Email Marketing Tutorial |A FREE BEGINNER’S GUIDE|

What is email marketing?

Basically, email marketing is a digital marketing channel of sending out commercial messages typically to customers, individuals or a group of people through emails.

It generally involves sending emails containing advertisements, business request or solicit sales. It’s also an easy way to build brand awareness or trust from people.

This email marketing tutorial is ultimately for users who plan to or are committed to start email marketing.

Wait, is email marketing actually still worth it?

Absolutely Yes! With the chatbots, video or artificial intelligence all into the game, many think email marketing is dead but it’s actually at its prime basing on the 2018 data below. It’s very clear that it beats all the other digital media channels such SEO, social media marketing, affiliate marketing, social PPC.

Another data study (2017) shows that 85% of the adult internet users have emails, thus showing how relevant and lucrative it’s for your business.

Why you should start an email marketing?

Emailing is the most effective and preferred marketing channel by consumers and customers to communicate with the companies, this is backed by a study from MarketingSherpa indicating that; 60% of the survey respondents picked emails to receive promotions and updates from the different businesses and companies. Furthermore, only 20% and 17% chose social media and text messages.

Emails have a better conversion rate than any other marketing channel; people who buy email marketed products spend 138% more than those without email offers, would you look at that crazy stat? About 99% of consumers check their emails daily, what more could need to get convinced that email marketing is ideal for your business?

Getting started

Email marketing is not as complicated to start as it may seem, I will take you through the steps involved.

First and foremost, you’ll need to pick an email service provider (ESP), which is a company or basically a software that offers email marketing services. ESP enable marketers to send out large quantities of emails to addresses on their email lists as well as having features that enable them to target and automate.

The email marketing service providers required monthly subscription, however for ones on budget and those considering just giving this marketing channel a trial, I recommend you use the following completely free of charge.

  1. Sendinblue
  2. Constant contact
  3. Mailchimp
  4. MoonMail
  5. Benchmark

The paid version Email Marketing Providers offer way more better services such as sending out campaigns with bigger email lists.

The above list of free ones also do have paid versions so one can easily upgrade, there are a ton of them out there, below are some of the ESPs to consider.

So, after choosing an EPS, you’ll will need to set up your email list in whichever program that you chose.

After a short time, you should have collected a couple of emails and now will need to grow your list.

Building an email list/growing your list                        

In order to build or effectively grow one’s email list, you’ll need to have an opt-in form, where you collect emails from your website or landing page visitors.

To grow an email list requires a lead magnet. A lead magnet refers to a bait or an offer you give out to people for free in an exchange for their information or email addresses.

Remember guys, gone are the days when one would ask people to subscribe to your email list, why should they? Give them something out for free in exchange of the email. In addition to that, putting opt-in forms on your websites does barely any difference either. Take an example of yourself., do you subscribe to an opt-in forms on websites? No in most cases. Then, how can you expect others to do so?

Growing an email list involves giving out an attractive and compelling offer, thus provide a lead magnet of high value for Free to your visitors.

Lead magnets can be offered in the following forms:

  • Webinars
  • eBooks
  • Videos
  • Audio files
  • PDFs
  • A coupon
  • Free trials or samples
  • Free templates with valuable info. Etc
  • Basic courses
So, what makes a good opt-in bribe or lead magnet

Well knowing that a lead magnet helps convert website visitors into leads, you have to offer a quality and compelling opt-in bribes with the following characteristics;


A great example of an effective lead magnet form


The topic or what makes up the lead magnet must be in correspondence with the available content on the pages the viewers/visitors are on. Let your information be specific to your audience

Valuable and should create noticeable improvement.

You have to consider the visitor as a naïve being about the content they’re reading and thus offer them something that is sensible which will create a change or add knowledge to them in regards to the topic.

Easily consumed

Yes! It should be simple and yet effective, easy to consume because you’ll bore them with your hundreds of pages filled with content,

Readily available

Your consumers should be in position to access their products or offers instantly after submitting in their emails. I mean who hate instant gratification.

Call to Action

Finally, don’t forget to add the call to action content within your opt-in page like your contact info or details of more information

                                   Opt-in forms

Opt-in forms are the building blocks of targeted and segmented email lists.  I refer to those little forms at the end of blogs or sidebars that ask for your emails while you crawl on someone’s website or blog. At times, they appear as exit-intent pop ups when you try exiting a blog or web-page.

In order to build or effectively grow one’s email list, you’ll need to have an opt-in form, where you collect emails from your website or landing page visitors. An effective and converting opt-in or lead magnet form should have the following characteristics;

  • Keep it simple and short; the aim of opt-in form is to convince people to offer you their emails, so why make it so long and boring, keep it short and attractive
  • It should be convincing or persuading; All it’s content from texts to graphics should be eye catching and persuasive.
  • Should focus on a particular solution. Make your headlines to clearly describe the ultimate benefit of the lead magnet.
  • An attractive subscription buttons. You should choose a compelling colour for the button, something that really stands out on the blog page or your website.

Here are more examples of decent lead magnet forms

What email marketing services to use?


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