{"id":36508,"date":"2021-08-09T07:55:54","date_gmt":"2021-08-09T07:55:54","guid":{"rendered":"http:\/\/act.com\/what-is-email-marketing\/"},"modified":"2025-08-22T07:16:29","modified_gmt":"2025-08-22T14:16:29","slug":"what-is-email-marketing","status":"publish","type":"page","link":"https:\/\/www.act.com\/en-gb\/what-is-email-marketing\/","title":{"rendered":"What is email marketing?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1728082509674{margin-bottom: 100px !important;}&#8221;][vc_column]<div class=\"actcrm-page-banner-container standard \" style=\"background-image: url(https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/actcrm-hero-banner.jpg);\">\n\t<div class=\"container\">\n\t\t\n\t\t\n\t\t<div class=\"page-banner-row\">\n\n\t\t\t\t\t\t<div class=\"page-banner-text\">\n\t\t\t\t<h1>What is email marketing?<\/h1>\n<p><a href=\"#\" data-modal_id=\"crm-video-modal\" class=\"open-actcrm-modal orange-button\">Watch the video<\/a><\/p>\n\t\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>[\/vc_column][\/vc_row][vc_row][vc_column]\n<div class=\"actcrm-whatis-layout-container\">\n    <div class=\"container\">\n        <div class=\"inner\">\n            <aside class=\"whatis-sidebar-track\">\n                <section class=\"whatis-sidebar-tableofcontents\">\n\n                    <!-- Table of Contents -->\n                    <section class=\"whatis-tableofcontents-container\">\n                        \n\t\t\t\t\t\t<div class=\"filter-bar\">\n\t\t\t\t\t\t\t<div class=\"icon\"> Table of Contents <i class=\"chevron-down-icon\"><\/i><\/div>\n\t\t\t\t\t\t<\/div>\n                        <div class=\"expandable-menu\">\n                            <ul>\n                                                                        <li>\n                                            <a href=\"#Step_01\">\n                                                1. What is email marketing?                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_02\">\n                                                2. Why email marketing?                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_03\">\n                                                3. Email marketing best practices                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_04\">\n                                                4. How to choose the best email marketing software for your small business                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_05\">\n                                                5. Automated email marketing                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_06\">\n                                                6. Wrapping up                                            <\/a>\n                                        <\/li>\n                                                                <\/ul>\n\n                            <!-- More Questions? -->\n                             <!-- TRIAL CTA -->\n<section class=\"whatis-sidebar-footer-cta\">\n<p><strong>More Questions?<\/strong><\/p>\n<p><a href=\"\/en-gb\/learning-center\/\" \n#\ntarget=\"_blank\">Visit our Learning Center<\/a><\/p>\n<\/section>\n                        <\/div>\n                    <\/section>\n\n                    <!-- Square Free Trial CTA -->\n                    <section class=\"whatis-tableofcontents-trial-cta\">\n                        <h4>Start Creating More Meaningful Relationships With Act!<\/h4>\n                        <p>Start your 14 day free trial today. No download or credit card required.<\/p>\n                        \n                        <p><a class=\"orange-button\" href=\"\/en-gb\/trial\/act\" \n                        #\n                        target=\"_blank\">Start Free Trial<\/a><\/p>\n                    <\/section>\n                <\/section>\n            <\/aside>\n            <article class=\"whatis-content-container\">\n                <section class=\"whatis-content-wrapper\">\n                    [vc_column_text css=&#8221;.vc_custom_1748942915262{margin-bottom: 0px !important;}&#8221; el_id=&#8221;Step_01&#8243;]<\/p>\n<p style=\"font-size: 2.2rem;\">Email marketing is when businesses use email to promote their product or service. It is a type of direct marketing, which means the company communicates with the consumer without the help of an intermediary.<\/p>\n<p>Email can be used to build relationships with leads, convert prospects, and ensure existing customers have a great experience. Here are some examples of email marketing and different types of emails that you will recognise from your inbox.<\/p>\n<ul>\n<li><strong>Welcome email series:<\/strong> When a customer first interacts with a company, the business will typically send an automated series of emails explaining more about the organisation and its product. For example, a tech company that offers a free software trial will send informational links to help the customer get maximum value from the tool. Towards the end of the trial, they may send emails focused on converting the person into a paid customer. These emails are highly targeted based on the offer the customer interacted with.<\/li>\n<li><strong>Email newsletters:<\/strong> Newsletters are general emails sent out on a regular basis. They will typically contain company updates and links to blog content or other material the recipient may find interesting. Newsletters are a low-cost way to stay in contact with many people. When a customer interacts with something in one of these emails; for example, if they download an eBook, the business can put them onto a more targeted email sequence.<\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"actcrm-trial-footer-cta wpb_content_element  vc_custom_1751368051383\">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Start Creating More Meaningful Relationships With Act!<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tStart your 14 day free trial today. No download or credit card required.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/trial\/act\/\" class=\"orange-button\">Start Free Trial<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"screen1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/cta-image1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"screen2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/cta-image2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;&#8221;]<\/p>\n<ul>\n<li><strong>Email reminders:<\/strong> Businesses send email reminders to customers who haven\u2019t finished a task they started. If someone looked at a product on an eCommerce store but didn\u2019t buy, the store can send an email reminding them to complete the transaction.<\/li>\n<li><strong>Transactional emails such as post-purchase emails:<\/strong> When a customer makes a purchase, businesses often send a series of emails telling them more about the product. Post-purchase emails are essential for increasing customer loyalty, for example, if your product is subscription-based as they increase the likeliness that the customer will find value in the service and keep paying. Post-purchase emails can also be used to upsell other or new products or run referral campaigns.<\/li>\n<li><strong>Nurture emails:<\/strong> Nurture emails provide prospects with targeted content based on the problems they are trying to solve. This could be links to blog posts, whitepapers, or video guides. The aim of these emails is to provide the prospect with useful information that keeps your company front-of-mind and ultimately turns the prospect into a new customer.<\/li>\n<li><strong>Cold emails:<\/strong> Businesses sometimes send cold emails to people they haven\u2019t previously interacted with. These messages are typically the least effective form of email marketing. However, they may work in some types of B2B sales when they are highly targeted and sent from a personal account.<\/li>\n<li><strong>Promotional emails: <\/strong>Email marketers can use promotional emails to inform existing or potential customers about special offers, seasonal deals, or other sales promotions.<\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"actcrm-image-video-popup-wrapper wpb_content_element  \n        alignment-center\">\n        <div data-modal_id=\"crm-video-modal\" \n                class=\"actcrm-image-video-content open-actcrm-modal without-bg\">\n                <div class=\"video-background-container\">\n                                        <img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/what-is-email-marketing-video.png\" alt=\"graphic of a desktop computer with a sales chart and a plant and coffee cup in the background \" class=\"actcrm-image-video-thumbnail\" \/>\n                                                            <div class=\"actcrm-play-icon-wrapper\">\n                        <div class=\"actcrm-play-icon\">\n                            <i class=\"fa fa-play\"><\/i>\n                        <\/div>\n                    <\/div>\n                                    <\/div>\n                                    <div class=\"actcrm-video-text\"><p>Check out this brief video to learn more<\/p><\/div>\n                            <\/div>   \n    <\/div>\n\n    <div class=\"actcrm-modal-container\" id=\"crm-video-modal\">\n        <div class=\"actcrm-modal-underlay actcrm-image-video-overlay\">\n        <div class=\"close-actcrm-modal\"><i class=\"fa fa-times\" aria-hidden=\"true\"><\/i><\/div>\n            <div class=\"modal-content\">\n                <div class=\"wpb_video_widget\">\n                    <div class=\"wpb_wrapper\">\n                        <div class=\"wpb_video_wrapper\">\n                            <iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/XtvA22PInP8\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen\"><\/iframe>                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div><div class=\"actcrm-trial-footer-cta wpb_content_element  vc_custom_1748939739722\">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Need help with email marketing? Act! has you covered.<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tThis guide outlines seven steps you can use to build an effective campaign.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/guides\/7-steps-to-email-marketing-success\" class=\"orange-button\">Download it here<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"custom\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"358\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/7-steps-email-marketing-success-cover-040720.png\" class=\"attachment-full size-full\" alt=\"cover for 7 steps to email marketing success on top of a gray circle\" srcset=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/7-steps-email-marketing-success-cover-040720.png 454w, https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/7-steps-email-marketing-success-cover-040720-300x237.png 300w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/>\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;.vc_custom_1755872183648{margin-top: 0px !important;padding-top: 0px !important;}&#8221; el_id=&#8221;Step_02&#8243;]<\/p>\n<h2>Why email marketing?<\/h2>\n<p>Email marketing is valuable because it doesn\u2019t cost much, yet it is very effective. Here are some of the benefits of email marketing.<\/p>\n<h4><strong>Email marketing is low cost<\/strong><\/h4>\n<p>Email marketing is free other than the cost of software as you own your contact list. This means it is easy to get an excellent return on your investment. In fact, in its recent <a href=\"https:\/\/www.ana.net\/content\/show\/id\/thedmaorg-redirect\" target=\"_blank\" rel=\"noopener\">Marketing Email Tracker Report<\/a>, the Direct Marketing Association put the ROI of email marketing at $42 for every dollar spent.<\/p>\n<h4><strong>Email marketing is effective<\/strong><\/h4>\n<p>Email marketing targets people who have already expressed an interest in your business or product, which means they require less nurturing than those with no knowledge of your company. You can also segment prospects and customers based on their needs and interests by tracking how they interact with your marketing material and through lead generation forms. This allows you to send them the content and offers that are most likely to interest them.<\/p>\n<h4><strong>Email marketing is flexible<\/strong><\/h4>\n<p>Email marketing is a flexible tool you can use throughout the <a href=\"https:\/\/www.act.com\/en-gb\/what-is-a-sales-funnel\/\">sales funnel<\/a>. Prospects in the early stage of the buying process will benefit from helpful information about their problem. When they start to interact with your emails, you can focus the content on your product. As the prospect gets closer to a purchasing decision, you can send them offers or discounts to convince them to buy.<\/p>\n<h4><strong>When to not use email marketing<\/strong><\/h4>\n<p>If your primary marketing goal is to increase the size of your audience, email marketing is unlikely to help. This is because you need to have a customer\u2019s or prospective customer\u2019s email address before you can communicate with them. If you want to<a href=\"https:\/\/www.act.com\/en-gb\/blog\/building-brand-awareness-through-social-media\/\" target=\"_blank\" rel=\"noopener\"> increase brand awareness<\/a>, you may be better off using other marketing channels, for example, paid ads, <a href=\"https:\/\/www.act.com\/blog\/seo-marketing-basics\/\" target=\"_blank\" rel=\"noopener\">SEO<\/a>, content marketing (e.g. webinars), or social media.[\/vc_column_text][vc_single_image image=&#8221;26865&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][vc_column_text css=&#8221;.vc_custom_1751369011587{margin-bottom: 0px !important;}&#8221; el_id=&#8221;Step_03&#8243;]<\/p>\n<h2>Email marketing best practices<\/h2>\n<p>So how does email marketing work? When working on your email marketing strategy, there are some best practises you should follow. Here is a look at some of them.<\/p>\n<h4><strong>Segment your audience and send relevant content<\/strong><\/h4>\n<p>Segmenting your audience allows you to build targeted email marketing campaigns that use content each group is likely to relate to. You can segment your audience based on where they are in the buyer\u2019s journey as well as their interests.<\/p>\n<p>Imagine a company that sells air conditioning units to both homes and offices. The company will benefit from producing a separate campaign for homeowners and business leaders.<\/p>\n<p>Additionally, the company should consider where the customer is in the buyer\u2019s journey. Those in the early stages may respond to an email with an offer to download a product catalogue. People who are ready to buy are more likely to respond to an email that provides a quote.<\/p>\n<h4><strong>Automate processes<\/strong><\/h4>\n<p>Automating email marketing processes ensures that you send at the optimum time for conversion while reducing the amount of manual work your team needs to do. Just put in place effective triggers and let the software do the rest of the work. We discuss email automation in further detail at the end of this article.<\/p>\n<h4><strong>Monitor and change what isn\u2019t working<\/strong><\/h4>\n<p>Email marketing isn\u2019t an exact science. Some things you do will work as expected, while others won\u2019t. Most email marketing solutions provide insight and analytics you can use to optimise your campaign.<\/p>\n<p>Is one of your emails recording a lower than average open rate? Then change the subject line or the time you send the email. Does one of your messages have a poor click-through-rate? Then consider moving the offer further up the email or changing the call-to-action.<\/p>\n<p>A useful way to improve the efficiency and the conversion rates of your emails is<a href=\"https:\/\/www.act.com\/en-gb\/blog\/ab-testing\/\"> A\/B testing<\/a>. To do this, just build two different versions of the same email then send them to a small sample of customers to see which one performs better.<\/p>\n<p>One common thing A\/B testing is used for is to improve open rate. Just write two subject lines for the same email, send both versions out to the same number of customers, and see which one more people read. Use the higher-performing email throughout your campaign. You could also test calls-to-action, the time you send your email, or different offers.<\/p>\n<h4><strong>Don\u2019t spam your list<\/strong><\/h4>\n<p>It can be tempting to contact your entire list with information about your product frequently. However, this can come across as spammy and make people unsubscribe. Stick to emailing your contacts valuable material that is related to their needs and where they are in the buying cycle.[\/vc_column_text]<div class=\"actcrm-trial-footer-cta wpb_content_element \">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Want more email marketing tips and best practices?<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tThis guide contains all you need to know to increase leads and build sales with email marketing.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/email-marketing-best-practices\/\" class=\"orange-button\">Download it here<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"custom\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"405\" height=\"358\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/email-marketing-best-practices-cover-040720.png\" class=\"attachment-full size-full\" alt=\"cover mockup for email marketing best practices for small businesses with photo of a person working at a laptop with coffee\" srcset=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/email-marketing-best-practices-cover-040720.png 405w, https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/email-marketing-best-practices-cover-040720-300x265.png 300w\" sizes=\"auto, (max-width: 405px) 100vw, 405px\" \/>\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;.vc_custom_1751369043610{margin-bottom: 0px !important;}&#8221; el_id=&#8221;Step_04&#8243;]<\/p>\n<h2>How to choose the best email marketing software for your small business<\/h2>\n<p>With so many solutions out there, businesses have plenty of options when it comes to choosing email marketing software and email service providers. The best one for your company will depend on several factors. Here are some of them:<\/p>\n<h4><strong>The size of your list and the number of emails you send<\/strong><\/h4>\n<p>Email marketing software providers will typically have different solutions depending on the size of your list and the number of emails you plan to send. Be sure to choose one that suits your email marketing goals. If you plan to grow your list and gain as many new subscribers as possible, you should also check that the software provider can grow with you.<\/p>\n<h4><strong>Is the software compatible with the tools you use?<\/strong><\/h4>\n<p>Email marketing platforms should integrate with your existing workflow. Here are some ways your email marketing provider can connect with other tools.<\/p>\n<ul>\n<li>Solutions that work alongside your <a href=\"https:\/\/www.act.com\/en-gb\/what-is-crm\/\">CRM<\/a> can provide useful insight into the behaviour of your customers.<\/li>\n<li>Email client integrations let you automatically import your contacts.<\/li>\n<li>eCommerce store integrations allow you to set up abandoned cart emails.<\/li>\n<\/ul>\n<h4><strong>How easy is it to create successful email marketing campaigns?<\/strong><\/h4>\n<p>A good tool allows you to create beautiful emails quickly. Look for software that has premade, customisable email marketing templates and email designs you can use as inspiration. If you need more control, drag and drop email builders allow you to create templates that suit your specific needs.<\/p>\n<h4><strong>Does the software provide any extras?<\/strong><\/h4>\n<p>Many email marketing solutions come with extras that help you build effective campaigns. Look out for tools with <a href=\"https:\/\/www.act.com\/en-gb\/what-is-a-landing-page\/\">landing page builders<\/a>, lead generation form builders, and in-depth analytics.<\/p>\n<h4><strong>Price<\/strong><\/h4>\n<p>Price is an obvious\u2014yet important\u2014factor. To receive a positive return on investment (ROI) on your email marketing efforts, you need to choose a solution that is cost-effective while providing all the features you need.[\/vc_column_text]<div class=\"actcrm-trial-footer-cta wpb_content_element \">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Act! combines customer management with powerful email marketing tools<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tTry Act! free for 14 days and see email marketing in action.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/trial\/act\/\" target=\"_blank\" class=\"orange-button\">Try it free<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"custom\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"585\" height=\"369\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/what-is-crm-feattourprev_021220.png\" class=\"attachment-full size-full\" alt=\"preview of the act! CRM dashboard\" srcset=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/what-is-crm-feattourprev_021220.png 585w, https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/what-is-crm-feattourprev_021220-300x189.png 300w\" sizes=\"auto, (max-width: 585px) 100vw, 585px\" \/>\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;&#8221; el_id=&#8221;Step_05&#8243;]<\/p>\n<h2>Automated email marketing<\/h2>\n<p><a href=\"https:\/\/www.act.com\/en-gb\/what-is-marketing-automation\/\">Marketing automation<\/a> allows businesses to automate the sending of emails. This lets companies communicate with customers at the most effective times and send personalised emails while also reducing the amount of manual work marketing teams have to do. Here are some ways you can automate your email.[\/vc_column_text][vc_row_inner equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1744988351671{padding-right: 0px !important;padding-bottom: 35px !important;padding-left: 0px !important;}&#8221;][vc_column_inner css=&#8221;.vc_custom_1741081188871{padding-top: 48px !important;padding-right: 48px !important;padding-bottom: 48px !important;padding-left: 48px !important;background-color: #EDEFFF !important;border-radius: 20px !important;}&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Automated email sequences<\/strong><\/p>\n<p>Imagine someone requests your eBook. You can set up your system so that it automatically sends the material as soon as they ask for it. Then, over the following days or weeks, you can send additional messages about topics related to the eBook. Automated email marketing ensures this happens without your team having to do a thing.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1744988358454{padding-right: 0px !important;padding-bottom: 35px !important;padding-left: 0px !important;}&#8221;][vc_column_inner css=&#8221;.vc_custom_1741081188871{padding-top: 48px !important;padding-right: 48px !important;padding-bottom: 48px !important;padding-left: 48px !important;background-color: #EDEFFF !important;border-radius: 20px !important;}&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Send emails based on customer interaction<\/strong><\/p>\n<p>Imagine the customer clicks on a link from within the eBook to your pricing page. This can be a sign that they are ready to buy. Automated email marketing will send the customer an email asking if they would like to schedule a call with a sales rep to discuss their potential purchase. The customer can use scheduling software to select a timeslot that is suitable for them.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1744988364838{padding-right: 0px !important;padding-bottom: 35px !important;padding-left: 0px !important;}&#8221;][vc_column_inner css=&#8221;.vc_custom_1741081188871{padding-top: 48px !important;padding-right: 48px !important;padding-bottom: 48px !important;padding-left: 48px !important;background-color: #EDEFFF !important;border-radius: 20px !important;}&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Automated reminders<\/strong><\/p>\n<p>Imagine someone looks at one of your products but doesn\u2019t end up buying. Set up an automated email to contact the customer after a predefined amount of time, reminding them of their purchase.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1744988433615{padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;}&#8221;][vc_column_inner css=&#8221;.vc_custom_1741081188871{padding-top: 48px !important;padding-right: 48px !important;padding-bottom: 48px !important;padding-left: 48px !important;background-color: #EDEFFF !important;border-radius: 20px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1748942397815{margin-bottom: 35px !important;}&#8221;]<strong>Post-sales support<\/strong><\/p>\n<p>Post-sales support is a crucial part of the sales process. If customers have a good experience and value your product, they are likely to stay customers. You can automate emails to be sent out once a customer buys your product to help them get the most out of it.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<div class=\"actcrm-trial-footer-cta wpb_content_element \">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Still unsure what marketing automation is?<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tThen download our definitive guide to marketing automation and learn how marketing automation can boost your email marketing success.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/marketing-automation-ebook\/\" target=\"_blank\" class=\"orange-button\">Download the eBook<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"custom\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"415\" height=\"381\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/definitive-guide-ma-cover-030520.png\" class=\"attachment-full size-full\" alt=\"cover for your definitive guide to marketing automation on top of blue circle with the act! Crm logo and description that reads a beginner&#039;s guide to marketing automation to help you reach your marketing goals and increase your company&#039;s revenue\" srcset=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/definitive-guide-ma-cover-030520.png 415w, https:\/\/www.act.com\/wp-content\/uploads\/2021\/08\/definitive-guide-ma-cover-030520-300x275.png 300w\" sizes=\"auto, (max-width: 415px) 100vw, 415px\" \/>\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;.vc_custom_1748942472918{margin-bottom: 0px !important;}&#8221; el_id=&#8221;Step_06&#8243;]<\/p>\n<h2>Wrapping up<\/h2>\n<ul>\n<li><strong>What is email marketing?<\/strong> Email marketing is using email to promote your product or service.<\/li>\n<li><strong>Why use email marketing?<\/strong> Email marketing is low cost, effective, and you can use it throughout the buyer\u2019s journey.<\/li>\n<li><strong>Email marketing best practises:<\/strong> Segment your email list so you always send valuable content. Automate processes where applicable and try to avoid spamming your contacts. Also, monitor what is working and change what isn\u2019t.<\/li>\n<li><strong>How to choose email marketing software?<\/strong> Choose software that has the features you need. Be sure that the solution is suitable for your email list\u2019s size. Also, check whether it integrates with your existing tools.<\/li>\n<li><strong>What is automated email marketing?<\/strong> Some email marketing solutions allow you to automate processes. This helps you build more effective campaigns while reducing manual work.<\/li>\n<\/ul>\n<p>[\/vc_column_text]                <\/section>\n                \n                <!-- TRIAL CTA -->\n<section class=\"whatis-sidebar-footer-cta\">\n<p><strong>More Questions?<\/strong><\/p>\n<p><a href=\"\/en-gb\/learning-center\/\" \n#\ntarget=\"_blank\">Visit our Learning Center<\/a><\/p>\n<\/section>\n            <\/article>\n        <\/div>\n    <\/div>\n<\/div>\n<div class=\"whatis-backtotop\"><\/div>\n<script>\ndocument.addEventListener(\"DOMContentLoaded\", function() {\n  \/\/ Adjust the scroll position for anchor links\n  document.querySelectorAll('a[href^=\"#\"]').forEach(anchor => {\n    anchor.addEventListener('click', function(e) {\n      e.preventDefault(); \/\/ Prevent default anchor link behavior\n\n      \/\/ Get the target element by ID\n      const targetID = this.getAttribute('href').substring(1);\n      const targetElement = document.getElementById(targetID);\n\n      if (targetElement) {\n        \/\/ Calculate the position and add an offset (e.g., 40px)\n        const offset = -160; \/\/ Adjust this value as needed\n        const elementPosition = targetElement.getBoundingClientRect().top;\n        const offsetPosition = elementPosition + window.pageYOffset + offset;\n\n        \/\/ Smoothly scroll to the adjusted position\n        window.scrollTo({\n          top: offsetPosition,\n          behavior: 'smooth'\n        });\n      }\n    });\n  });\n});\n<\/script>[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1740410107751{margin-bottom: 0px !important;padding-top: 40px !important;padding-bottom: 40px !important;background-color: #0B1031 !important;}&#8221;][vc_column][vc_row_inner el_class=&#8221;solvemychaos-footer-cta&#8221; css=&#8221;.vc_custom_1740410116505{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column_inner][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 class=\"white-text\" style=\"text-align: center; font-size: clamp(3.0rem, 2vw + 1rem, 5.4rem);\">Big results. Small investment.<\/h2>\n<p class=\"white-text\" style=\"text-align: center; font-size: 2.0rem;\">Ready to take the first step?<\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1751368810236{margin-top: 30px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><a class=\"orange-button\" href=\"https:\/\/www.act.com\/en-gb\/trial\/act\/\" rel=\"noopener\">Try it free<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css=&#8221;.vc_custom_1728082509674{margin-bottom: 100px !important;}&#8221;][vc_column][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1740410107751{margin-bottom: 0px !important;padding-top: 40px !important;padding-bottom: 40px !important;background-color: #0B1031 !important;}&#8221;][vc_column][vc_row_inner el_class=&#8221;solvemychaos-footer-cta&#8221; css=&#8221;.vc_custom_1740410116505{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column_inner][vc_column_text css=&#8221;&#8221;] Big results. Small investment. Ready to take the first step? [\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1751368810236{margin-top: 30px !important;}&#8221;] Try it free [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-36508","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Email Marketing | A Definition by Act!<\/title>\n<meta name=\"description\" content=\"What is email marketing? 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