The Basics of Email Marketing

Basics of Email Marketing

When it comes to digital marketing, using email to turn contacts into customers is a trick that is as old as time. Marketers all around the world use email as a form of communication to promote products and services while also developing relationships with potential customers. Anytime a business sends a consumer an email, besides an order confirmation or response to a question, it could be considered a form of email marketing. At its best, email marketing allows businesses to keep their customers in the loop while tailoring their messages to appeal to their target audience. With the business world changing every day, the one thing that will stay the same is the effectiveness of email marketing.

Benefits of email marketing

Email marketing that is done correctly converts prospects into customers and turns one-time buyers into repeat customers. With 3.8 billion email users worldwide and 99% of them checking their email at least once a day, it’s hard to debate if email is an effective way to communicate with consumers. The marketing world has turned towards social media, but the numbers show that email marketing is still the most effective way to reach customers. Now that you know that email marketing is far from dead let’s dive into the benefits email marketing can bring to your business.

Owning your contact list

On a social media platform, your account and all your following have the chance of being suspended or even deleted at any time. This could happen for many different reasons and could come without warning. But with email, you’re in full control. There is no need to worry about a platform deleting your account and having to start from scratch. You’ve worked hard to build a contact list, and you can rely that it isn’t going anywhere with email.

Reaching an already engaged audience

Email is one of the only forms of marketing that the consumer asks to receive information and content related to your company. Most businesses only send emails to consumers that have signed up to receive them. One thing you do not want to do is start sending unsolicited or even spam emails to consumers who have not signed up to receive them. That is email marketing at its very worst, and in most countries, it is illegal due to anti-spam and privacy regulations. Building your email list organically will lead to a much higher conversion rate and be more effective overall. For more information on anti-spam regulations, check out CAN-SPAM Act for the United States, GDPR for Europe, or CASL for Canada.

Low Costs

One of the best reasons to turn to email marketing is how cost-effective it is. There is very little to no cost involved with sending out an email. In saying that, Email marketers might want to consider investing in software to automate, evaluate, and track their emails. This will be a small price to pay if you send thousands of emails at a time, and trust us when we say it’s well worth the money. Keep in mind that these costs are much lower than what you would expect to pay when using other marketing forms.

Top rated email marketing platforms

A good email marketing platform should allow you to create highly engaging emails with an easy to use interface. It should enable you to have the ability to send out bulk emails that are highly personalized and the ability to manage your contact lists, segment contacts into groups, and track the performance of your campaigns. Having said all of that, let’s take a look at some of the best platforms for email marketing and how they stack up against each other.

1. MailChimp

mailchimp email marketing Mailchimp is one of the most popular email marketing service providers globally because they offer an email marketing service plan that is completely free. As for their paid plans, they start at roughly $10 per month. Mailchimp comes with an easy drag-and-drop email builder, the ability to segment contacts into groups, set delivery times based on the user’s time zones, autoresponders, and tracking analytics.

2. Constant Contact

constant contact email marketing Constant Contact is one of the fastest-growing email marketing services. It is also the easiest to use for beginners. With a 60-day free trial (no credit card required) and after that, pricing starting as low as $20 per month. Constant Contact is an awesome choice for anyone trying to get their foot in the door when it comes to email marketing.

With a Constant Contact account, you gain access to easy reporting and tracking, the ability to segment your contact lists, built-in social media sharing tools, Facebook ads integration as well as a free image library.

3. Drip

Drip Ecommerce Drip offers a wide range of tools to make sales funnels, personalization, and marketing automation easy. What sets Drip apart from the rest is their intelligent marketing automation tools, split testing features, smarter email segmenting, list groups, and a visual workflow builder. These features allow you to reach your targeted customers and drive home sales. Drip’s marketing automation allows you to send bulk emails while still engaging and connecting with every customer on a personal level.

When it comes to price, Drip is more on the pricier side of things, with plans starting at $49 per month. But the good thing is that they offer a free trial so you can get a taste of what Drip has to offer before diving into a subscription.

4. SendinBlue

sendinblue email marketing Last but certainly not least is SendinBlue. SendinBlue is an SMS and email marketing software and one of the fastest-growing emailing marketing platforms in Europe. The platform is extremely easy to use with a simple drag and drop editor. Your account includes user-friendly marketing automation tools that allow you to send emails, create automatic follow-up emails, and segment users. It can also select the best time to send bulk emails to ensure that your email does not fall on deaf ears.

In terms of pricing, SendinBlue comes with a free option that includes up to 300 emails per day; the fall back to this option is that all of SendinBlue’s branding will be on your email. As for the paid plans, they start at $25 per month.


Not all email marketing platforms are built equally; therefore, choosing a platform that fits your business may come as a challenge. For that reason, here are our recommendations for the platforms that will suit your company best. If you’re a small business, non-profit, or someone who doesn’t want to blow the bank when it comes to email marketing, MailChimp or Constant Contact is the choice for you. Their pricing is great or even free! The advantage of going with Constant Contact and their paid plan will be that their support team is second to none.


If you run a primarily online business, then Drip may be for you. They have some of the best email marketing software on the market, and their personalization and automation features are next level.


Business owners who want to capitalize on email and SMS, then we’d have to say that your best bet is SendinBlue. Their platform is easy to use, and they allow you to manage both SMS and email from a single interface.


No matter what platform you choose, there is no doubt that email can help your business effectively reach customers while also being one of the most cost-effective and result-driven ways to market.

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