How To Create an Email Marketing Strategy From Scratch

How to create an email marketing strategy from scratch

Email marketing isn’t dead. There is a message out there that might you wonder to create and implement an email marketing strategy, but just look at the statistics below.

The numbers don’t lie. According to Statista, in 2020, the global e-mail marketing market was valued at 7.5 billion U.S. dollars and the source projected that the figure would increase to 17.9 billion by 2027. The compound annual growth rate (CAGR) for that period is expected to amount to 13.3 percent.


In this article, we talk about the process step-by-step on how to create an email marketing strategy from scratch.

Benefits Of Email Marketing

Having an email marketing strategy has many benefits, especially for small businesses. The most important ones are:

  1. Driving traffic to your web
  2. Increasing sales
  3. Build loyalty with clients
  4. Owning your media and email lists
  5. Collecting feedback
  6. High ROI – The average ROI through email marketing is $42 for every $1 spent.
  7. Nurturing customer relationships

How To Create an Email Marketing Strategy From Scratch


1. Define The Main Goals

First, we have to name the reasons why we are going to implement the strategy of email marketing:

  1. Get subscriptions
  2. Increase sales
  3. Build customer loyalty
  4. Drive traffic to your web

2. Set Your SMART Objectives

Then, we must define the SMART objectives—the ones that are Specific, Measurable, Achievable, Relevant, and Time-Bound.

  1. Drive traffic to your website by 20% annually.
  2. Increase sales by 5% annually.
  3. Get subscriptions by 10% annually.

3. Come Up With Your Strategic Tactics

Keeping in mind your SMART objectives, it’s crucial to come up with your strategic tactics.

  1. Exclusive offers for subscribers
  2. Content related to products and/or services
  3. Priority delivery of trials for subscribers

4. Determine The Email Marketing Content And The Frequency Of Delivery

The type of contents you can send with your newsletter is:

  • News
  • Educational content
  • Exclusive offers
  • Testimonials
  • Case studies

We recommend you to send a newsletter every week. But it will be determined of the high quality content you can create.

There’s a content creation strategy, which is from one long piece of content (video or written), you come up with:

  • Social media posts
  • Newsletter content
  • Blog posts
  • Podcast

5. Subscriber Capture Plan

Getting subscribers on a consistent basis is key. So, we can implement the following strategic tactics:

  1. Web pop-ups
  2. Downloadable content on landing pages. I.e. educational e-book.
  3. Downloadable content for blog posts i.e. templates
  4. Running social media ads
  5. Special offers

As there are many newsletters in the blogosphere, keep in mind that the potential subscriber must see a valuable asset to subscribe in exchange for their email.

Related content: 20 Lead Magnet Ideas To Increase Subscribers

6. Newsletter Creation

Types of topics you can use:

1. That arouses curiosity

2. Self-interest

3. With urgency

4. Proof of how you have achieved X

5. Exclusive offer

6. Show humanity

When writing your newsletter content, use the methodology of AIDA: Attention, Interest, Desire, and Action.

Related Content: How To Create An Email Newsletter In 8 Steps

7. Create Automated Campaigns

With email marketing, you can leverage your campaigns with automation.

Get started by creating the following automated campaigns:

  1. Welcome email
  2. Client onboarding
  3. Cart abandonment
  4. Re-engagement

You can use triggers and conditions to guide users to take action with automated campaigns, saving lots of time.

8. Analyze your KPI’s

The metrics that you have to collect and analyze are:

  • Number of subscriptions
  • Number of unsubscriptions
  • Opening rate
  • Clicks on links
  • Conversion rate

Tools For Email Marketing

List of email marketing service providers:

Hubspot – CRM and email marketing.

ActiveCampaign – marketing automation with CRM.

Mailchimp – email marketing tool and ecommerce automation.

Maropost – email marketing and automation.

Keap – email marketing.

Benchmark Email – email marketing tool and automation.

Get Response – email marketing tool and automation

Acumbamail – email marketing

Kajabi – automation.

3 Tips To Optimize Emails To Increase Conversions

Email is an additional channel to re-engage old customers and acquire new ones.

Here are some tips for email marketing campaigns that convert:

1) Use A/B Email Tests

This is a technique to use when you already have a considerable email list. Stats work best when there’s a big base.

The idea is to test one element at a time. For instance, send a subject line to 50% of your email list, and another subject line to the other 50%. Then, check out which one has more openings.

2) Guide Subscribers With CTAs

According to WordStream, Emails with a Single Call-to-Action Increased Clicks 371% and Sales, 1617%

Which means that your emails should focus and guide subscribers to one purpose.

Don’t bog down your subscribers with different calls to action. one email, one action.

3) Create Personalized Content

From personalized subject lines with a subscriber’s name to using demographic and geographic data to give a customized experience.

Research indicates that 80% of consumers are more likely to make a purchase when brands offer personalized experiences

Remember: test everything, analyze and scale.


If you have a business, you should consider creating and implementing an email marketing strategy.

  1. Define the main objectives
  2. Set your SMART goals
  3. Come up with your strategic tactics
  4. Determine the email marketing content and the frequency of delivery
  5. Subscriber capture plan
  6. Newsletter creation
  7. Create automated campaigns
  8. Analyze your KPI’s

Follow the steps of this article, and you’ll be good.

To your business success!

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