How to Make Email Marketing Work for Your Startup

By Sohail Rupani / 28 May 2019

Startups are always looking for ways to succeed, but it takes a considerable amount of resources and time to make that a reality. With email marketing, businesses need to dedicate time and resources to growing a subscriber list, measuring results, 

Although social media and offline marketing can yield great results, email marketing remains valuable to businesses looking to expand their startup.

Here, you will learn what you need to know about making email marketing work for your startup and encourage long-term success. 

Build Your Subscriber List 

When it comes to building lists, experts recommend against buying a subscriber list. Not only is it illegal in some places, but you won’t be reaching out to the right people using this method. 

To build a list that will benefit you in the long run, focus on creating well-designed landing pages that promote your service or product. Using these landing pages, you can request visitors to provide their email addresses to get more details, if they so desire. 

If possible, opt for drip email campaigns, which help you attract the right subscribers. You can also try to create a genuine database of email addresses through local banner advertisements or customer surveys. 

Capitalize on the List You Already Have

Quality is more valuable than quantity. There is no point in expanding your list if you are gathering uninterested subscribers. They don’t add value to your startup. 

For greater ROI, try an approach that involves gathering reviews or feedbacks from potential customers. Seeing how startups have limited resources, you have to make the most of what you have. 

Segment Your List

Once you have a decent email marketing list, segment your target audience according to their gender, age, location, and interests. 

You can use dynamic content to communicate with your audience about how you could improve their customer experience. 

Businesses proactively manage and invest in customer service to improve customer retention (42%), improve customer satisfaction (33%), and increase cross-selling and up-selling (32%).


Actively improving customer experience can help your business improve customer retention, satisfaction, and sales. 

This is similar to performance management in the workplace, where you communicate with your employees to improve and become better.

Segmentation is a great way to make sure you are pushing relevant emails, thus increasing the performance of your email campaigns by leaps and bounds. 

Integrate Mobile Responsive Designs

Smartphones have changed the way we look at emails.

While more than 90% of people use their laptop or desktop computer to check their email, more than 60% use their mobile phone and more than 40% use a tablet. 


More than two-thirds of users (67.2%) access their emails on their mobile devices. 

As more people access apps through mobile apps, businesses need to prioritize mobile responsive designs for maximum reach. 

Test All Email Elements

There is no room for errors when launching an email marketing campaign. Startups can’t risk making a mistake, as it will take a toll on their reputation. 

For this reason, test each and every email before you send it. 

Businesses Can Expand Their Reach Through Email Marketing

The importance of email marketing cannot be ignored in the digital marketing world. Nowadays, it is one of the most effective ways to reach and engage your target audience.

Emails play a big part in the lives of consumers, individuals and professionals; it is highly unlikely to know someone without an email address.

 According to the Radicati Group, more than 3.7 billion people use email. Pew Research also revealed that 92% of adults in the U.S. use email, out of which 61% of email users constantly check and send emails on a daily basis. 

Email provides businesses with a great opportunity to reach their market audience easily, no matter what they may look like. Integrating email marketing to their digital marketing tactics, startups can enhance their visibility and reach, giving them the ability to engage and convert leads like never before. 

Other than giving you the benefit of reaching a large group of people, the medium has other benefits that traditional digital marketing tactics fail to provide. For instance, email marketing allows you to personalize your message, tailoring them according to the actions of your customers. 

One of the biggest reasons why email marketing is important is because your competitors are using it. Marketing Land reported that 1.45 million emails are sent every month and 1.38 million of these are sent by companies in the U.S. alone.

Email marketing will allow your business to remain competitive in the marketplace.

How Email Marketing Benefits Startups

Here are some benefits that email marketing has to offer to startups. 

Generate New Leads

Studies have shown that email marketing is one of the best ways to keep customers. Eighty percent (80%) of professionals claim that emails are able to do so more effectively than any other medium.

By sending the right email, you target people who have shown interest in your business, by opting to be a part of your mailing list. It’s easier to elaborate your unique selling point, offer additional information and give discounts or special promotions. 

Improve Customer Retention

Once you secure subscribers, regularly send them emails with offers and information they want

This will ensure you are on their minds and will increase chances of them buying from you again. 

It's important to keep in mind, however, that there is a fine line between regularity and coming across as spam: Almost half of the people who flagged emails from businesses as spam (45.8%) did so because they received emails too often. 

Stay on Budget

Email marketing is a cost-effective way to reach existing and new customers. 

Most email marketing tools available are free to use and can be automated easily. This means you don’t have to spend a fortune to send emails in bulk.  

Measure Results 

Email marketing is measurable, meaning you can track click rates, purchases, and open rates. This will give you everything you need to know about what works and what does not. 

You can also conduct A/B tests to compare different strategies simultaneously and see what types of content work best for your audience.

Easy to Use 

Unlike other marketing efforts, email marketing is considerably easy to integrate. You can embed links in your emails, encouraging customers to check out your latest blog or follow you on social media. 

If that is not enough, it can also be integrated with existing CRM tools and analytics, giving you access to all necessary metrics.

Email Marketing Remains a Relevant Marketing Tactic for Startups

Planning and coming up with effective strategies for your startup can be tough, but it is not impossible. 

Similarly, using email marketing to your benefit may seem like a daunting task, but if you play your cards right, you will reach your goals in no time. 

Of course, you need to do your homework beforehand, to analyze and evaluate what works best for your startup, but it will be worth it. Never hesitate to ask for help or seek the professional services of email marketing companies

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