How to Create an Email Marketing Strategy: A Step-by-Step Guide You Can Actually Use

Email marketing is one of the most powerful ways to grow your business — but only if it’s done with strategy, not guesswork.

If you’ve ever asked yourself:

• How do I set up an email marketing campaign that actually works?
• What are the steps to create an effective email strategy?
• How do I send marketing emails that people actually open and click?

Then this guide is for you.

Inside, you’ll learn exactly how to create an email marketing strategy from the ground up — with practical steps, real examples, and free downloadable templates. Whether you’re a beginner or refining your existing campaigns, you’ll walk away with a plan you can use today.

We’ll cover everything from defining your goals and audience to writing better emails, setting up automation, and tracking results. So, let’s dive in.

Why Email Marketing Is Still One of the Most Important Marketing Channels

Email marketing continues to be a pivotal component of digital marketing strategies, offering unparalleled reach and engagement. Below are key statistics highlighting its significance:

Global Email Usage

• User Growth: By 2025, the number of global email users is projected to reach 4.6 billion, underscoring the expansive reach of email as a communication tool. (wix.com)

• Email Volume: In 2025, approximately 376 billion emails are expected to be sent and received daily, reflecting the enduring prominence of email communication. (emailtooltester)

Email Marketing Effectiveness

• Return on Investment (ROI): Email marketing delivers an average ROI of $36 for every $1 spent, highlighting its cost-effectiveness compared to other marketing channels. (OptinMonster)

• Consumer Influence: Nearly 60% of consumers report making a purchase as a result of a marketing email, demonstrating its direct impact on purchasing decisions. (skrapp.io)

Engagement Metrics

• Open Rates: The average email open rate across industries stands at approximately 32.55%, indicating substantial recipient engagement. (Constant Contact)

• Click-Through Rates (CTR): The average CTR is around 2.3%, reflecting the effectiveness of email content in prompting recipient action.

Mobile Optimization

• User Behavior: With 55% of emails opened on mobile devices, optimizing email campaigns for mobile responsiveness is crucial to enhance user experience and engagement. (sixthcitymarketing.com)

• Impact of Non-Optimization: Approximately 42% of recipients delete emails that are not optimized for mobile viewing, emphasizing the importance of mobile-friendly designs. 

Automation and Personalization

• Revenue Generation: Automated emails can generate 320% more revenue than non-automated counterparts, showcasing the efficiency of automation in email marketing.

• Personalization Impact: Emails with personalized subject lines are 26% more likely to be opened, highlighting the effectiveness of tailored content. (OptinMonster)

Best Practices

• Optimal Send Times: Tuesdays and Fridays are identified as the most effective days to send emails, with 8 a.m., 2 p.m., and 5 p.m. being optimal times for higher engagement. (sixthcitymarketing.com)

• Subject Line Influence: 47% of email recipients open emails based solely on the subject line, underscoring the need for compelling and relevant subject lines.

These statistics affirm the enduring relevance and effectiveness of email marketing in engaging audiences, driving conversions, and achieving substantial returns on investment.​

What is Email Marketing?

Email marketing is a form of digital marketing that sends targeted and personalized messages to customers and potential customers via email. It is a cost-effective way to reach a large audience, build relationships, and drive sales. Email marketing can be used to promote products, services, and events, as well as to nurture leads and engage subscribers. With over 4 billion email users worldwide, email marketing is a key component of a comprehensive marketing strategy.

Benefits of a Good Email Marketing Strategy

A good email marketing strategy can bring numerous benefits to a business. Some of the most significant advantages include:

• Increased brand awareness and reach
• Improved customer engagement and loyalty
• Enhanced website traffic and lead generation
• Increased sales and revenue
• Better customer insights and data analysis
• Improved return on investment (ROI) compared to other marketing channels

A well-planned email marketing strategy involves getting to know your audience, segmenting them properly, and creating personalized content that resonates with them. By doing so, you can build trust, establish your brand as a thought leader, and drive long-term growth.

Email Marketing: Starting From Scratch

Step 1: Set Clear Goals

Before you send a single email, decide what success looks like for you. Ask:

• Are you trying to generate leads?

• Do you want to increase sales?

• Are you nurturing existing customers?

Example: “Increase email-driven sales by 20% in the next 3 months.”

📌 Pro Tip: Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).

Step 2: Know Your Audience Inside Out

You can’t write emails that connect if you don’t understand your audience. Build customer personas based on:

• Demographics (age, job title, company size)

• Behavior (buying habits, website activity)

• Needs (what problems do they want solved?)

Action Step: Use tools like Google Analytics, surveys, and social media insights to gather data. Then write down at least two personas.

Step 3: Build a Quality Email List (The Right Way)

The best list is one made of people who actually want to hear from you. Effective email campaigns can significantly enhance customer engagement and brand awareness.

✅ Do this:

• Add signup forms on your website

• Offer a lead magnet (e.g., free eBook, checklist, discount)

• Collect emails at events or webinars

🚫 Don’t do this: Buy email lists. They’re low-quality and can hurt your sender’s reputation.

📌 Pro Tip: Double opt-in to confirm subscribers and improve deliverability.

Step 4: Segment Your List for Better Results

Sending the same message to everyone? That’s a mistake.

Segment your list by:

• Interests

• Buying stage

• Location

• Email Engagement

Action Step: Start with these two basic segments:

1. New subscribers

2. Engaged customers

Then, personalize your content for each group.

Step 5: Choose the Right Email Marketing Tool

Your software should help you manage contacts, send campaigns, and track results.

Popular tools:

• Mailchimp – Great for beginners

• Klaviyo – Powerful for e-commerce

• ActiveCampaign – Great automation features

• ConvertKit – Built for creators

Checklist:

• Easy-to-use editor

• Segmentation and automation

• Templates and analytics

• Integrates with your CRM or e-commerce platform

Step 6: Plan Your Email Content Calendar

Consistency is key — but without a plan, you’ll end up sending random emails.

Action Step: Create a simple monthly calendar. Include:

• What you’re sending (promo, newsletter, how-to)

• Who you’re sending it to

• When it’s going out

✅ Aim to send at least 1–2 emails per week to stay top-of-mind.

Step 7: Write Subject Lines That Get Opened

Your subject line is the most important part of your email. No opens = no clicks.

Tips for great subject lines:

• Keep it under 50 characters

• Be clear, not clever

• Use action verbs

• Create urgency (but don’t overdo it)

Examples:

• “You’re Missing Out on 20% Off”

• “How to Save 5 Hours This Week (Really)”

• “Only 3 Spots Left – Reserve Yours Now”

Step 8: Create Emails That Drive Action

Once they open, your content should deliver value fast.

Checklist for high-performing emails:

• ✅ Clear headline

• ✅ Short, skimmable text

• ✅ One clear call to action (CTA)

• ✅ Mobile-friendly design

📌 Pro Tip: Use buttons for your CTAs — they tend to perform better than text links.

Step 9: Automate Key Email Flows

Set up automated sequences to save time and boost results:

📩 Must-have email automation:

• Welcome series for new subscribers

• Abandoned cart emails

• Post-purchase follow-ups

• Win-back campaigns for inactive users

Action Step: Start with a 3-part welcome series introducing your brand, best content, and offer.

Step 10: Track, Analyze & Optimize

Email marketing isn’t “set it and forget it.” You need to review the data and improve over time.

Track these key metrics:

• Open rate – Are people interested?

• Click-through rate (CTR) – Is your message effective?

• Conversion rate – Are you meeting your goals?

• Unsubscribe rate – Is your content relevant?

📌 Pro Tip: A/B test subject lines, content, send times, and CTAs.

Step 11: Stay Compliant (and Respectful)

Don’t overlook the legal side. Follow email marketing laws:

• Include an unsubscribe link in every email

• Use real business contact info

• Only email people who opted in

• Follow GDPR (if emailing European users)

Tools like Mailchimp and ActiveCampaign handle most compliance features automatically.

Designing Your Email

Designing an effective email campaign requires careful consideration of several key elements. Here are some tips to help you create a successful email marketing campaign:

• Use a clear and compelling subject line that grabs the reader’s attention
• Create a visually appealing design that aligns with your brand identity
• Use a clear and concise format that makes it easy to scan and read
• Include a strong call-to-action (CTA) that encourages the reader to take action
• Optimize your email for mobile devices to ensure a seamless user experience
• Use personalization techniques to tailor your content to each individual recipient
• Test and refine your email campaign regularly to improve performance and ROI

By following these tips and best practices, you can create an effective email marketing campaign that drives results and helps you achieve your marketing goals.

Email Marketing Strategy Checklist

Final Thoughts

Let’s wrap up with a quick summary of what you’ve just learned about creating a successful email marketing campaign:

✅ Set clear, measurable goals so every email serves a purpose
✅ Understand your audience so your content feels personal and relevant
✅ Build and segment your email list — never send to “everyone”
✅ Choose the right tools to manage and automate your campaigns
✅ Plan your content calendar to stay consistent and strategic
✅ Write engaging subject lines and CTAs to increase opens and clicks
✅ Test, measure, and optimize every campaign based on data
✅ Automate key sequences to save time and drive consistent results
✅ Stay compliant with email regulations to build trust

With this strategy in place, you’re no longer just sending emails — you’re building meaningful relationships, nurturing leads, and driving long-term growth for your business.