple, we do not want your campaign marked SPAM, so in case a client receives your newsletter and do not want to receive it again, we give them a simpler option to opt out of receiving your emails, instead of eliminating the email and marking it as SPAM hastily. Usually, the option to unsubscribe from the list is at the end of the email, at the bottom of the text. By default, most services that offer to email have this option (it is mandatory to have it in some countries).

Customization will be the differentiator

Generalized emails can easily be spotted. They do not treat the customer by name, do not send relevant information, etc., and achieving it is no difficult task with the tools available today. The first thing to do is to segment the database as much as possible, to differentiate between different types of clients. Some important segments can be frequent users, users of a specific geographic area, users who open emails about 50% of the time, etc. Thus, we can generate emails designed specifically for these audiences.

Another way to send customized emails is to use the name of the recipient in both the header and the content.

For example:

Not customized Hello! Enjoy our offers for this week ...

Customized Hello, Ryan! We know you like sneakers, these discounts are just for you ...


What you read in this articles were just some of the ways that can help you take your marketing campaigns to the next level. This will be a great contribution to increase your visits and your sales. Remember, sending emails is very easy, sending emails that add value and generate sales is the art, you have to experiment and find out what works for your audience and your business.