What Is Email Marketing

What is email marketing - DSers

Marketing has always been about increasing the exposure for your business. Given the accessibility of the internet nowadays, marketing today means you need to be more present to your audience where they are really spending their time - on the internet.

Email marketing is one of the most powerful and cost-effective ways for digital marketing. Therefore, it should be one of the key pillars for your marketing campaigns, especially for eCommerce businesses.

At DSers, we always try our best to help dropshippers in any way we can so here is the beginner’s guide that will explain what is email marketing and how it works.

What is email marketing?

Email marketing, in essence, is the use of email to promote your business products or services. It could be anything as simple as an email sent out by you that introduces your latest launch of a new product, or a current discount. Email marketing is used to inform, drive sales, building brand awareness and keep your customers engaged.

How email marketing works

It is very easy to set up an email campaign. First, you need to build your own email list from people who have given express permission to receive any email communication from you. For example, you can add a newsletter sign-up form on your website to collect email addresses and grow your contacts. If you are big on social media, you can also direct some of your followers to your email lists. Either way, make it crystal clear when they are opting in to receiving email communications from you.

Then, to avoid sending out those hundreds of emails manually, you can utilize email service providers such as MailChimp, ActiveCampaign, ConvertKit, Aweber, etc. These are some of the major players in email marketing that help users send, manage and track email marketing campaigns including crafting your own engaging email templates and automating the process of sending emails to a large number of audience.

These email service providers also provide some more advanced features to help you optimize your email open rate, click-through rate and conversion rate.

A/B testing is a great example of a useful feature. With this feature, you can find out the best combination to optimize your email by testing different variations for email subject lines, contents, designs, calls-to-action and even tones. Compare the results to see which one gets better engagement so you can use the same formula and approach next time.

Marketing emails can be promotional and informational:

Promotional Emails:

What is email marketing - Example promotion email - DSers

Promotional email, as the name explains itself, is used to promote anything like special offers or any form of sales events. It offers incentives to encourage customers to make a purchase to drive sales and revenue for your business. This kind of email usually includes a clear call-to-action. For dropshippers, you may want to create a button in your emails where you can redirect your audience to the products page so that they can make the purchase straight away.

Informational Emails:

There are two types of informational emails, newsletter and announcements.

What is email marketing - Example information email - DSers

Newsletter: shares any news related to your business with a set schedule. It can be weekly, bi-weekly and monthly. The purpose of a newsletter is to maintain and build a regular connection with your audience.

Announcements: An announcement, pretty self-explanatory, is to inform your customers of something new, updated, or changed in your business such as a new product release, a limited-edition launch and a special event.

Some tips to optimize your email marketing

Never buy email lists

For beginners, building an email list can be very slow and buying one seems to be a really tempting shortcut. But trust us, it is a terrible idea not only because many email service providers have a strict policy that prohibits sending emails that are not permission granted, it also violates email regulations and legal requirements from applicable laws such as General Data Protection Regulation (GDPR) and Can-SPAM Act. Make sure you are familiar with related laws and follow legal requirements before you start your first email campaign.

Write an intriguing subject line

The subject line is one of the most important elements of an email campaign as it is the first impression to your audience that determines whether they are going to open the email or not. So try to come up with a short sentence that is creative, eye-catching and limited to 50 characters to highlight the main topic of your email.

Avoid using words that can trigger the spam filter

You want your audience to read your emails and you don’t want your emails to end up getting flagged as spam. The easiest way to stop that from happening is to avoid using spam trigger words in your subject line. Some of the examples are no catch, free money, risk-free, no obligation, etc. Think twice and carefully choose the words you use in your subject line.


It is always nice to have some small tweaks to your emails that let your audience feel they are noticed. Never underestimate the impact of those fine personal touches as it helps emails avoid getting triggered by spam filters. Furthermore, people pay attention to those small details and they appreciate that you are willing to go the extra mile for them.

Optimize sending time

You need to be strategic if you want to succeed in email marketing. Schedule the campaign to be sent out at a right time is critical. Imagine your email is delivered at 5:00 PM, yet your audience only check their emails in the morning when they get to work. Test different times to find out the most optimized sending time if you want your email to be the first in the inbox.

Optimize for mobile

Most of the emails are opened on mobile devices. Be aware that mobile and desktop devices can display the same email in different ways. In addition to that, if your email can’t display correctly on mobile devices, it will affect your brand image and make your audience think you don’t know how to properly craft a professional email.

Avoid simple mistakes

Don’t let your small mistakes ruin everything. You don’t want typos or incorrect links to damage your brand image. Always proofread and go through your emails multiple times to make sure there are no more flaws left.

There we are! You have finished reading the article. We hope that you are armed with enough knowledge about email marketing.

Don't hesitate to contact us if you have any questions!


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