Email Marketing : Everything you need to know!

Email marketing is a form of direct marketing for sending information to a large group of people. It offers the opportunity to provide relevant information to your target audience. Do you have an offer you want to promote, bring in new customers or keep in touch with your target audience? Then email marketing is the platform to do just that. This page tells you everything you need to know to get started with email marketing.


Email Marketing Software

There are a lot of different email marketing software to choose from. Which one is the right choice depends mainly on your needs and wants. Are you mainly looking for an e-mail marketing software or a marketing automation software? My personal favorites are Klaviyo and ActiveCampaign. Feel free to look around the pages on this website under the software heading. If you really can’t figure it out or want to be sure, feel free to send me an email.

Email Marketing Tools

Looking for the ideal e-mail marketing tool for your business? If so, the choice can be overwhelming. The best tool really depends on your specific wants and needs. A bit of a cliché answer, huh? But it is the reality. Personally, I swear by tools like Klaviyo and ActiveCampaign. Want a broader overview? Then check out the pages on this site under the heading “software.” There I compare different tools with each other. And if you need personal advice, don’t hesitate to send me an email.

Email Marketing Strategy

An effective email marketing strategy can mean the difference between mediocre results and exceptional success. By carefully mapping the customer journey and adjusting your strategy accordingly, you make sure you send exactly the right email, at the right time, to the right person. That is the power of email marketing. Do you want to dive deeper into your email marketing strategy? Contact us via the button below.

Email Marketing Tips

If I could give some tips for email marketing they would be the following.


By creating logical and clear segments in your email list, you create an organized system. This ensures that you know which people to send what to. Imagine you own a pet store and you have segmented your list according to what kind of pet someone has: dog, cat, bird or rodent. Then you can respond to this with the right emails and offers.


Say you have created detailed segments for your pet store and there is an offer for dog food. Then you naturally target the “People with a dog” segment. By further personalizing the content of the email, you avoid sending repeated emails about dogs to someone who has been a customer for three years and only has a parrot. Such emails are irrelevant and of no interest to this customer. In short, make sure you send the right messages to the right people.


In the hustle and bustle of everyday life, why send an email in a hurry every time when you can automate as much as 80% of your emails? If someone signs up for your newsletter and says they have a dog, why not send a discount code for dog food automatically after a month instead of a general newsletter? Automate your emails in the way that it becomes an effective funnel that sends emails while you sleep. We call this email marketing automation.

Clear Call to Actions (CTA).

For better results, it is important to include a clear call to action in every email. Always write emails with a specific goal in mind, ideally just one. Limiting the length of the email and focusing on this one goal will make your email clear and immediately obvious to the reader. Then include a clear call to action explaining the benefits; this will increase the conversion rate of your email….

Email Marketing Examples / Templates

You are in the process or want to start creating some emails, but are completely out of inspiration? No worries, below are some examples you can get inspiration from.

Email Marketing Voorbeeld Templates
Email Marketing Voorbeeld Templates
Email Marketing Voorbeeld Templates
Email Marketing Voorbeeld Templates

Email Marketing Training / Cursus

Looking for email marketing training or courses? Then you’ve come to the right place. I offer a comprehensive online training that you can follow independently. If you prefer a personal touch, there is the possibility of an on-site training. I also have several pages and blogs in which I share some of my knowledge for free. However, do you want to discover the deeper secrets and special tips? Then choose the online training or book an on-site training.

Benefits of Email Marketing

Email marketing is a powerful tool with numerous benefits, yet it is often overlooked as an effective marketing channel. To illustrate, in 2019, every euro invested in email marketing yielded an average return of 42 euros. That translates to an impressive average ROI (Return on Investment) of 42.

Another benefit is efficiency; for example, by automating frequently asked questions, you can save significantly on your customer service time. Moreover, e-mail marketing offers a wonderful opportunity to add value to existing customers. For example, consider sending useful tips and tricks after a purchase, which are in line with the product purchased.

Email Marketing Trends

One email marketing trend we are currently seeing are “full image emails. These are emails designed in design software and then composed by placing images underneath each other.

Although this trend is gaining popularity, I personally would not recommend it. Using a lot of images can significantly increase email load time. Moreover, the ratio of image to text is suboptimal because email spam filters cannot recognize the text in the images. This significantly increases the chances of your e-mail ending up in the spam box.

B2C Email Marketing

Email marketing is a powerful tool for both B2C and B2B companies. The focus in B2C emails is usually on quickly enticing consumers with attractive visuals, converting text and special offers. In general, product recommendations, discount codes are often circulated and customer reviews are solicited. Now of course you can do much more with email marketing for the b2c market, but generally this is what is done the most.

B2B Email Marketing

email marketing b2b funnel

When we look at B2B e-mail marketing, the tone is often a lot more formal and more focused on offering information. The emails communicate the value of the company’s products or services. This is often done through case studies, white papers or knowledge sharing to increase authority with the target audience and stay top of mind.

Because the purchase cycle is often longer with B2B companies, the emails must also be tailored to this. Because of this, the email marketing strategy is often more focused on the long term, while in B2C you often see emails based on the short term. In B2B, the focus is often more on retention rather than quality. There is less frequent emailing and more often longer emails with a lot of value.

FAQs about Email Marketing

E-mail marketing is a direct form of communication with your target audience. It is used to send messages to a larger group of people. It can be used to bring in new customers, promote an offer or maintain cash.

Email marketing allows you to quickly and effectively send information to your target audience. This can be sending an e-mail to 10 people to sending an e-mail to 100,000 people. The emails are sent from an email marketing software to a list the company has collected.

It’s no wonder I can easily answer this. I see the positive effects of email marketing on a daily basis. Here are some of the benefits of email marketing.

Direct to the target audience: emails you send reach your target audience directly, this can be very useful for communicating offers or other information.

High ROI: Email marketing gives one of the highest ROIs (return on investment) of any marketing channel. This means that investing in email marketing is an extremely good option to invest in your business.

Segmentation: You can easily segment and ensure that the information you want to share only reaches individuals for whom it is relevant.

Personal: Emails are personal and help tremendously with increasing your brand awareness and customer retention/conversion. After all, people do business with people and not companies.

Measurable: email marketing is very directly measurable and therefore it is easy to optimize and scale this channel.

How do you get started with email marketing? Go through the following steps and you’re ready to begin your email marketing journey.

  1. What is your goal?
    Do you want to sell something, inform your customers or increase customer loyalty?
  2. Create an email list?
    Without e-mail addresses, of course, you can’t do anything. Start by collecting email addresses. You can do this by creating a lead magnet, sharing on your social media or offering a discount code on your website.
    Choose a platform
  3. Where are you going to send your emails from?
    You see, there are a lot of email marketing tools to choose from. My personal favorites are: ActiveCampaign and Klaviyo. Feel free to check out all my pages about the different software under the heading “software.”
  4. Design an email
    Do you go for a colorful email with lots of bells and whistles or do you go for a plain text email? A lot of choices and which one is the right one depends on what kind of business you have. Many e-mail providers have templates ready that you can use as inspiration.
  5. Segment
    Who are you going to send this email to? Segment your list and choose the segments that fit the email you are sending.
    Send and analyze

    Woohoo! You’ve sent your first email! Now it’s time to see how your email is performing. Do you have a good open and click rate? How many people unsubscribe and how many people buy your product? All relevant information you need to take your email marketing to the next level.

Email marketing costs can vary quite a bit based on the size of the campaigns, your list, what software you choose and whether you do it in-house or have a specialist do it for you.

On average, a freelance email marketer costs between 55 and 150 euros per hour, depending on the experience and expertise of the specialist.

I will always recommend not to look at the hourly rate, but to make agreements on the work to be done. Do you want to send out 4 campaigns a month? Then get the price for this from different specialists. One freelancer might spend 8 hours per campaign, while another might do it in 2 hours.

8 x 55 = 440
2 x 150 = 300

Now you see that hourly rate doesn’t have to say a whole lot. So what email marketing will cost you depends on your requirements.

You optimize your email marketing mainly by doing A/B Testing. This is the most reliable way for optimizing. Try to work from top to bottom when testing. Start with A/B tests that can have the most impact, think about your lead magnet offer, what kind of pop-up you use or the insertion of your emails. Once you’ve tested all the big things, then … and really only then is it time to start testing button color. First things first.