Email Marketing for Beginners (1)

Email marketing is one of the most effective tools in digital marketing. Most online stores use email to run campaigns, generate sales opportunities, and retain customers—far beyond just a direct transactional use.

However, there are still online store managers who are not entirely convinced of its usefulness or simply do not know how to efficiently implement it within their strategy.

By the time you finish reading the posts we will be publishing as part of this series, we believe we will have convinced you of its advantages, as well as provided you with the tools and knowledge needed to confidently apply it.

Why are we covering this topic in multiple posts instead of just one? A good question with a simple answer: we want to cover all the important topics, which would result in an article of an unmanageable length.

Shall we begin?

If you add a suitable email marketing tool, you will discover that, besides being technically accessible in terms of configuration and email design, the cost is one of the lowest compared to other online marketing channels.

It will always depend on the number of users in your mailing lists and the number of emails you want to send, as these services typically charge based on volume and sending packages. In any case, it will always be less than what you invest in Google Ads campaigns, Social Ads, or what you pay for organic positioning (links, content, consulting…).

So, considering the previous factor (high ROI) and crossing it with the low operational cost, we have a very interesting tool for the marketing manager of any online store.

The first thing to consider is the return on investment (ROI), that is, how profitable every euro invested in email marketing is. To be clear, it depends on many factors, but we can refer to this Statista study, which estimates an average return of $36 for every dollar invested.

However, in the specific case of eCommerce, retail, and consumer goods, this return can reach $40 or even $45.

According to the same study, to put it into perspective, SEO is estimated to have a return of $22, SEM $5, and social media or display ad campaigns below these numbers.

It is one of the most universal channels available. While some social networks stagnate and others, like X, even lose users, email remains as strong as ever.

Take this statistic from Statista: by 2027, an estimated 4.89 billion users will exist. To put that in context, WhatsApp has 1.2 billion active monthly users, meaning that in less than two years, half of the world’s population will be email users.

Another important qualitative factor is how users perceive email’s usefulness, which continues to grow. The percentage of respondents who believe that at least half of the emails they receive are useful has increased from 15% to 32%.

It is obvious that the more favorable the communication method—and in this case, the channel—the better received the messages will be and the more effective they will become.

According to a DMA study, email marketing remains the preferred channel year after year. However, depending on the type of message, the percentages vary significantly:

Additionally, it is worth noting that email is also the preferred option for customer service. A total of 53% of respondents confirmed it as their top choice over in-person interaction, apps, or text messages.

We work with users we already know, which allows us to create different groups and mailing lists based on their interests, behaviors, or socio-demographic context.

Through segmentation, we achieve:

All these figures, taken from an article published by Campaign Monitor, provide insight into how impactful a sophisticated email marketing strategy can be in eCommerce.

If you had any doubts about whether email marketing for beginners was worth it and how to implement it, everything we have discussed so far has likely opened up many possibilities for you. Let me tell you, though, this is just an appetizer. We have much more ready for you.