Introduction

Email marketing is the practice of sending commercial or informational messages to a group of people using email. Businesses use it for promotions, newsletters, transactional messages, and relationship building.

Why Digital Marketers Use Email Marketing

Digital marketers prefer email marketing because it directly reaches prospects and customers, is measurable, cost-effective, and supports personalization and automation. Brief reasons:

• Direct access: Email goes straight to the user's inbox — high visibility compared to social posts.
• High ROI: Email usually delivers a better return on investment than many channels.
• Personalization & segmentation: Marketers can send tailored content to small, targeted groups for higher conversions.
• Measurable results: Open rates, click-through rates, conversions give clear feedback for optimization.
• Automation & scalability: Welcome flows, cart recovery, and drip campaigns can be automated to scale communications.

How Email Marketing Works

1. Audience
   Define target audience and collect consent-based email addresses (opt-in).
2. List building
   Build segmented lists via signup forms, lead magnets, and customer data.
3. Design & Write
   Create subject lines, email body, CTA, and mobile-friendly layout.
4. Send & Measure
   Send campaigns, track open/click/conversion rates, and optimize using A/B tests.

Types of Emails

• Promotional emails (offers and discounts)
• Newsletters (company updates and content)
• Welcome emails (first engagement)
• Transactional emails (receipts, confirmations)
• Re-engagement emails (win-back campaigns)

Key Advantages

• Direct, measurable channel
• Cost-efficient for small budgets
• Supports segmentation and personalization
• Easy to automate and scale

Common Tools

Sample Subject Lines

Quick Tips to Improve Performance

• Write clear subject lines to increase opens.
• Design mobile-first — most users read email on phones.
• Segment audiences for relevance and better engagement.
• A/B test subject lines and CTAs to optimize results.

Teacher notes / evaluation checklist

• Uses semantic HTML elements (header, main, article, section, aside, figure, footer).
• Includes accessible image with descriptive alt text.
• Clear structure: introduction, explanation, process, types, tools, and tips.
• Student should add name, roll number, and submission date in the sidebar before submitting.
• Suggested improvement: include a screenshot of a real email or a small HTML email template for extra credit.