Email Marketing Fundamentals

- Introduction to Email Marketing

What is email marketing?

When someone learns about your eCommerce website or brand, there’s no guarantee that they will do any business with you unless you get in touch.

Getting your consumers to know your brand is the first step. But if you are to convince or encourage them to buy and engage with your business, you need to involve active marketing campaigns.

And one of the most effective ways to build a profitable relationship with people is to do email marketing.

Email marketing is the process of sending your emails to encourage action from recipients. And you usually do this with an email platform that automates your sending and receiving of emails and data gathering and analysis.

You can use email marketing for many different things, such as to:

  • Bring people to buy your new product or service;
  • Encourage people to shop during your sales and promotions; and
  • Let your clients know about new blogs or social media posts that lead them to become more interested and confident in doing business with you and doing so continually.

Email marketing essentially helps you to take a consumer through a funnel that eventually leads them towards buying your product and doing it again.

The way you will use email marketing will depend on whether your company is:

  1. B2B – Business to Business
  2. B2C – Business to Client
  3. C2C – Client to Client
  4. C2B – Client to Business

1. How to use email marketing for a B2B (business to business) company

A B2B company sells products and services to other businesses. They give businesses things they need to work successfully.

Some B2B businesses offer products. For example, a company that sells fruit and vegetables to a supermarket is a B2B.

Others sell software for a business to use, like accounting software they can use to manage sales.

B2b Bussiness

When marketing to another business, it’s important to keep things streamlined, productive, and effective. And email marketing is a vital part of optimising a B2B’s product and customer service delivery process.

B2Bs are usually digital businesses and will heavily rely on email for vital communications, as well as encouraging more sales and loyalty.

If you sell software to companies, you should use email marketing to:

  • Keep your clients updated about your software;
  • Send email newsletters that let your clients know about any improvements or updates
  • Offer your clients special deals or promotions
  • Ask your clients for feedback on your services

You can also send replenishment emails that remind your clients to renew their software when it is about to expire. 


If you sell products and inventory to companies, you should use email marketing to:

  • Send newsletters that update your clients about what you have in stock
  • You can let your clients know if you are running low on a specific item
  • You can let them know about any new items that you have available 

2. How to use email marketing for a B2C (business to client/customer) company

A B2C company sells products and services directly to clients/customers. 


B2C companies use email marketing to build relationships with customers/clients on a larger scale. Email marketing should also help turn prospects into loyal customers/clients. 

Email marketing can be used by B2C companies to achieve different goals: 

  • Rach a wide range of people
  • Keep clients engaged with your business
  • Get customers excited about upcoming launches and promotions 

One way to keep clients engaged is by offering rewards to customers/clients through emails, like exclusive deals and savings so that they look forward to your emails. 


You can also use email newsletters to let your customers/clients know about new products or services that you have available.


3. How to use email marketing for a C2C (client to client) company

C2C is a very small type of business. It is when a person sells items through a third-party platform, for example, eBay, Etsy, or Facebook Marketplace. 

These businesses often sell homemade or second-hand items, such as:

  • Cakes and baked goods
  • Handmade items, like candles, jewelry and accessories
  • Paintings and crafts
  • Vintage clothing and furniture


Because a C2C is relatively small, having a good relationship with your clients is so important.

You want to make sure they feel valued so they keep coming back, and you want them to spread the word about your business to their friends and family. 

Many C2Cs aim to grow into B2Cs. And using email marketing successfully to grow your client base is a great way to grow commercially. 

For example, if you have a business selling handmade items, you can use email marketing to:

  • Send email newsletters to your clients to keep them updated on new products
  • Send replenishment notice emails if you sell something that can be exhausted, such as candles. You could, for example,send your client a reminder to buy some more candles before they run out
  • Ask your clients to rate the products they have purchased from you

4. How to use email marketing for a C2B (client to business) company

A C2B is a company that gets something of value from their client base. Some examples of C2B companies are Google Adsense and Shutterstock.

C2B companies often work in advertising and market research. They help businesses understand their clients by asking them what they think about certain products and services.

C2B companies need to market to both clients and businesses because they are effectively the middle man. Email marketing to clients could be through email newsletters to let the clients know about new opportunities. 

An example of a C2B company could be one that collects surveys about a company’s products or services. They would need to find consumers of the product to survey, and they can use email marketing to seek them out. 

Consumers could receive email newsletters that tell them about new surveys that they can participate in.

What are the differences between traditional and email marketing?

Traditional mail and email marketing are both important tools for a business to use.

Both focus on creating a good relationship between a business and client and giving clients important information about things like new products, sales and promotions.

While both traditional and email marketing are important, email marketing has a lot of benefits that you should know about.

Here are some pros to email marketing:

1. It’s cheaper than traditional mail marketing.

Creating one email that you send to your whole email list will cost you a lot less than sending out mail. You don’t need to pay for paper, envelopes and stamps.

2. Your clients can receive important information faster.

If you have urgent information that you need your clients to know about, you can do it quickly. If you want to have a one-day sale in your store, if you want to announce an event, you won’t have to wait to tell them about it.

3. You can reach a wider range of people.

Clients around the world will be able to receive an email. You won’t have to worry about mailing a newsletter that might not make it to your client in time.

Here are some cons to email marketing:

1. Some clients might prefer traditional mail marketing

Though we are in a digital age, some people prefer to receive their information the ‘old school’ way, meaning they aren’t interested in signing up for an email subscription.

But if you’re dealing in an eCommerce environment, these people wouldn’t probably be your ideal clients anyway.

2. Some clients might not want to receive more emails

Some clients might not want to subscribe to more emails. Some may feel that their inbox is already full of marketing emails and they don’t want to receive any more.

This is why you have to ensure excellent email copywriting. Excellently written and planned emails get read and badly made ones don’t yield anything.

It depends on the situation and the marketing plan that you have, but you should be open to using both traditional and email marketing

3. There are times where traditional marketing might make more sense

For example, some businesses might require the original invoice for a purchase they made instead of the electronic invoice. Another example could be choosing to send a physical letter to thank a client after they make a big purchase.

But you should always consider email marketing. There are 4 billion global email users and they have their email providers with them on a daily basis via mobile or desktop.

Email marketing is a tool that can hugely increase your customer engagement and help you build a relationship with your customers 

Being able to speak to your customers one-on-one through email is an opportunity that you should make the most of. 

And there are many strategies that you can use to make your email marketing successful, but understanding your business and client relationship is a good place to start. 

Benefits of Email Marketing

In business, your goal is to get new customers and keep your old ones coming back.

And email marketing can help you to do that in many ways.


It can help you to:

  • Grow your customer population;
  • Establish customer loyalty;
  • Get people to join your events; and
  • Ensure sustainable profits.

And email marketing allows you to do all of these things conveniently.

How Email Can Make Marketing More Convenient for You

40% of B2B marketers believe email newsletters are the most important component of their content marketing strategy. 

Source: MarketingSherpa

Email marketing makes communicating with prospects and customers a whole lot easier.

For example, one of the traditional methods of letting someone know about your product and what it does is through a face-to-face conversation or pitch. You present a catalogue or your product itself and talk about its benefits. 

It’s actually a great technique since it avoids communication gaps. You can deliver your message to your target market in a crystal clear manner.

But, not everyone will make time to actively listen to your pitch. And to work around this, you can send your pitch via email instead so your recipients can digest it in their own time.

Email allows you to present your business to targeted consumers anytime and anywhere. 


With just one click, people can access your emails. They can read your email while on the bus or during a coffee break at work.

All you have to ensure is to send relevant content to your audience.

Email is also an inexpensive way to communicate. Its cost is lower compared to other mainstream marketing channels. 

There are no printing or mailing costs unlike advertising on a billboard, in a magazine, or on a TV station.

These are a few of the many factors that prove that email marketing is beneficial and convenient for business owners.

Let’s look at and discuss them one by one.

1.Email provides significant portability.


Nowadays, most people, if not all, are on their phones. These gadgets have become necessities, and people don’t leave their houses without them. 

So with email marketing, you can:

  • Engage your audiences via desktop or mobile
  • Send your email subscribers relevant content anytime, anywhere
  • Have your recipients carry the information you sent them as long as they don’t delete it
  • Use location-targeted emails that get triggered when your recipients are near your store’s physical location 

2. It enables convenient data gathering, storing, and analysis.

Engaging with a large audience presents a significant amount of data that you have to handle and digest. And email eliminates plenty of manual work that you would do if you did traditional mail marketing.

Simply because it works with digital information, email marketingenables you to analyse massive chunks of data through automation (usually with an email marketing platform).

Through email marketing, you can simply:

  • Categorise audiences into:
    • Prospective customers
    • New customers
    • Return customers
    • Loyal customers
    • Cart abandoners and bouncers
  • Study in detail how each of your recipients responds to your mails and use that data to improve your campaigns
    • See what works and run with it
    • See what doesn’t work and troubleshoot it
    • Analyse feedback and implement appropriate changes
  • Optimise your messages to ensure each recipient will find your content relevant
    • Ensure each recipient is moved properly through a funnel
    • Automate messages for audience-relevant events like birthdays or holidays

Laptop Image

3. Email marketing is a highly cost-effective way to engage customers.

Email doesn’t require printing and paying for postage. And even at that minimum, it already eliminates many overhead costs that other marketing channels, especially non-digital ones, can require.

Email Marketing

To do email marketing you only need a marketing platform and someone to manage the content creation and campaign flows. A single member of your team may even do this, given they have the expertise.

Email marketing may lead to efficient results at a very minimal cost with the right tools and strategies.

And of course, using an email marketing platform and hiring a manager can cost you money. But these costs are a lot less than what you would pay for other marketing methods.

4. Email campaigns make for flexible market outreach.

Because email marketing is quick and inexpensive to do, it is simple for you to personalise campaigns and cope with changes. And it can be done more efficiently as email marketing platforms can be highly intuitive and easy to use.

For example, if Customer A doesn’t respond to email campaign 1, your platform can be set to automatically implement email campaign 2. 

And this allows you to make more personalised emails that yield more results.

Personalisation may be as simple as inserting the name of a contact in the email. We will discuss more on personalising your emails in later sections.

Tip: Emails with the recipient’s first name in the subject line have a higher clickthrough rate than those that do not.

Also, you can personalise your content based on audience classification. This will allow you to send the correct emails to the correct recipient.

You can’t talk to a leaving customer the way you would to someone who just learned about your brand. 

Here’s an example of using email marketing in a hyper-local way.


Email marketing and its platforms allow you to send the appropriate email to the right individuals at the right time, ensuring a high potential of clickthrough.

5. Emails can be readily automatable.

In email marketing, you skip the part where you write to each of your customers whenever they respond to your email. 

Completing client surveys manually can take a long time. But emails help automate the process so you can spend most of your time doing what you do best.

In this case, you may want to utilise automation.

Automated email marketing is a sequence of emails that you send to your prospects or customers on a regular basis. You may use an autoresponder to schedule emails to be sent based on your audience’s engagement with your company.

For example, you may send them an automatic welcome email when someone subscribes to your newsletter.

Here’s an example from Kate Spade:


Also, email marketing lets you prepare a year’s worth of emails ahead of time, run campaigns accordingly , and simply enjoy the traffic and revenue generated.

Email marketing indeed makes it simpler for you to promote your brand, business, or products to a broader audience. And it is a simple and effective way for you to engage with prospects and customers.

Yet, the benefits of email for your business doesn’t stop there. In fact, marketers use email as an effective marketing tool for specific goals they want to achieve.

The Business Benefits of Email Marketing

1. It increases your audience reach.

There’s no limit to who you can engage with, no matter where they are. Email marketing lets you reach an international audience and a wider scope. 

With that being said, you can engage with as many people as you need.

This graph shows how much email users have grown through the years, including a prediction for 2023 to 2025.


According to Statista (2021), there are 4 billion daily email users. By 2025, this number is expected to climb to 4.6 billion.

That’s on a daily basis! Imagine your scope and the possibilities of bringing in more customers. 

Since it is so widespread, it also provides you a potentially larger net to bring in potential customers. 

  1. It helps you improve your customer retention.

According to research by Howard Feiertag and John Hogan, businesses lose consumers due to a lack of customer involvement and relationship building. In fact, this accounts for 67% of lost customers.

And to make your business sustainable, you need email marketing to avoid having that problem.

Statistics reveal that implementing automated email marketing campaigns can raise your customer retention by 11%.

And this makes sense because implementing email marketing allows you to always keep in touch with all your audiences at all levels of their customer journey with you.

  1. It significantly contributes to your customer journey optimisation.

A customer journey refers to the storyline about getting to know your users. This talks about how they act while on your website.

Also, this tells you what you can do to enhance their experience so that they will return.

customer journey

CJO, or customer journey optimisation, talks about the practice of linking and mapping customer interactions. This is done across many stages to guide or affect the end-to-end experience.

This is basically the science of making every interaction with a customer efficient, from awareness to loyalty.

An effective email campaign can be a crucial funnel that can bring you both prospects and paying customers.

Aside from this, it can also help you gain a customer’s trust and loyalty to your brand entirely.

With that, email marketing can considerably contribute to your company’s sustainability.

  1. Email is excellent at getting back lost customers.

When a visitor lands on your website and leaves or bounces for some reason, or when someone shops in your store and adds items to their cart but leaves without checking out, you can lose that customer.

But with email marketing, you can still get that visitor to return to your website and regain interest in buying from you.

getting back lost customers

Emails are one of the most used tools by marketers to get lost customers to return. 

Some methods are emails containing:

  • Limited time promo codes
  • Freebies
  • Reminders of what has been added to the cart with a narrative of their benefits

So with email marketing, you can effectively salvage potentially lost sales, making a positive impact on your revenue.

  1. Email marketing can improve your sales.

By giving you a convenient and inexpensive way to engage prospective customers, entrench loyalty from existing customers via cross-sell, upsell and resell campaigns, saving lost sales and more, email marketing can help improve your revenue.

Email marketing done right costs less than other marketing methods yet can yield significant business results. In fact, if you do it right, every $1.00 you spend on email marketing can give you up to $42.00 in return.

That’s a 4,200% ROI that you wouldn’t want to miss out on.


Email marketing is more likely to increase sales via improving consumer connections with all these benefits in mind.

Now that you know these benefits, the next step is to learn how email marketing works with other marketing channels.

After all, if you only rely on email without engaging in social media, ensuring proper SEO (Search Engine Optimisation) and CRO (Conversion Rate Optimisation), running PPC (Pay-Per-Click) campaigns and improving PR, your efforts might be in vain.

You need to integrate email marketing into all relevant aspects of your general digital marketing efforts.

Email Marketing and the Different Marketing Channels

Email marketing done well can yield many benefits to your business. But it cannot be done in isolation.

For example, suppose after 3 newsletters a prospect is finally deciding to shop on your website. But if your website isn’t designed for proper CRO, the prospects can bounce and lose interest.

In this section, we’ll look at: 

  • Email marketing and other marketing channels
  • The differences and similarities between email marketing and other channels
  • How to decide which to use

Email Marketing and Social Media Marketing

Email and social media marketing are channels that are highly similar. They both involve direct communication and engagement with prospects and customers.

They have to work together and compliment each other for excellent business results.

Let’s break down how they are related and contrast and how they work together. 

What is Social Media Marketing?

Social media marketing is promoting your business on social media to find potential customers. It also involves promoting new products, discounts and sales events to your customers.

The marketing will be different depending on the social media platform you use. For example, for an Instagram ad, you would create an interesting image to get customers’ attention. 

Social Media Marketing

When marketing on Twitter, it’s best to keep your content short and engaging. You can use it to ask your customers questions, share funny or interesting quotes to encourage your customers to respond.

Social Media Marketing

Starbucks Twitter, 2022

Social Media Marketing

Amazon Twitter, 2022

Social Media Marketing

Microsoft Twitter, 2022

On Facebook, you can use both pictures and video, posts with an image.


Gomo Ph Facebook, 2022

What are the similarities and differences between email marketing and social media marketing?

The similarities between email marketing and social media marketing:

  • Both social media marketing and email marketing are about reaching your customers to increase engagement and sales.
  • Both can be used to update customers about any news about your company.

For example, if you have a product launch, you can post about it on your social media pages and send your customers an email about it.

The differences between email marketing and social media marketing:

  • With email marketing, you can only reach customers that are already familiar with your business, whereas, with social media marketing, you can reach new customers.
  • You have the ability to personalize emails to each customer, but social media posts will need to be more general. While you can do targeted social media campaigns, they won’t be one-on-one like emails.

Pros to social media marketing over email marketing:

  • You can reach a wider audience

With email marketing, you can only reach customers that already know about your business, but social media marketing can help you find new customers.

  • You can post different types of content 

With all the social media platforms out there today, you can put your business out there in so many different ways. You can use Instagram to post business photos, or you can create videos for TikTok and YouTube. There are a lot of options.

  • You can get insights into who your customers are

Social media platforms will have analytics about your followers. These analytics can tell you useful things about who customers are, like their age, gender, where they are in the world, and more. These insights can help you plan more effective marketing strategies.

  • You can offer customer service on social media

You can respond to customer comments and complaints on social media. Many customers prefer to reach out to businesses over social media than by email. 71% of customers who have had a positive experience with a brand on social media are more likely to recommend your business to their friends and family.

Pros to email marketing over social media marketing:

  • Emails can be more personalized.

You can create emails that are unique to each customer. This will help you build relationships with customers on a one-to-one basis.

  • The costs are low.

A huge advantage to email marketing is the fact that it is not expensive to create an email campaign. 

  • Email marketing often can have a high return on investment (ROI).

According to recent studies, for every $1 marketers spend on email marketing, they receive $42 in return.

When should you use social media marketing instead of email marketing?

You should use social media marketing when you’re looking to grow your customer base. Social media is also an amazing way to get your customers involved with your business.

You can work on creating social media campaigns that encourage your customers to share themselves using your product or service.

Social media competitions and giveaways can be a great way to get people to share your business and get excited about your products. 

Here’s an example of a giveaway competition that Hallmark did on their Instagram. Contests mean prizes and people love them.

Implementing one can give you likes, shares and follows that can be your first touchpoint with a prospective customer.

jpeg optimizer image 3 2 1024x655 1

You can also use social media to grow awareness about your business by posting content that doesn’t advertise anything specific but gets people talking about your business.

The Duolingo Tiktok account is a great example. They post funny content that engages their users and keeps people talking about their company.


Another great way to use social media marketing is partnering with influencers or popular social media celebrities.

Influencers can share your business with their large platforms, giving you a huge boost in engagement.

Here’s an example of a paid sponsorship, the business Item Beauty partnered with Addison Rae to promote their products.

As you can see, Addison Rae simply posted an image of her presenting the products of the brand that paid for the promotion.


When should you use email marketing instead of social media marketing?

It’s a good idea to use email marketing when you want to have one-on-one contact with your customers. It’s an opportunity for you to make your customers feel valued and encourage them to keep on engaging with you.

One way you could use email marketing is by sending your customers exclusive deals and promotions.

You could do this based on things like how much they spend in-store or sending them something special for their birthdays. You can also target paydays when people have money to spend.


Another example could be sending an email to your customer to ask them for feedback on something, like product reviews, or reviews of your customer service.

These will make your customers feel like their opinion matters to you, and it will help you improve your business.

For example, here’s a feedback form sent via email by Adobe to their customers.


Another example could be sending your customers tailored suggestions based on what they have bought from you before.

This might be more interesting to them than just seeing a social media post that’s more general.


In the above example, Wish is suggesting two products by telling you that they are trending and worth your consideration.

When should you use social media marketing and email marketing together?

Sometimes you can combine email and social media marketing to promote something specific.

Doing this will boost engagement from both existing and potential customers, you can direct them both to a specific product or promotion.

For example, Krispy Kreme often markets its promotions through both social media and email.

They recently had a promotion for New Years themed special edition doughnuts.

They sent out the same picture and copy (the text that describes the promotion) to their email subscribers and also posted it to their Instagram page.


Krispy Kreme email, 2021


Krispy Kreme Instagram, 2022

Email Marketing and CRO

What is CRO (Conversion Rate Optimization)?

Think of conversion as when your customer does something that you want them to do. It could be asking for subscriptions on YouTube, following your business page on Instagram, or signing up to be on your email list. 

For example, if 10 people watch a YouTube video that asks them to subscribe to the channel, and 6 out of the 10 people do subscribe, then the conversion rate is 60% for that video.

Conversion Rate Optimization (CRO) is about trying to increase how often your customers do what you ask them to do, usually on your eCommerce website.

This process involves researching your market and ensuring that your website’s design and processes are acceptable to them. And the better a user experiences your website, the more likely you will convert them.

Why having a great website using CRO is essential

Your goal as a business owner is to get consumers to buy something from you. And the last thing you want is to lose customers because your website isn’t effective.

By utilising CRO, you can:

  • Create a website designed and written to please your market’s taste.
  • Place website elements that make your visitors feel secure in transacting on your website.
  • Ensure speedy and easy-to-use processes like loading time and checkout.
  • Guarantee that the elements of your website help encourage visitors to shop and make purchases.

How email marketing ties in with CRO

Primarily, you want to use an email marketing campaign to encourage your customers to visit your website. And you can lead them to complete an action there, such as reading an article or blog post, watching a video or making a purchase.

And you don’t want to make it difficult for your customers to do.

This is why CRO is important. 

Firstly, you need to use CRO principles in creating your email copy so that they will click through and go to your website. We will discuss email copywriting in a later section of this guide.

And you should ensure that your website has undergone a proper CRO so that when an email leads someone there, they will convert. No matter how well you structure your emails, if your website is lousy, nobody will stay there.

The Washington Post shares email newsletters with links to new articles. 

The CRO would be high on this because people who subscribe to the Washington Post want to know when new articles come out, so they will most likely click through to the website to read it.


Email Marketing and SEO

What is SEO (Search Engine Optimization)?

It’s not easy to get your website to show up in one of the top search results on search engines, such as Google and Bing, because of how much information is online. This is where SEO (Search Engine Optimization) comes in. 

When creating content for your website, it’s a good idea to keep in mind what keywords people might search in order to find your site.

For example, if you write a blog post about the best places to travel, some keywords could be “travel tips” or “best travel destinations” “travel advice”. 

You should then try to use these keywords on appropriate posts and pages so that search engines like Google will see them as relevant and will rank them higher in search results.

How email marketing and SEO work together

While there isn’t much direct relation between the two, they still complement each other in some ways.

For one, SEO improves your website’s perceived authority in your niche. When a person searches for things related to your business, good SEO helps your content to show up on top of search results.

And when you bring someone from email to a site with excellent SEO, there’s an added trust that helps in encouraging them to convert.

Also, you want to use some SEO principles like using appropriate keywords in your email copy. Doing so can make it simpler for your reader to confirm that they are reading relevant content.

Email Marketing and PPC Advertising

What is PPC (Pay Per Click)?

PPC is a type of marketing where you pay an advertiser a fee for every time a customer clicks on your ad.

Your ad can be an image or video that is closeable or skippable. But when someone clicks on it, you pay the platform a certain amount.

You can run PPC ads on most search engines and social media platforms like:

  • YouTube
  • Instagram
  • Google
  • Facebook

There are also content-driven websites that offer PPC advertising.

How to get email subscribers through PPC 

If your goal is to build your email subscriber list through PPC, there are a few ways you can do it through a landing page:

Setting up a landing page on your website

You can create a landing page for someone to see as soon as they visit your website after clicking on an ad. You can use this landing page to ask for email subscribers.


Offering your customers a special deal for subscribing

Then you can give them an incentive to subscribe via emails. For example, you can offer a discount on their first order.

Email Marketing and PR

What is PR (Public Relations)?

There are millions of businesses on the market right now, which is why finding a point of difference, the thing that makes your business unique, is so important. This is why you should be working on PR (Public Relations) for your business.

PR is about building up your business’s reputation and growing relationships within your industry and with your customers.

Successful PR will help your customers build trust with your business.

Both PR and email marketing are about building up relationships and increasing your business’s reputation. They are both focused on front-line interaction with customers, helping them build trust with your business.   

How can you use email marketing for your PR campaign?

As a business owner, you need to work on having your marketing strategy be consistent with your PR campaigns. You can use email marketing to back up your PR campaigns to help keep the message clear to your customers.

You can use your email marketing to reinforce what you are doing in your PR campaign. Using the same content in both strategies is not only cost-effective but also helps your business look consistent. 

Email marketing ties in with all other marketing channels.

There are so many different tools that you can use to grow your business. 

The best way to use these tools and the marketing strategy will depend on the type of business you have and your goals. But for most businesses, using a combination of the different tools would be a good idea.

Why Email Marketing is Effective

Colin Nederkoorn, the co-founder and CEO of, once said: 

“If you’re running a real business, email is still the most effective way to universally reach people who have expressed interest in your product or site. For that, it really can’t be beaten.”


Emails play a very big role in our society.

From communicating with business people to loved ones abroad, emails have become a way of life. Everyone has an email address – there are billions of consumers waiting for you to reach them.

Just by providing you with a wide net to capture prospects alone, email has already proven itself effective for your marketing.

In this section, we will discuss the vital reasons why email marketing works.

4 Reasons Why Email Marketing is Effective

  1. Email marketing is convenient to implement and perfect with email marketing platforms.
  2. Your audience checks their emails daily, naturally increasing your chances of funnelling them to buy from you.
  3. Email marketing provides quality prospects from those who choose to have a conversation with you.
  4. Emails allow you to build a more sustainable relationship with your customers.

Email marketing is convenient to implement and perfect with email marketing platforms.

Email marketing involves categorising lists, analysing data, researching the market, automating send and response triggers and more technical work. 

And while they can be a handful, there are email marketing platforms that are intuitive and easy to use to make your campaigns more convenient to manage. As a result, email marketing platforms can make it simple for you to ensure well-yielding emails.

Marketing platforms allow you to:

  • Ensure your email campaigns are done seamlessly.

Email platforms have features that help you in organizing your email lists and setting up the correct triggers and content, even at scale.

Using these tools to your advantage will lead your content to the right people. This gives you a higher chance of converting them to your potential customers.

  • A/B test your subject lines to ensure audiences will read your mails.

A/B testing is the practice of sending two versions of your email to two similar, yet different audiences. 

The goal of this method is to determine which email best matches your marketing objectives.

Once you’ve determined the most effective presentation method for your email, you may opt to send it to all subscribers in an audience.

Email marketing platforms make this testing a whole lot easier. 

  • Analyse email campaign data.

Email marketing is not based on chance.

When you use any email marketing platform, you can see:

  • Who opened your email
  • Which links were clicked
  • How many people unsubscribed from your mailing list
  • When any occurrence happens

With this data, you can pinpoint what aspects of your email campaigns bring results and which ones need to change.

And with an email marketing platform, these things can be done easily.


Your audience checks their emails daily, naturally increasing your chances of funnelling them to buy from you.

The first email was sent in 1971. Since then  we’ve gone a long way. 

We now get dozens or even hundreds of emails every day without realising the benefits to our personal and professional lives.


As time goes by, technology has made email usage more accessible.

In the last few years, smartphones have become the main way people check their email 85% of the time.

In addition, mobile users check their email 3 times more frequently on a daily basis.

Email marketing provides quality prospects who choose to have a conversation with you.

Email marketing helps you determine those who are interested in what you have to offer and those who aren’t. 

By doing email marketing, you can be sure that you are talking to people who have some level of trust and interest in your brand and products.

Emails allow you to build a more sustainable relationship with your customers.

Email marketing is the most engaging marketing channel. It represents your real conversations with prospects and customers.


Email marketing ensures that you can get more from your audiences even after they have made purchases. And you can funnel them to an entire sustainable customer journey with you.

You need to do email marketing for your business.

In a nutshell, emailing may be an old approach, but it’s still efficient.

It has proven to offer businesses several benefits and opportunities. 

If you have a well-planned strategy and the right team, you will yield outstanding results in no time.

Picture of Kas Andz

Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

We can help you with

Digital marketing can be difficult and the competition is harsh. Hand the work to the experts.

Email Marketing

Email marketing can bring an insane average ROI of $36 for every $1 spent. We’ll handle everything from winning copy to beautiful design to precise targeting, making the most of every one of your dollars.

SEO Services

You want your website to pop up first on search engines like Google and Bing, right? Well Search Engine Optimization is the way to get that done. Page one of search is waiting for you, we’ll help you get there.

PPC Services

PPC ads are a bang-for-your-buck marketing channel because you only pay for the ads that get clicked. We’ll set you up with a winning strategy, engaging copy and beautiful design.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at Flash Player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: