When we brainstorm campaigns for new projects, clients often ask:  “Is there a way to reach customers that actually works consistently?”. Our answer? Always: Email marketing.

Not flashy. Not trendy. But incredibly powerful when done right.

Here are some quick stats proving its importance in marketing:

• 87% of marketers use email to share their content, such an easy and effective way to stay connected with customers. 
• 50% of marketers said email brings the highest return on investment, more than SEO (43%) and content marketing (34%). 

At our digital marketing agency, email remains one of the top channels we recommend to clients who want long-term engagement. 

So, what is email marketing and what is the best strategy for your business in 2025? Let’s dive into this email marketing guide!

What is email marketing and why does your business need it?

Email marketing is when a business sends emails to people, either current or potential customers to share updates, promote products or stay in touch.

It can be a newsletter, a promo code or just a simple “hey, we’re here.” The importance of email marketing lies in building an email list, usually from people who sign up and sending messages that are useful or interesting.

These emails can remind people about your brand, drive traffic to your website or even help make sales.

What are the benefits of email marketing for business?

It’s affordable, personal and goes straight to people’s inboxes. There’s no need to compete with social media or pay for ads. It works on any device and can be customized for different groups, making it a small effort with big results.

Email marketing guide: 5 types of campaigns & when to use them

• Newsletters: Send updates, promotions and news regularly to keep your audience informed and engaged. Great for building brand awareness.
• Automations: Set up automatic emails triggered by user actions or behavior. These ensure timely, relevant communication.
• A/B testing: Test different email versions to find what works best for your audience and improve your results.
• RSS campaigns: Automatically send updates from your blog or content, keeping subscribers in the loop.
• Transactional emails: Send essential notifications like order confirmations or password resets. These emails build trust and keep users informed.

Here are some useful tips your to create the email marketing list: 

• Use opt-in forms on your website, such as on the homepage or in pop-ups. 
• Offer incentives like discounts or free content, free ebooks, webinars or events to encourage sign-ups.
  

8 best email marketing practices in email marketing guide 

After knowing the importance of email marketing, let’s create the most appealing email for your customers. Here are 8 best practices:

1. Start with a warm welcome: Send a series of welcome emails to new subscribers, setting clear expectations about what they’ll receive. Be transparent about how often you’ll contact them and how they can adjust preferences.
2. Offer value: Give your subscribers discounts, special offers or valuable content. This builds trust and keeps them engaged. Make sure the offer is relevant and appeals to their interests.
3. Clean up your list: Regularly cleanse your email list to remove inactive or unengaged subscribers. This keeps your emails out of spam folders.
4. Personalize your emails: Group your email list by what people like or how they’ve interacted with you. When you send the right message to the right group, they’re more likely to care and click.
5. Write compelling subject lines: Make subject lines personal and interesting, they’re more likely to open it.
6. Keep content clear and concise: Write short, direct emails with a clear call to action. Avoid unnecessary words and focus on delivering the message quickly.
7. Test and Optimize: Use email analytics to track open rates, click rates and unsubscribe rates to see what works best.
8. Design for all devices: Ensure your emails look good on both mobile and desktop. 

4 mistakes to avoid in email marketing strategy

• Don’t email people who didn’t ask for it. It can get you marked as spam and hurt your brand.
• Buying email lists is a big no. These lists are cold, low quality and likely full of spam traps.
• Always preview and test across devices. Typos and broken links don’t leave a good impression.
• Finding the right frequency is crucial for staying top-of-mind without being annoying.

Ready to boost your email game? With the right tools like HubSpot, Sender, or Sendinblue, this type of strategy can be effective.

Source: BRANDCOM