Why Email Marketing Still Works (And How to Make It Work for You)

Let's be honest, your inbox is probably overflowing right now. So why should you add email marketing to your business strategy? Simple: it works. Really well, actually.

Think about it. When was the last time you checked your email? Probably within the last hour, right? That's exactly where your customers are too. And unlike social media posts that disappear in seconds, your emails land directly in their personal space.

Getting Your Email Marketing Strategy Right

Here's the thing, you can't just throw together an email and blast it to everyone. That's like shouting the same message at a crowded party and hoping someone cares. Not great.

Instead, try this:

• Know who you're talking to. Not everyone on your list wants the same thing. Someone who bought from you last week needs different messages than someone who just signed up. Split your list into groups – maybe by what they've bought, where they live, or how often they open your emails.

• Make it personal. Would you rather get an email that says "Hey there!" or one with your actual name? Using someone's name is just the start. Reference what they bought before, send them content about topics they care about, or acknowledge their anniversary with your business.

• Nail that subject line. You've got about 3 seconds to convince someone to open your email instead of deleting it. Keep it short, make it interesting, and be clear about what's inside. "Your 20% discount expires tonight" works way better than "Newsletter #47."

• Tell them what to do next. Every email should have a point. Want them to shop? Say "Shop Now." Want them to read something? Say "Read More." Don't make them guess, just make it obvious and easy.

• Try different things and see what sticks. Send the same email to two small groups with different subject lines. See which one gets opened more. Test different send times. Try shorter vs. longer emails. Then use what works.

Email campaign dashboard on laptop screen

The "Rule of 7" (Or Why One Email Isn't Enough)

Ever notice how you need to see a commercial a few times before you remember the brand? That's what marketers call the Rule of 7, people usually need to see your message about seven times before they actually do something about it.

This doesn't mean spamming people seven times a day. It means staying on their radar consistently:

Send a welcome email when they sign up. A few days later, share something helpful. Then maybe a customer story. Then an offer. Space them out naturally, like you're having an ongoing conversation with a friend, not bombarding a stranger.

Mix it up too. Sometimes share tips. Sometimes tell a story. Sometimes make an offer. Keep things fresh so they don't get bored.

Calendar showing scheduled email campaign dates

Building Trust (Because Nobody Buys From People They Don't Trust)

Your subscribers' inboxes are sacred territory. They let you in, don't waste that privilege by being salesy or annoying.

Instead, be helpful. Share tips they can actually use. Answer common questions. Teach them something new about your industry.

Be upfront about what you're doing. Tell them how often you'll email and what kind of stuff you'll send. And for the love of all that's holy, make it easy to unsubscribe if they want to. Keeping someone on your list who doesn't want to be there helps nobody.

Show them you're legit. Share reviews from happy customers. Tell success stories. Let your results speak for themselves.

Give your email subscribers something special. A discount code just for them. Early access to new products. Exclusive content. Make them feel like VIPs, because they are.

Notebook with email content ideas and pen

Let Automation Do the Heavy Lifting

Good news: you don't have to manually send every single email. Set up automatic sequences that do the work for you. Here are some automation ideas:

When someone signs up, they automatically get a friendly welcome series. When someone leaves items in their cart, they get a gentle "Hey, you forgot something!" reminder. On their birthday, they get a special offer.

This isn't lazy, it's smart. These emails go out exactly when they should, every single time, without you lifting a finger.

Know What's Working (So You Can Do More of It)

You can't improve what you don't measure. Keep an eye on these numbers:

• How many people open your emails? If it's low, your subject lines probably need work.

• How many people click on things in your emails? Low clicks mean your content isn't connecting or your offers aren't compelling.

• How many people actually do what you're asking, buy something, download something, sign up for something? This is the big one.

• And yes, watch how many people unsubscribe. If that number spikes, you're probably emailing too often or your content isn't hitting the mark.

Check these numbers regularly. If something's not working, change it. If something's working great, do more of it.

Email marketing isn't rocket science, but it does take some thought. Talk to people like humans. Give them stuff they actually want. Don't be annoying. Show up consistently. Pay attention to what works.

Do this right, and email becomes one of your best tools for growing your business and keeping customers coming back. No fancy tech degree required, just common sense and a willingness to actually care about the people reading your emails.