One of the biggest struggles of our modern lives is those unread emails that clutter our inboxes. But things become more stressful when you are the one sending those emails.
One wrong move, and you can get blocked, marked as spam, or unsubscribed. Because, to be honest, no one likes random emails about products they don't know they want or not. But with the right approach, you can change the entire attitude of your potential users. How?
Read along as we discuss 6 things you need to do to start with email marketing and see how it brings in the numbers. Do not worry, we will not tell the obvious story about having a better design or a more aesthetic template! Let us get into the major details right away.
Thing #1 — Start With a Goal, Not a Tool
Most marketers worry about finding an ideal automation tool that will make things faster, and believe that is all they need. But this is where the problem begins. You don’t want your automated emails going to everyone. Why?
- It might land in the inbox of a user who really hates emails, and they get outraged. Results? You lose a potential customer.
- Think about it this way: what will a person with dry skin do with the recommendations for taking care of oily skin?
The solution? A wiser approach towards automation, which is backed by dedicated planning.
Pick an Email Marketing Goal
Not all emails that you should send should be business growth-oriented. Sometimes you just require a space to tell your users what you bring to the table. Or, intrigue them enough that they themselves reach out to you and not the other way round. That is why you need to compartmentalize:
- Sales-driven (ecommerce, offers)
- Lead nurturing (SaaS, services)
- Relationship building/ getting to know each other (newsletters, creators)
Now, once you know what your email marketing campaign should target, pick up on a key metric and start assessing your progress. For example:
- Newsletter → click-through rate
- SaaS → trial activations or users trying the free version after reading the email, and so on.
The only way to succeed in this stage is by understanding that one email campaign is not going to get you record sales. But, it is the optimum way to tell your users that you are here!
Thing #2 — Build an Email List That Wants to Hear From You
In a dynamic space of email marketing, it is quite tough to crack the code. Especially with our declining attention span and our growing fear of our privacy. For a safe bargain, let us simply assume that out of the 1000 emails you send, only 20 people read it thoroughly.
So our approach should be to give those twenty people exactly what they want. The concept of more subscribers is really tempting, but it doesn’t happen overnight and not by sending thousands of emails. The solution?
Rely on permission and not pressure.
You need to build an ethical list of the people of those supposed “20” potential users who are willing or, in some cases, to wait to hear from you. Now, a good email list is very simple: it is a list of people:
- Who knows who you are
- Remember why they signed up
- Who are waiting for some insight from your emails
For example, a person signing up for “daily newsletter for SEO beginners” will not email like” our new download feature is faster than ever”. But this seems easier in context. How does one actually have their way around this? The answer is two quick and easy words: Data Analytics.
Website Sign-Ups (Done Right)
We are no longer reliant on “subscribe to our Newsletter”. Instead, we take a step forward by understanding our users, analyzing the available data, identifying gaps in the market, determining search intent, and then establishing the ground rules.
Content-Based Sign-Ups
In the age of reels and AI overviews, and a shrieking attention span when a user is reading through your entire content, your mission is accomplished. It means they already trust your voice; it is the right time to invite yourself into their inbox.
A simple “subscribe to our newsletter to know more about this” to” never miss out on the latest trends” will do you wonders as compared to random bombarding of emails.
Social Media
Now things get way easier for you if you are already active on social media. It means users interact with your content and most definitely like what they see. This is where you apply the oldest marketing trick in the book, “We share things via email that we don’t post anywhere else”! Make your subscribers feel special and make them want your emails instead of the other way around.
Single Opt-in vs. Double Opt-in
Now, this is where many email marketing beginners tend to mess it all up. Your approach that it just another email can ruin the entire brand’s reputation. This is why you have to give your users the final say always when it comes to emails.
- Single opt-in:
User enters their email > added to your list - Double opt-in:
User enters email > confirms via a verification email > then gets added
When you are just starting, the double opt-in method is a lifesaver. Not only does it minimize any email-related errors, but protects you from being marked as spam. Plus, you have an assurance that your users will be expecting you.
Thing #3 — Write Emails for Humans, Not Algorithms
Let us be honest, we will delete any email that says “Exclusive Offer Inside!!!”. Either we will think it is a phishing attack or another boring spam mail. Now there goes your weeks of hard work!
At the same time, people don't really prefer to read a sales pitch every time they open their emails. This is why you have to cater to their curiosity more than anything else. Think about it this way: no one really cares if there is another new AI tool being launched in the market.
But you will have all the attention in the world once you begin the emails with a hook, curiosity, or clarity. Something like
✅“Meet the first AI that hates robotic writing” does way more as compared to
❌“ Get a 50% discount on our new AI tool.”
In short, you rely on an approach that feels more natural to your users, instead of saying the same thing that every AI tool is saying.
This is also where HumanizeAI.io can help you greatly every step of the way. You can either rely on our AI humanizer, which is trusted by more than 7 billion users, to transform your robotic content into real-life conversations. Or, simply use our AI Email writer to do it all for you.
Thing #4 — Do Not Drown In Measuring Data
Sometimes we have all the data, but still nothing seems to fall in place. The reason? We tend to keep track of irrelevant attributes. Think about it this way: what will you do by knowing how many emails you have sent? The correct approach is to know what kind of users you have sent it to. This subtle change in approach is what makes all the difference.
Here are a few simple metrics that can set your marketing campaign on the right track if not anything else:
Open Rate
If you are only sending your email to the cream users who are actually in need of the product, this is a non-negotiable. You need to know how many people are actually liking your approach, or if you can make a breakthrough with your users.
Click-Through Rate
This is the number that says how many people actually read through your emails and took the necessary action. It is your big assurance that your brand voice is actually creating a stir.
Unsubscribe Rate
You have to know how many potential users chose to unsubscribe from your mailing list. This is how you are able to decide if your technique is working, your brand voice is being heard, or do you need a completely new approach altogether.
Conversion Rate
Are the emails actually bringing in the numbers, or is it simply an added task? Whether it is purchases, sign-ups, or downloads, the conversion rate gives you that much-needed reality check.
Thing #5 — Get the Boring Technical Stuff Right
Your entire email marketing campaign is dependent on one simple thing: your email HAS to reach your user’s inbox. Everything comes to a halt if it's marked as spam halfway through.
Or, in other words, you need to have your technical details in place if you wish to succeed with email marketing. Some of the crucial details that you have to keep in mind are as follows:
DKIM or DomainKeys Identified Mail
It is like a digital signature that assures the readers and the mailbox that the email is from you, and nothing has been altered in the process.
SPF or Sender Policy Framework
This is a quick certificate of assurance. It tells mailbox providers which servers are allowed to send emails on behalf of your domain.
DMARC or Domain-based Message Authentication, Reporting, and Conformance
DMARC ties DKIM and SPF together and tells the inbox what to do in case of an authentication failure. Not only that, but it also lets you know who is using your domain to send emails.
Along with all this, always make sure you have removed the inactive users. If your subscribers haven’t opened their emails in a month, it may be that their mailboxes have already marked them as unimportant. So, you really don’t need a big list, but a sure one with a few people who actually read and listen.
Secondly, never rely on or get tempted to buy a purchased list. Remember, these are the people who did not consent to hearing from you. Not only is it unethical, but tarnishes your brand image beyond repair.
Thing #6 — Scale Slowly, Automate Smartly
Automation can be your biggest asset if you know how to use it in your favor. We usually tend to think automation means sending emails to everyone. But it is less about that and more about ease of access.
Or, most importantly, automation can also mean timely, relevant messages that aid in the customer journey.
For example,
- A user who has just signed in gets a welcome email.
- Someone who has downloaded something gets a follow-up email.
- A user who has abandoned their cart gets a friendly and gentle push.
The idea is to make it more like a conversation and less like marketing!
But you must also remember to be extra cautious with it, since it has every possibility of going wrong. Automation can backfire when:
- Every user receives the same message
- Emails are triggered without context
You have to acknowledge that automation, when done with proper care, doesn’t eliminate human conversation but elevates it to new heights.
Conclusion: What Really Makes Email Marketing Sustainable
People usually think email marketing is about that one easy hack or sending random emails and hoping for the best. But if only it were this easy. Email marketing is all about understanding the user psychology and, most importantly, respecting their privacy.
Think about it this way: would you like random emails flooding your inbox, especially for the ones you didn’t sign up for? Similarly, you would really appreciate any email the moment you subscribe for something or are anticipating a new launch, and so on.
Understanding this subtle difference is where the true magic lies. Along with that, you must also remember that you are not checking some random boxes. You are dealing with real people with real expectations. Therefore, it is only advisable that you are not only aware but, most importantly, more human.