Email Marketing nowadays is the most profitable sales channel among all available on the market. The average ROI (return on investment) for email marketing is $36 for every $1 spent. It’s an incredible ratio of earnings to costs incurred.
Email Marketing is used by companies and agencies around the world. Through email marketing campaigns, you can:
- Generate robust leads
- Build a base of new readers for your newsletter
- Sell your products to a dedicated group of recipients
And much more.
Knowing how powerful and profitable it is as a sales and customer communication channel, I decided to write a comprehensive guide.
Reading it, you’ll find answers to questions such as:
—> What is email marketing, and how does it work?
—> Why is email marketing so popular and profitable?
—> Who should use email marketing (and who shouldn’t)?
—> How to convert any prospect into clients thanks to email marketing?
—> What is CTA, and why is it so important to acquire readers and clients?
And, of course, many more.
Do you use email marketing? If not, or if you do but are not seeing the proper profit from it; this post is just for you.
In a nutshell:
What Is Email Marketing & How Does It Work?
Let’s start with the generals and move on to the specifics.
—> Email marketing is one of the marketing channels aimed at acquiring customers from a selected target group.
Now, let’s dive into the details.
—> Email marketing is a digital marketing strategy that involves sending emails to a targeted group of recipients with the goal of promoting products or services, building customer relationships, or nurturing leads.
For the last few years, email marketing has been recognized as the most profitable marketing channel. It delivers the highest ROI among all marketing channels, such as SEO (search engine optimization), media buying, LinkedIn campaigns, Quora, and many others.
How Does Email Marketing Work?
Email marketing is about sending targeted emails to your recipients. Before officially sending emails, you have to know who can buy your products.
Assuming you already have a well-chosen and refined product (it can be SaaS, strollers, or a book), you then need to choose the right tool to create your campaign. Selecting the tool is another, and definitely more advanced, step. I’ll talk about that in a while.
But for now—let’s talk about campaigns from scratch. Do you know who your ideal customer is?
Ideal Customer Profile (ICP) in Email Marketing
Let’s get started with the basics: What’s an ICP?
ICP stands for ideal customer profile, and it refers to the ideal customer for the product you sell. But of course, an ICP is a formula for identifying a customer in any service and industry.
When creating your product, you certainly have some assumptions about who might buy it. And this is where the rubber hits the road. If you create a product or service that is up-and-coming & extraordinary, but you haven’t analyzed who could buy it, you can guess the result—no sales at all.
So, let’s move on to the question you’re probably thinking about: How to create an ICP in email marketing?
In the case of email marketing, SEO, or copywriting, the rule is the same—you need to know who might buy what you sell.
When creating an ICP, start by asking the right questions. Let me give you a better picture.
A few years back, building an Ideal Customer Profile boiled down to the simplest questions that led nowhere. For instance:
- Who’s your customer?
- How much does your customer have?
- How can you reach out to your customer?
And a few more in this style. However, let me not butcher this part of marketing.
Now, creating an ICP in email marketing is truly an art, and asking the right questions and grouping them correctly leads to the regular growth of your business.
ICP: What Questions Must Be Asked?
I’ve batched the questions into 5 groups. Each of them has 3, relevant questions for any given business.
1/ Psychographics:
- What kind of lifestyle do they enjoy?
- What are their hobbies and interests?
- Which values and beliefs are most important to them?
2/ Purchasing Habits:
- What influences their buying decisions?
- What common concerns do they have before purchasing?
- How do they prefer to buy—online, in-store, or other methods?
3/ Media Preferences:
- Which social media platforms do they use most?
- What blogs, magazines, or news sources do they follow?
- What types of media do they engage with and share, like videos, articles, or podcasts?
4/ Goals and Challenges:
- What challenges do they face in achieving their goals?
- What are their primary goals, personally and professionally?
- How can your product or service help them overcome challenges or reach their goals?
5/ Customer Journey:
- At what stages do they engage with your brand?
- How does their journey unfold from identifying a need to making a purchase?
- What are their expectations and experiences at each point in the buying process?
For the record, you can adjust these questions based on your business needs and preferences. You can also conduct in-depth interviews with potential customers to better understand what resonates with them about your product.
Nevertheless, I can guarantee you that if you work on an ICP for your product, you’ll ramp up your sales.
What Is CTA (Call to Action)?
A Call to Action (CTA) is a prompt for your reader, audience, or potential customer to take action. By using a CTA, you direct your audience to take the next step. What step? That’s up to you. Due to the CTA button, your prospect can take various actions—download a PDF file or a podcast episode, leave their information, sign up, or simply purchase your product. That’s why a CTA is a critical element in marketing, web design, and content creation, as it encourages the audience to take a specific action.
What’s the Purpose of Using CTAs?
At its core, a CTA is a prompt that encourages immediate action from the audience. Its purpose is to drive conversions by urging visitors to take an intentional, beneficial step. Depending on the goals of your campaigns—especially email marketing—you set your guidelines for CTA buttons accordingly. What’s the intersection of campaign goals? From increasing sales to boosting engagement or generating leads.
In a broader sense, CTAs are used in various marketing channels, including:
- Emails
- Webpages
- Social Media Posts
- Advertisements (online and offline)
- Blog Posts (you know what I mean)
- Landing Pages (most common ones)
Effective CTAs are clear, concise, and compelling, ensuring that users know exactly what is being asked of them and why they should comply.
What’s the next step?
6 Types of Call-to-Action Buttons
There are many types of CTAs, each designed for a different purpose. Here are some common ones:
Lead Generation
Lead generation CTAs focus on capturing contact information from potential customers. These typically involve offering something in return, such as a downloadable guide, access to a webinar or a discount.
—> Example: “Download Our Free eBook”
Sign-ups and Subscriptions
These CTAs prompt users to sign up for newsletters, accounts, or updates, helping businesses build relationships with their audience over time.
—> Example: “Subscribe to Our Newsletter for Updates”
Purchase or Sales-Oriented
These CTAs directly prompt users to make a purchase or engage in a sales process.
—> Example: “Buy Now,” “Add to Cart”
Social Sharing
Social sharing works impeccably through social selling. Social sharing CTAs encourage users to share content or engage with a brand on social platforms. Here we are. These help increase visibility and organic reach.
—> Example: “Share This Post on Facebook”
Learn More
Very subtle way of saying “learn a bit more now, buy later.”
CTAs that guide users to more information or a deeper dive into the content.
—> Example: “Read More,” “Learn More About Our Services”
App Downloads
You know Duolingo, right? This is my fav language app. I’ve been learning through Duo Spanish 🇪🇸 & Portuguese 🇵🇹 for the last 3 years. But you remember how many times you’ve found their pop-up with the info: download me! And you’re not surprised why it appeared.
Duo, alongside brands like Ryanair, Coca-Cola, and BMW, is recognized as having one of the best marketing campaigns. They’ve mastered the art of crafting appealing CTA buttons.
These prompt users to download a mobile or desktop app, often by highlighting the app’s features or benefits.
Whenever you require your reader to take further action—apply a CTA. By doing so, you increase the likelihood of sales, open & response rates, and contribute to the success of your email marketing campaigns.
How to Apply CTA in Email Marketing?
Let me guide you through CTA, precisely in email marketing.
A well-designed Call-to-Action (CTA) will help you drive engagement and achieve campaign goals. Here are 6 key strategies to effectively apply CTA in your email marketing:
1. Make it Clear and Actionable
Use strong, action-oriented language that clearly tells the recipient what to do next. Phrases like “Shop Now,” “Get Your Discount,” or “Subscribe Today” are concise and direct, guiding users towards the desired action.
2. FOMO: Fear of Missing Out
Incorporating urgency (e.g., “Limited Time Offer” or “Ends Today”) motivates recipients to act immediately. Creating a sense of scarcity—such as “Only 5 Spots Left”—will increase CTR (click-through rate).
3. Make it Visible (the more, the better)
Email Marketing Pro Tip: Don't Use More Than 2 CTAs in One Email
— Simon Gorlak (@simongorlak) September 6, 2024
A common mistake for marketers & salespeople is that they don't add CTAs (Call to Action) throughout emails.
When it's taken too literally, the resulting emails have too many CTAs—at least more than two.
And this… pic.twitter.com/NZAxHfE9bI
Your CTA button must stand out visually. Use contrasting colors, bold fonts, and strategic placement within the email, such as near the top or in multiple sections, to make it impossible to miss.
4. Personalize the Message
Everybody loves well-personalized messages. It shows your prospects that you’ve put enough effort to reach out to the right person. Result? Your chance of sales grows immediately. Tailoring CTAs to individual recipients based on their preferences or behaviors (e.g., “Continue Your Journey” for returning customers) makes the CTA feel more relevant, increasing the likelihood of conversion.
5. Test and Optimize
A/B testing—the most beloved topic for every marketer. A/B testing different CTAs is essential for understanding what resonates best with your audience. Test variations in wording, color, size, and placement to determine which version yields the highest engagement.
6. Align with the Email’s Content
Last, but very not least—content. Make sure that the CTA is relevant to the email content. If the email promotes a specific offer, the CTA should guide recipients directly to that offer, creating a seamless user experience.
Call to Action: Examples of How Not to Use That
It’s cool to talk about the exquisite examples of CTA. Everything works seamlessly, nice. But what about the example of how not to use it? Let me enlighten you.
Being Too Vague
Do something, but… what and how? A CTA like “Click Here” doesn’t give users a clear idea of what they’re clicking for. Always be specific about the action they should take, such as “Download Your Free Guide” or “Start Your Free Trial.”
Overloading with Multiple CTAs
Studies have shown that using more than 2 CTAs per email works worse than not using any call to action at all! Bombarding readers with too many CTAs in a single email or landing page can confuse and overwhelm them. Focus on one clear, primary CTA to guide users toward the desired action.
Poor Design and Placement
If your CTA button is hidden at the bottom of an email or blends in with the background, it’s likely to be ignored. Make sure your CTA stands out visually and is placed where it’s easily visible, preferably above the fold.
By avoiding these common mistakes, your CTAs will be more effective in driving engagement and conversions, and… whatever your CTA points out to do!
F Pattern: This is How to Write Emails
The F-shape, in email marketing, is one of my most interesting parts of writing emails. Specifically, email bodies.
Have you ever heard about the F-shape?
The F-pattern, illustrated in the image, is a widely recognized way readers scan email bodies. In other words; the F-pattern makes your emails more skimmable, which helps your readers faster get the bullet points.
Readers typically start by scanning horizontally across the top of the content (Step 1), then move slightly down and scan again (Step 2), before finally scanning vertically along the left-hand side (Step 3). This behavior forms an “F” shape and is crucial to keep in mind when writing emails.
How to Apply the F-Pattern in Your Emails?
—> Put Important Information at the Top
Every email is read from the top to the bottom. That’s why you should follow this structure when presenting information in your email content. Since readers spend the most time at the top of the email, use this space to place your key message or most compelling offer. Make sure your CTA or hook is within this area to capture attention quickly.
—> Use Subheadings and Bullet Points
By breaking your content into digestible sections, you make sure that readers will capture the gist of your message as they move their eyes horizontally, especially when they reach Step 2 in the pattern.
—> Place Your CTAs Strategically
Getting back to CTAs—make sure that your CTA is placed either at the end of Step 1 (first horizontal scan) or towards the bottom where readers’ eyes scan vertically. This increases the likelihood of your CTAs being seen and clicked.
Always implement:
> personalization
> bullet points
> CTAs
Your prospects don’t read every email thoroughly. They skim the emails, looking for the most important points—for them. That’s why bullet points & well-thought-out personalization are a must.
Center The Key Message in the Middle of the Screen
While writing this in-depth email marketing guide, I couldn’t overlook this element.
Once, I heard this piece of advice: “Write emails so that the main information is placed in the middle of the screen.”
Hey, wait a moment!? It’s genius! This little tip helped me increase my response rate by 28% within two months since I started A/B testing!
Place the main information in the middle of the screen—no matter what you’re informing your recipient about.
Whether it’s a contract, scheduling a meeting, or a key CTA button—this information needs to be visible in the middle of the screen.
Why?
Each of us primarily focuses on the center of the screen. We don’t just look at the top or bottom. The majority of readers’ attention (roughly 70% of reading time) is directed toward the middle of the screen.
By structuring your email bodies this way, you’ll increase your response rate, and your emails will become more persuasive.
List Segmentation for B2B Email Marketers
Alright, let’s get started from scratch — what is list segmentation in email marketing?
List segmentation for B2B email marketers is the process of dividing an email list into targeted groups based on specific criteria like industry, job role, and company size. This allows marketers to send personalized, relevant content that drives better engagement and conversion rates.
So, how to segment your email marketing lists like a pro?
I’ve decided to break down the segmentation for email marketers into 5 groups. It’ll facilitate you to dive into (the most important) details.
Here are some advanced segmentation techniques that will take your B2B email marketing to the next level:
> Industry-Specific Segmentation
Industry is fundamental. Believe me, the open and response rates are completely different in the e-commerce industry compared to the medical industry. The better you personalize your audience group, starting with their industry, the higher ROI you’ll achieve and the less budget you’ll burn.
> Company Size and Revenue
Segmenting based on company size (SMEs vs. large enterprises) or revenue enables you to align your offers and CTAs with the budget and needs of different businesses. You know, a startup or a 1-person-working family won’t subscribe to a $1,000 product a month, whereas for Hubspot it’ll be easy-peasy.
> Job Role and Decision-Making Power
Let me put it this way—who’s the prospect that you’re reaching out to? Is it a manager, specialist, or a CEO? This is where the rubber hits the road. Differentiate between decision-makers, influencers, and end-users within a company. Executives need high-level insights and ROI-focused messaging, whereas technical staff might prefer detailed product specifications or case studies
> Geographic Segmentation
For instance, the US market is different (and more profitable) than the market in Western Asia. That’s why geography matters. For B2B companies operating in multiple regions, segmenting by geography allows for localization of content, events, and promotions. Different regions may have specific pain points, regulations, or opportunities that you can address directly.
> Behavior-Based Segmentation
Take advantage of behavioral data, such as website visits, content downloads, or past purchases, to send highly targeted emails. For instance, if a contact has recently downloaded your e-book on automation, you could follow up with related product recommendations.
Afterword: By implementing these advanced segmentation techniques, you’ll write highly personalized email campaigns that resonate with specific groups, improving engagement, conversions, and your overall ROI.
5 Benefits of Email Marketing Segmentation
I’ve briefly mentioned why it’s worthwhile to focus on email segmentation, but to solidify the point, here are five clear benefits you can expect by implementing even a basic segmentation strategy:
- Increased Engagement
Companies that deliver targeted campaigns often experience higher open rates, click-through rates, and conversion rates, surpassing industry standards. As seen in the Submission Technology example, segmentation helps align your content with your audience’s interests.
- Better Inbox Placement
Sending relevant content to your audience shows Internet Service Providers (ISPs) like Gmail and Yahoo! that your emails are trustworthy. As a result, they’ll be less likely to send your emails to spam, improving your overall deliverability.
- Deeper Audience Insights
Through customer data analysis, you’ll gain a clearer understanding of what type of communication works best with each segment, enabling you to improve the customer experience and maximize the ROI from your highest-value segments.
- More Effective Marketing Data for Other Channels
Segmentation doesn’t just benefit your email strategy. The insights you gather can also enhance other marketing efforts, such as running more precise PPC campaigns that target individuals who mirror your most loyal customers.
- Reduced Costs
With proper segmentation, you can identify inactive users who no longer engage with your brand, potentially saving costs in your email marketing or CRM tool. You can attempt to reengage these contacts first, and if unsuccessful, remove them from your list—a process known as a sunset policy—thus optimizing your database for better results.
How to Pitch (Sales Example) via Email?
Let’s be honest—every email, especially a cold email, has a hint of a pitch. No one pitches in the first email—of course—but everyone knows what they are leading to: a sale.
Your prospect receiving such an email knows this as well. If you target the wrong audience, they’ll see your email as spam. But if you do it skillfully by creating a good ICP (Ideal Customer Profile), you’ll easily convert your prospect into a customer.
So, what and how should you pitch your emails?
Email Subject Line
Let me start with something less obvious, but incredibly important.
A succinct email subject line is the foundation of your email marketing campaign.
Guess what happens when you create a fantastic email body, but your email title is too cheesy to be opened? You got it—your email will never get a response.
You need to intrigue your reader with a subject line that grabs their attention.
How to write email titles that make your prospect irresistible to click on them? Here’s the list of 115 Email Subject Lines to Boost Open Rate and Sales. It’ll be helpful from the day 1.
Moreover, length. How long should be your email title? Simple:
—> Mobile: The ideal subject line length is about 25–30 characters. It’s not much, I know, but you need to be concise and direct. With limited screen space, shorter subject lines are easier to read and more effective.
—> Desktop: You can extend the subject line to 50–60 characters, with some email clients showing up to 70. Even so, it’s essential to keep it brief and clear for maximum impact.
Personalization
Personally? My favorite topic when it comes to writing emails.
You wouldn’t believe how many potentially good emails have abandoned because they weren’t personalized.
Personalization is the first and foremost step to catching your readers’ attention.
If you don’t address them individually, why would they pay attention to your brand and identify with it?
There’s a simple psychological pattern: through personalized messages, your reader feels that you have something exclusively for them and that you care about them.
This need for attention is what makes us identify with a person (or a brand) and become attached.
A must-apply takeaway: always personalize your emails whenever you can.
In fact, you can personalize every aspect of your email, however, mostly focus on these six:
1/ Location
2/ Job Title
3/ Last Purchase
4/ Company Name
5/ Recipient’s Name
6/ Special Occasions or Events (Happy Birthday, Jennifer!)
It’s a small step, but it will change a lot.
By personalizing each email, you’ll regularly increase the open & response rate.
Email Body
The above image is my own email, which helped me close a $50,000 per month deal. Of course, that number isn’t rocket science, but the same email could close 6-figure deals as well.
So, what’s really important in the email body?
Alongside personalization, you need to show your reader that you know what you’re talking about. Your expertise, practical knowledge, and experience make all the difference. Even if you don’t (yet) have experience, your prospect should read the email and think: “Damn, I’m going to buy from this guy!”
> Use storytelling
> Do your research
> If necessary, use math
> Provide tangible arguments
> Refer to the topic-oriented case studies
Numbers never lie, and using them effectively will always convince even the toughest players.
Now you have the full range in your hand. I believe it will be extremely useful to you! And if you need any help—contact me anytime!
What is a ‘P.S.’, and How Does it Work?
P.S. in email marketing is an interesting topic. It can bring great results, but you have to admit, it’s not talked about much.
A “P.S.” or postscript is an additional note added at the end of an email or letter, after the main body of the text. It stands for “postscriptum” in Latin, meaning “written after.” In email marketing, a P.S. is often used to highlight a key point, reinforce a message, or add a personal touch to encourage action. Despite being placed at the end, the P.S. often catches attention, as many readers skim through emails and focus on the final section.
Here you’ll get 3 examples of how you can use P.S. in practice:
>>> P.S. Don’t forget to mention about our contact to your friend! 👀
>>> P.S. If you have any questions or need further clarification, feel free to hit reply—I’d love to help!
>>> P.S. As a token of appreciation, find a 20% discount through that link —> [LINK] 💚
P.S. What’s your experience with using P.S. in emails?
The Best Email Marketing Tool You Must Try
No email marketing campaign will work without a good email marketing tool. Much is said about two tools: MailChimp and ConvertKit. They’re good and effective, undoubtedly. However, choosing the right tool depends on the stage you’re at.
My absolute favorite tool and recommendation? GetResponse.
GetResponse is a tool that effectively measures the performance of your campaigns, automates every email-sending process, and provides all necessary information about your performance. It’s an all-in-one email marketing solution, whether you work as a freelancer or blogger (like me), or in a large marketing agency.
Here are the 3 most important & most desired features of GetResponse to kick off your email marketing campaigns:
- Email Automation: Allows you to create automated workflows for targeted email campaigns, improving engagement and efficiency.
- A/B Testing: Helps optimize email content, subject lines, and timing for better performance by comparing different versions.
- Personalization: Customizes email content for individual recipients based on their behavior, preferences, or demographics.
And of course, much, much more.
Wanna delve into details? Check them out 👇
Email Marketing: Most Important Statistics
So, why should you invest in email marketing?
Here are 8 why’s:
- There are 4 billion people using email daily.
- 37% of companies are boosting their email marketing budget.
- Most marketers prioritize mobile-friendly emails in their strategies.
- Segmented email campaigns generate 30% more opens and 50% more clicks than non-segmented ones.
- The majority of marketers send 2–3 emails per day, while 12% send one weekly.
- 77% of marketers have observed an increase in email engagement over the past year.
- Smartphone users favor email for receiving brand messages.
- Testing your emails results in a higher return on investment (ROI).
Now you’ve got anything about the most comprehensive guide in email marketing.
I’ve shared with you my secret sauce, expertise, examples, and I do believe you’ll take advantage of it!
However, what are your thoughts? Would you add something from your end?
If you have any questions or doubts, feel free to contact me anytime!
P.S. If you liked my post, you can support my blogging journey with any amount of coffee. 👇
Thank you for reading and contributing!
Simon
Author Profile
- Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Copywriting, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.
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