Email marketing is a way for a business to communicate with customers or potential customers through email to build relationships, promote products/services, and generate sales.
📧 How email marketing works
A simple process looks like this:
1. Get people’s permission
- Customers sign up on your website, social media, WhatsApp, or in your store.
- You collect their email addresses with their consent.
2. Build an email list
For example:
- 100 potential customers
- 500 existing customers
- 2,000 subscribers
3. Send useful emails
You might send:
- 🛍️ New product announcements
- 💰 Discounts and special offers
- 📚 Helpful tips
- 📰 Company news
- 🎁 Customer loyalty offers
- 🔔 Reminders
4. Encourage an action
Every email should usually have a goal, such as:
- “Shop Now”
- “Book a Consultation”
- “Learn More”
- “Get 20% Off”
5. Measure the results
You can track things like:
- How many people opened the email
- How many clicked a link
- How many purchased something
Example
Imagine you own a clothing business.
Someone visits your store and gives you their email address. A few days later, you send:
Subject: New arrivals are here 👕
We’ve just received our new collection.
Get 15% off your first purchase this week.
Shop the new collection →
If 1,000 people receive the email and 50 purchase something, the email has helped generate sales.
Why businesses use email marketing
The biggest advantage is that you build your own audience. Unlike social media, where an algorithm controls how many followers see your post, your email list gives you a direct way to reach people who have opted in.
A simple strategy for a new business
You could start with:
Week 1: Welcome email
Week 2: Helpful information/tips
Week 3: Product or service promotion
Week 4: Special discount or offer
Then repeat the cycle while providing genuinely useful content.
