Getting started with email marketing.

A simple step by step guide for beginners. If you are looking to integrate email marketing into your organisation, then this is the guide for you.

By Megan
Wednesday, August 26th, 2020
Estimated reading time: 3 minutes, 57 seconds.

A simple step by step guide for beginners

If you are looking to integrate email marketing into your organisation, then this is the guide for you.

Masters Allen has created this short step by step guide to email marketing for beginners. It is designed to help you get on your way to sending your first campaign.

Email marketing is excellent for building loyalty and trust in your brand. Effective email marketing will help you build relationships with prospects, leads, current customers, and even past customers. We recommend email marketing because it gives you a chance to speak directly to your chosen audience, in their inbox, at a time that is most convenient for them.

Find a purpose

As an email marketing beginner, it is important you find a purpose. When starting your email marketing campaign, the first stage is to understand the need for your email.

We recommend you consider the following:  

Why would someone want to receive your email?

How will it benefit them?

It is essential you can answer the above questions because if the email campaign has no interest to your audience, they will not read it and could unsubscribe from the mailing list.

What is the objective?

Define the objectives of the email marketing campaign.

For example, this could be to inform the reader or attract a user to your organisation. Another example would be to engage the user or guide them. You may decide to guide someone to your company website. The objective may be as simple as to drive more conversions.

We recommend making your objective SMART. To elaborate, your objective should be specific, measurable, achievable, realistic and, timely. Set goals and targets for the campaign you would like to reach.

Your objective will vary between email campaigns depending on the objective you have set.


Decide on the correct message. The way you write your message can help to influence and persuade people. Using the right tone of voice and structure, will influence whether people decide to read your email.

The way you write your email will affect your organisation and how your brand is perceived. A tone of voice both embodies and expresses the brand’s personality and set of values.

The mailing lists

Next, you need to gather or create a mailing list.

Here are some tips and tricks to growing your mailing list:

  • You can grow your email marketing list by performing a lead magnet. This is when you give something away for free in exchange for an email address. Once you have a person’s email address you can then send them email marketing campaigns. Popular examples of lead magnets are an eBook, a cheat sheet of tips or resources, white papers or case studies, a webinar, free trials or samples, a free quote or consultation, quizzes or a self-assessment, a coupon, etc.
  • Alternatively, you could create pop-up forms. This is a place where people can subscribe to the mailing list.
  • Demonstrate immediate value, you can do this by giving people a sneak peek into the type of content you will be sending out.
  • Make exclusive content or deals that you only receive when subscribed to the mailing list.

There are many ways to get someone to subscribe to your mailing list, we recommend testing multiple different methods until you find what works for your organisation.

Bonus tip: At this point, you should consider segmenting your audience if it is relevant. Segmentation allows you to precisely reach a person or a group of people with specific needs and wants. Segments can be very useful, you can segment people into areas such as new subscribers, preferences, interests, location, open rate, inactivity, lead magnet, shopping cart abandonment and much more.

Creating the email

Now you are ready to create the email. Good email design makes it easy for your readers to understand your message quickly.

When designing your email keep in mind:

  • Layout.
  • Colour usage.
  • Branding.

It is now time to populate with images and social media icons. Images are important in email marketing because they grab the attention of the reader. Research shows visuals increase a person’s willingness to read a piece of content by 80 percent. Including icons and links to your social profiles in your emails is the easiest way to make your subscribers aware of your additional channels.


It is important that the email is tested before it is sent. Testing allows you to compare and contrast different elements of your email campaigns. It ensures that everything is loading correctly and appears the way it should for different email servers.

Look out for:

  • Subject line.
  • Preview text.
  • Broken links.
  • Broken images.
  • Check ALT text.
  • Spelling and grammar.
  • Dynamic content.


It is time! Finally, the email can be sent to your chosen audience.


Make sure that after the email is sent, you report and evaluate. You should evaluate areas such as open rate, click rate, click-to-open rate, unsubscribe rate, etc. Doing this will help you improve on future emails that you send.

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