What Is Email Marketing

An email buyer (or email buyer) is a contact created via email between a business and its contacts (or customers). Email marketing campaigns can be advertised in text or HTML and can include promotions, content, and more. They are usually sent by email.

What is an email buyer?

According to the Statista website, the number of email users worldwide will reach nearly 3 billion by 2019 – more than a third of the population. Your target audience could be one of those people, right?

The history of email marketing dates back to the late 1970s when Gary Türk, Marketing Manager of Digital Equipment Corp., sent 400 emails promoting the company’s computers, generating sales of $13 million dollars. But it wasn’t until the 1990s that email became popular on the Internet of Things. This opens the door to new forms of communication, but also unwanted spam and ways to protect consumers from the practice.

In the 2000s it became clear that only thinking about sending an email without thinking about the recipient of the content was not enough. It’s now clear that it’s important to follow best practices for effective email marketing and not end up in the spam folder.

The emergence of technologies such as smartphones and new forms of relationships such as social networks is also having an impact on email marketing. Regardless of the technology, however, it is known that nowadays it is important to focus on the needs of each user when receiving email.

What started out as mass communication has become a strategy for customers and customer relations. Today, marketing automation systems like RD Station enable advanced segmentation and analysis of sent messages with a strategic approach to email marketing.

Benefits of Email Marketing

In fact, many people say that with the spread of social media, email marketing is almost over, but it’s not. That’s because people have completely integrated email into their lives: it’s the simplest and most basic thing you can have on the internet.

Many go a step further and are even intrusive in use, spending all their time with the inbox open and checking every new incoming message. Social networks are undoubtedly an important way to spread your message and reach your customers. However, these channels often become less informal and less relevant than email.

People don’t feel obligated to see every post on the Facebook page of a company they follow or read every post posted on their favorite brand’s blog. In addition, it is more difficult to keep track of all the updates published on social networks.

E-mail is carefully checked, usually daily. No matter how many times we deal with unsolicited spam if the person has signed on to your company content and knows it’s important to them, there’s a strong tendency to open and read your email list.

Therefore, using email marketing properly is a very effective weapon for maintaining relationships with people, whether they are current customers or potential stakeholders.

This is an asset that needs to be carefully maintained and used over time, but the payoff is well worth the effort. Ever thought email marketing was dying? We interviewed Sendgrid’s Carly Branz on this topic:

Types of Email Marketing

Email marketing is a communication and communication channel that offers diverse opportunities for digital marketing strategies. This makes it possible to use various forms of communication such as offers, newsletters, activations, memory cards, useful information and much more.

Each of these formats must be used for a certain period of time. A little more about selling products, updating information on blogs, offering free downloads, souvenirs and more. We’ll then explain some of these formats in a bit more detail so you have an idea of ​​what’s possible and what’s not.


Newspapers are a great way to communicate more smoothly and closely with your CEO and customers. They usually have a broader range of interests and tackle a wide variety of issues on a broad range of topics.

For example, it may be possible to promote a product to those who are in the advanced buying stage, but it is also suitable for those who are still only interested in articles and tips.

If your business already has a blog with frequent content, newsletters are a great way to take advantage of content offerings. You can find more details about this format in our newsletter: From idea to creation, everything you need to know about it. And so you don’t miss a step in the newsletter creation process, sign up for our newsletter checklist.

Promotional email

First of all, it’s important to understand that “promotion” doesn’t just mean email advertising for promotions and products. The case for “promotional” emails refers to “promotional offers”, whether they are free content or actual products.

Specifically, an ad email could look like this:

  • physical products (such as e-commerce and retail business in general);
  • digital products/services (such as consulting offerings, software and payment instruments);
  • free digital products (such as e-books, tools, webinars, etc.).
  • Promotional emails only focus on conversions without the various options that newsletters have. They have tremendous potential to get the
  • right message to the right people at any point in the buying phase if done in an efficient manner.

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