Email Marketing: A Guide For All Business Owners

Richard Fang

To get you started with everything email marketing

Email marketing has been an underestimated tool for years since the growth of other platforms.

This article will help businesses like yourself be equipped with an awesome weapon not only to create extra revenue for your business but most importantly utilize something that is predominately free.

Source: Salesforce

This is just one of many statistics that lean towards how having an effective email marketing strategy can generate not only revenue for your business but brand awareness and keep your business top of mind.

Please skip to step 3 if you have already set up an email marketing system and just want to look at strategies for growing your business with email or simply grabbing leads for your list.

NOTE: This is not meant to be a set-up guide but rather strategies, best practices and ways to utilise and grow your email list.

1. Setting up your email system with your CRM.

If you haven’t already, no matter if you have just started or have a list that’s growing, you must be streamlining this with a CRM tool. If you don’t have an email automation tool, there are plenty on the market. Mailchimp is one of the most effective free ones (free version has up to 2000 contacts + 20, 000 email sends / month) but there are some cheap alternatives like Campaign Monitor or if you prefer to have your CRM and Email all in one tool, there are others like Hubspot or Active Campaign as well.

The most important takeaway is to use something you’re comfortable with and have the features you want.

2. Set up at least these 3 basic ‘email programs’

You have a list or you have one building up and you’re just sending emails.


Now what?

Well, maybe it’s time to start looking at separating your programs into different streams. My recommendation here would be:

First Time Customers

This should be warm and thank them for purchasing off you (this applies to anything from e-commerce to software). Have all your support emails/numbers/ways to reach out to you in the email to make sure they know that help is just a piece of communication away. Welcome emails can be incredibly effective if done correctly. On average, 320% more revenue is attributed to them on a per email basis than other promotional emails.

Depending on how your product works, there are many ways to automate this. Usually, you can set up an automation sequence where once a product is purchased, the purchaser will receive an email thanking them for their support.


This can be for both existing customers + prospects. This data should already exist in your CRM system (which is why I stress Step 1 to be important). If you can’t streamline, at least pull this data manually into your lists daily.

Your content for these emails will depend on your sales funnel. For e-commerce products, providing a list of best sellers/specials would work if you want to produce more sales. Simply having the word sale in your template can increase open rates by 23.2%

For businesses with a longer sales funnel, offering a sale can work too but also offering valuable assets that can provide value for your product (especially if it’s a software product).

The golden rule here is if you are offering a sale — create a sense of urgency! Offering a time limit not only increases conversions but should assist in creating more sales. Do not however spam these types of emails.

Offer it sparingly — think of the emails you receive in your inbox. How often do they do it?

The ones that hold back tend to be more convincing than the ones that send ‘24-hour sales’ everyday right?


Newsletters should be used to offer updates, keep your present and future customers remembering you, and also promoting your assets/blogs that are related to your products.

Although it can be more applicable in a B2B context, this doesn’t rule out B2C as well. For example, if I was selling toothpaste (wacky example!), I would promote blogs in my newsletter around ‘How to brush your teeth the correct way.


Because it’s content your viewer most likely wants to read and familiarise themselves with your brand more.

Simply selling won’t capture everyone. Yes, it might grab some low-hanging fruits but what about those that need a bit of warming up first?

Start them off with a newsletter.

3. Strategies on growing your email list

This is probably the section most people want to know and read about.

Although I did go quite in-depth with the content above, I will keep this more concise and quick.

After all, if you’re reading this, you want actionable items right?

5 Strategies for growing your email list:

  • Use a tool like buzzsumo to offer ‘assets’ or a newsletter in exchange for an email address. You can set rules for the pop-up such as if they are on your page for longer than 10 seconds or if they each a certain scroll depth.
  • Write compelling content and then create an asset around that content with even better content (usually something like a checklist works well) below your blog. The reason you have to write compelling content is that you have to convince the reader about your content right?
  • Giveaways for email addresses are a great way to get people engaging with your products whilst giving you the ability to reach out to them again.
  • Networking! I have gotten probably over 50 good quality business cards from going out to relevant events in my area
  • Use other websites! Start publishing on sites like and LinkedIn use a tool like Upscribe to get readers to subscribe to your content after!

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Editor at CornerTech and Marketing @richardfliu on Twitter


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