Passed on 22 May, 2025
2. Introduction to email marketing
Sending newsletters and special offers via email can play a key part in your overall marketing plan, building and strengthening relationships with your audience. In this lesson, we'll explore what’s involved in developing a contact list, targeting audiences based on interests, as well as building relationships with customers.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Set goals for your email marketing campaign.Develop a contact list that targets the right audience for your business.Understand the importance of targeting audiences based on interests.Outline how to build stronger relationships with your customers.
Learning objectives
By the end of this lesson, you’ll be able to:
Set goals for your email marketing campaign.
Develop a contact list that targets the right audience for your business.
Understand the importance of targeting audiences based on interests.
Outline how to build stronger relationships with your customers.
Email marketing basics
We’re presented with product choices, every day. If you want to stay top-of-mind with your customers, email marketing could be a good way to go.
How it works
Email marketing is a great way to connect with your audience and works well alongside other platforms, like your website or social media.When done well, it’s a cost-effective way to build customer loyalty and boost engagement. Because it isn’t device-specific, your emails can reach customers on mobile, tablets, or desktops—keeping you connected with your audience anytime, anywhere.
Set your goals
As with any type of marketing, your first step in email marketing should be to set goals. You might want to use email to build brand awareness, showcase products or services, promote special offers, or drive traffic to your website.
Make your goals SMART
SMART stands for specific, measurable, achievable, relevant, and time-bound. Let’s find out how this works in email marketing.
Specific
It’s crucial that your goals are specific enough to allow you to focus your efforts.Think about a single purpose, such as driving more visitors to your website.
Think about a single purpose, such as driving more visitors to your website.
Think about a single purpose, such as driving more visitors to your website.
Measurable
Specific goals are easier to measure, giving you greater insight into how successful your email marketing campaign is.Your goal needs to be something that you can track, like achieving X number of sales in Y time or getting X clicks to your website. For example, 100 sales in 2 weeks.
Your goal needs to be something that you can track, like achieving X number of sales in Y time or getting X clicks to your website. For example, 100 sales in 2 weeks.
Your goal needs to be something that you can track, like achieving X number of sales in Y time or getting X clicks to your website. For example, 100 sales in 2 weeks.
Achievable
Make sure your goal isn’t asking too much of the resources you have available to you.If your contact list has 100 emails, generating 200 sales might be unrealistic, even with exceptional content. Instead, focus on maximising engagement and conversions that are aligned to your audience size.
If your contact list has 100 emails, generating 200 sales might be unrealistic, even with exceptional content. Instead, focus on maximising engagement and conversions that are aligned to your audience size.
If your contact list has 100 emails, generating 200 sales might be unrealistic, even with exceptional content. Instead, focus on maximising engagement and conversions that are aligned to your audience size.
Relevant
Make sure your email campaigns are relevant to your business goals.If you’re showcasing a product, for example, is that the most popular or relevant product in your inventory to highlight to potential customers?
If you’re showcasing a product, for example, is that the most popular or relevant product in your inventory to highlight to potential customers?
If you’re showcasing a product, for example, is that the most popular or relevant product in your inventory to highlight to potential customers?
Time-bound
Give your email marketing campaign realistic time constraints.If the goal is to sell X number of products, make sure you provide adequate time for this to happen.
If the goal is to sell X number of products, make sure you provide adequate time for this to happen.
If the goal is to sell X number of products, make sure you provide adequate time for this to happen.
Refresh your memory
Building on what was covered in theSetting suitable goalslesson, let’s refresh and apply SMART goal-setting to email marketing. Write your own goals and ensure they’re SMART to keep your campaigns focussed and effective.
Develop your contact list
No matter what your goals are, a vital part of any email marketing campaign is developing a list of people who’ve expressed an interest in your business. So how do you find these people, and get their email addresses? Start by asking them.
How to build your contact list
Let’s say you own a dog grooming parlour. You have some regular customers but you’d like to boost sales and gain new customers.Here are a couple of ways to gather customer information and grow your email contact list.
Here are a couple of ways to gather customer information and grow your email contact list.
Here are a couple of ways to gather customer information and grow your email contact list.
Subscriber etiquette
When people think about signing up for an email list and becoming subscribers, there are a couple of things you can do to improve the email experience for your audience, so your emails don't end up in spam folders.
Double opt-in
In some countries, potential subscribers need to confirm their email address after initially signing up. This is a legal requirement in countries like Germany, Luxembourg, and Norway to name a few, so be sure to check legal requirements (like General Data Protection Regulation or GDPR) in your region. After providing their email address, a confirmation link is sent, and they need to click on the link to officially join the email list.Benefit to you: Spam bots can’t flood your form with fake email addresses.Benefit to subscribers: Avoid typos and ensure they actually get the emails they want.
Benefit to you: Spam bots can’t flood your form with fake email addresses.Benefit to subscribers: Avoid typos and ensure they actually get the emails they want.
Benefit to you: Spam bots can’t flood your form with fake email addresses.
Unsubscribe option
Make sure all of your emails have the option for subscribers to unsubscribe. This is another legal requirement in many countries so be sure to double check your emails are compliant with laws in your region. Always make it easy for them to unsubscribe—it’s a legal requirement in many countries.Benefit to you: This keeps your contact lists active and helps keep down bounce rates.Benefit to subscribers: Subscribers are in control of their inbox.
Benefit to you: This keeps your contact lists active and helps keep down bounce rates.Benefit to subscribers: Subscribers are in control of their inbox.
Benefit to you: This keeps your contact lists active and helps keep down bounce rates.
Keep emails regular
Don’t overwhelm subscribers with too many emails.Benefit to you: Protect your sender reputation so you don’t get flagged as spam.Benefit to subscribers: They hear from you only when it’s relevant and can opt-out if they choose.
Benefit to you: Protect your sender reputation so you don’t get flagged as spam.Benefit to subscribers: They hear from you only when it’s relevant and can opt-out if they choose.
Benefit to you: Protect your sender reputation so you don’t get flagged as spam.
Target customers based on their interests
Now that you’ve started building a list of people who want your emails, think about how you can use their interests to send messages that feel personal and relevant to each customer.
Automated email marketing
Automated email marketing saves time by sending personalised emails triggered by customer actions. These email paths, or step-by-step flows, guide users through their journey. For example, send a welcome email after signup or a cart reminder to re-engage shoppers and drive results.
Make every email matter
Tailored emails are key to effective email marketing. They ensure your messages feel personal and relevant, increasing engagement, building trust, and driving actions like clicks, purchases, or sign-ups.
Welcome new customers
Personalise your welcome email by including the customer’s first name—it builds a stronger connection and increases engagement. Introduce your business, share what they can expect, and include a quick poll to ask what they’re most interested in, like updates, offers, or tips.
Send personalised offers
Tailor your emails by creating segmented audience lists based on customer preferences. Use automation tools to build email paths targeting specific groups—like sending cat owners cat-related offers and dog owners dog-related offers. This ensures your content meets their specific needs.
Think about seasonal content
Seasonal emails are a great way to keep things timely. For instance, dog owners might value spring grooming tips or winter coat discounts. Focus on providing useful information and timely offers that align with your customers’ needs.
Understand your customers
While you’re educating your customers about your business, you can use marketing emails to learn more about them as well.
Get feedback
Ask subscribers what types of updates they want (e.g., tips or news) and how often they’d like emails (weekly or monthly). Use an emoji scale to gauge sentiment, and record preferences in your email database. Reflect their input in future campaigns to ensure content stays relevant.
Build loyalty
Long-term subscribers are valuable to your business. Use loyalty-building campaigns to learn more about them by asking for feedback or preferences. This helps you understand their needs and create tailored offers or content to strengthen your relationship.
Make the most of audience segments
As we’ve mentioned, tailored messages improve engagement. Group subscribers by interests, behaviours, or demographics to send more personal, relevant emails.
Build relationships with customers
The best way to build relationships with your customers through email marketing is to better understand your customers’ wants and needs.
Examples of building relationships with customers
Let’s say certain customers have ordered a flea and tick treatment through your website in the past. With summer approaching and pests on the rise, this is the perfect time to connect with them through targeted emails.
Email marketing in practice
Spend some time completing the activity on this page. It will provide a foundation for the lessons that follow.
✅ ActivityTake a moment to open your personal email account and check your inbox.Check the items off as you go.Open some product or service emails and explore the content in it. Is it relevant to your interests? Do you find it engaging?If not, can you identify why this email isn’t hitting the mark for you?When crafting your own marketing emails, review emails that stand out to you as a customer and think about why they’re effective. Use them as inspiration to shape your own approach.
Activity
Take a moment to open your personal email account and check your inbox.
Open some product or service emails and explore the content in it. Is it relevant to your interests? Do you find it engaging?
If not, can you identify why this email isn’t hitting the mark for you?
When crafting your own marketing emails, review emails that stand out to you as a customer and think about why they’re effective. Use them as inspiration to shape your own approach.
Download PDF
Download PDF
Check your knowledge
It's time for you to check and reflect on what you've learned so far.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 2
Lupita runs an online coffee subscription service, and she has some thoughts about how email marketing can help her business.Can you identify how an email campaign would benefit Lupita?
Can you identify how an email campaign would benefit Lupita?
Can you identify how an email campaign would benefit Lupita?
It’s a good way of keeping customers informed about new coffee blends
It helps customers contact each other via email
It will let her send info about decaf blends to customers who prefer decaf
It lets customers email her if they have problems or questions
Submit
Submit
Yes.You can use email marketing to tell customers about products and promotions, and even to send out discount vouchers and special offers.If you know some of your customers’ product preferences, you can send out emails with content tailored just for them.Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
You can use email marketing to tell customers about products and promotions, and even to send out discount vouchers and special offers.If you know some of your customers’ product preferences, you can send out emails with content tailored just for them.Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
If you know some of your customers’ product preferences, you can send out emails with content tailored just for them.Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
If you know some of your customers’ product preferences, you can send out emails with content tailored just for them.Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
Email marketingwon’t let customers contact each otherover email, and they’re often sentfrom a ‘no reply’ address, so customers wouldn’t be able to reply to them with problems or queries. A dedicated customer service email address would be better for that.
Question 2 of 2
What system should you use to make sure you set realistic goals for your email marketing campaign?
CLEVER
BRIGHT
SMART
BRAIN
Show Answer
Show Answer
Not quite.Use the SMART system when setting goals. This helps you to make sure your goals are specific, measurable, achievable, relevant, and time-bound.
Use the SMART system when setting goals. This helps you to make sure your goals are specific, measurable, achievable, relevant, and time-bound.
Lesson complete
Great job!Now you've had your introduction to email marketing.Head to the next lesson to find out how you can continuously improve your email content.
Now you've had your introduction to email marketing.Head to the next lesson to find out how you can continuously improve your email content.
Head to the next lesson to find out how you can continuously improve your email content.
Head to the next lesson to find out how you can continuously improve your email content.