Email marketing delivers ₹42 for every ₹1 spent — the highest ROI of any marketing channel. Yet most businesses do it wrong. Here is how to do it right.
Building Your List
The quality of your email list matters more than the size. 1,000 engaged subscribers are worth more than 10,000 unengaged ones.
The best list-building tactics:
- Lead magnets: Offer something valuable in exchange for an email (checklist, template, mini-course, report)
- Content upgrades: Offer a downloadable version of your best content
- Webinars: Require email registration
- Exit-intent popups: Catch visitors before they leave
What not to do:
- Buy email lists (they are low quality and can get you blacklisted)
- Add people without permission (GDPR/CAN-SPAM violation)
- Use generic "Subscribe to our newsletter" CTAs (too weak)
Writing Emails People Open
Subject lines that work:
- Curiosity: "The mistake 90% of marketers make"
- Specificity: "How we grew from 0 to 10,000 subscribers in 6 months" - Personalisation:"[First name], your weekly digest is ready" - Numbers:"7 email marketing tactics that doubled our revenue"
Email body best practices:
- Write like you are talking to one person, not a list
- Get to the point in the first sentence
- Use short paragraphs (2-3 sentences max)
- One clear call-to-action per email
The Email Sequences That Drive Revenue
Welcome sequence (5 emails over 7 days):
- Welcome + deliver lead magnet
- Your story and why you do this
- Your best content (3 links)
- Social proof (case study or testimonial)
- Soft pitch for your product/service
Nurture sequence (weekly):
- 80% value, 20% promotion
- Consistent send day and time
- Mix of content types (tips, stories, case studies, curated links)
Metrics to Track
| Metric | Good | Great |
|---|---|---|
| Open rate | Greater than 25% | Greater than 40% |
| Click rate | Greater than 2.5% | Greater than 5% |
| Unsubscribe rate | Less than 0.5% | Less than 0.2% |
| Conversion rate | Greater than 1% | Greater than 3% |
