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Executing an effective marketing strategy means constant learning and includes techniques both old and new. The oldest digital strategy is still the most effective – email marketing. Are you making the most of your email campaigns? Are you spending more time than you should sending emails? Do your emails perform to industry standards, and do they get you the returns you want? Selz has created this comprehensive guide to email marketing: Email Marketing Strategy 101. This post will cover the fundamentals of email marketing, including:

  • Building Your List
  • Sorting Lists for Impact
  • Email Automation
  • Lead Magnets
  • Effective Welcome, Sales, and Abandoned Cart Emails
  • Testing
  • Tracking
Selz and email lists go together for strong ecommerce conversions

Email Marketing Strategy 101 will also cover the details that make a difference. If you’ve been emailing for years, this post will give you new ideas to refresh and refocus your email marketing. Let’s review each part of the series.

This blog reviews current data that emphasizes the value of email marketing. This data can be helpful if you need to convince stakeholders that it’s worth investing in digital tools to support automation. It can also help you get extra help for generating audience-specific content for your email marketing strategy.

This article looks at the audiences who will make up your email list. It will also give you a thorough overview of different lead magnets you can use to grow your lists without affecting your spam rating.

Email Marketing 101: Lead Magnets

Lead magnets are an essential strategy, but they can also feel complicated when you’re just getting started. This post will give you step-by-step instruction on how to deliver lead magnets. It will also share some tools for effective lead magnet execution.

This post also covers the importance of maintaining separate lists for each lead source. This is important to remember because your audience is expecting personalized, relevant emails in their inbox. When I receive emails that don’t feel useful to me, I hit unsubscribe. You probably do the same thing, and so will your audience.

Once you have your lists put together, you’re ready for this post, a comprehensive look at automation. Email marketing automation lets you build a series of emails for each specific niche. Your audience will see what you want them to see, when you want them to see it, with a fraction of the work, so this post is a must-read.

This installment talks about testing and tracking your email marketing strategy. Email tracking data offers unique insight into the engagement from each of your lists. The right data can show you how each email is performing and provides a foundation that will support the strategic goals of your growing business.

Let’s dig into the details.

Now that you have a solid email marketing strategy and you’ve made tweaks to optimize email performance, you’re ready to venture into more advanced approaches. Many businesses align their email marketing strategy around big annual sales events. In Ecommerce Email Marketing for the Holiday Season, we talk about tactics for the busiest (and often most important) time of year.

One final note about email marketing – your emails are just a handful of the thousands of words your customers read online each day. To get your email marketing to connect with your audience, think about how you write your emails. For tips on writing, check out Bryce Patterson’s recent post, How to Write Product Descriptions that Drive Sales

Bryce also had this to say about writing effective emails:

The best advice I have is to value your reader’s time. Because the average recipient will generally skim the messages in their inbox, I try to write in a way that’s simple and points toward a single call-to-action or engagement. They’re taking time out of their busy schedule to see what you have to say, so don’t spend a long time getting to the point. Instead, be precise in your messaging and let them know the value they’ll gain from exploring more.

A mailbox spraypained with the phrase "send someone a love letter." Your email marketing strategy should aim to be specific, personable, and worthy of subscribers' time.

Thank you for reading. We hope these insights into effective email marketing strategy are useful for your growing business. Let us know which of these posts on email marketing is most helpful to you in the comments!

About the author

Jana Rumberger

Jana is a writer and Content Manager at Selz. She has expertise in ecommerce strategy, selling products online, and small business solutions. Jana combines diverse experience in education, design, and manufacturing to craft engaging content.

In addition to her writing, she is a visual artist and foodie in Portland, Oregon.


  1. Tara Storozynsky

    Thanks for the kind words, Louis! Bryce is quite the wordsmith, it’s true. I think a lot of people forget the importance of respecting their subscribers, and providing them with valuable content. It’s one thing you can do to make your emails a cut above the rest. Thanks for reading FounderU and commenting!

  2. Louis J.

    That quote in fantastic. I feel like I always have to argue this point to my interns. I will definitely be sharing this with them.

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