How Email Marketing Works
Last updated: 5 June 2025 — ⏱ 4 min read
Ever wonder how brands seem to magically pop into your inbox just when you're thinking about new running shoes? It’s not magic. It’s email marketing. And when done right, it’s one of the most powerful digital tools around.
So let’s break it down, step by step, without the jargon that normally gives people a headachen with this kind of topic. This is your beginner-friendly guide to how email marketing actually works (and how you can make it work for you).
What Is Email Marketing, Really?
At its core, email marketing is just this:
Sending emails to a list of people who’ve agreed to hear from you. To inform, engage, and persuade.
It’s used for everything from product updates to sales promos, newsletters, and event invites.
But the key is permission. No one likes surprise emails (especially not GDPR).
Why Email Marketing Works So Well (Even in 2025)
Despite all the all singing and dancing social media platforms out there, email still reigns supreme. Here’s why:
- Direct access – You’re landing straight in someone’s inbox.
- Insane ROI – Some research shows an average return of $36 for every $1 spent (3600% ROI!).
- It’s mobile-friendly – 60%+ of email opens happen on phones.
- Personalized at scale – With automation, it’s like writing a custom note to thousands of people at once.
"It remains the most cost-effective and conversion-rich form of digital marketing."
— Adobe
How Email Marketing Actually Works (The Full Funnel)
Here’s your behind-the-scenes tour of what happens between “Subscribe” and “Sale.”
1. Build Your List (The Right Way)
First rule: Don’t buy email lists. Ever. It’s illegal in many places and gets you flagged as spam faster than you can say “unsubscribe.”
Instead:
- Add signup forms to your site
- Offer lead magnets (think: free ebooks, discounts, templates)
- Collect emails at events, in-store, or on social
Want to avoid the spam folder? Only email people who asked to hear from you.
2. Choose an Email Marketing Platform
You’ll need software to send emails and track performance. Popular options include:
- Mailchimp
- Moosend - (Read our full Moosend review)
- GetResponse - (Read our full GetResponse review)
These tools help you:
- Design emails (drag and drop, so no need to be a computer programmer)
- Segment your audience
- Automate campaigns
- Track opens, clicks, and conversions
3. Segment Your Audience
Not all subscribers are the same. Some are hot leads; others just signed up for your free socks.
Segment based on:
- Signup source
- Location
- Purchase history
- Behavior (clicks, opens, etc.)
More relevant emails = more engagement = more sales.
4. Write Killer Emails
Every email needs:
- A subject line that slaps (see our subject line guide)
- A compelling intro (hook them early)
- Valuable content (info, offers, or laughs)
- A clear CTA (what should they do next?)
Pro tip: Focus on one message per email. Don’t ask people to buy socks and sign up for a webinar and read your blog post.
5. Automate (So You Can Sleep In)
Automation is where email marketing becomes magical. Set it once, and it runs in the background:
- Welcome sequences
- Abandoned cart reminders
- Birthday emails
- Post-purchase follow-ups
Tools like Getresponse make this super easy.
6. Track + Tweak
Use analytics to see what’s working (and what’s flopping). Most tools show you:
- Open rates
- Click-through rates (CTR)
- Unsubscribes
- Conversions
Tweak subject lines, CTAs, timing, and content based on the data.
Common Mistakes to Avoid
Let’s keep you off the naughty list.
- Sending too often (or not enough)
- Ignoring mobile design
- Writing like a robot
- Not cleaning your list (inactive subs hurt your sender reputation)
- Forgetting the unsubscribe link (also illegal)
TL;DR – The Simple Email Marketing Flow
- Build a permission-based list
- Choose your email tool
- Segment your audience
- Write awesome, clear emails
- Automate where it makes sense
- Test, analyze, and improve
Final Thoughts: Email Isn’t Dead — It’s Evolving
From Neil Patel to Campaign Monitor, the consensus is clear: Email is still one of the best ways to connect with your audience.
Just remember: respect your subscribers. Provide value. And never underestimate the power of a well-timed GIF.
Ready to get started? Check out our our Email Marketing Suite Showdown