Playbook

Email Marketing Basics

Everything you need to know to get started with email marketing, no jargon, just actionable steps.

This is part of the Supercharged Email playbook, built to help you get better results without guesswork.

TL;DR

Pick a platform built for the long haul (we recommend Constant Contact for beginners).
Grow your list with opt-ins, never buy a list.
Write to one person, deliver one idea, include one CTA.
Set up a welcome sequence on day one. It's the highest-ROI automation you'll ever build.
Measure open rate, click rate, unsubscribes, and revenue per email, ignore vanity metrics.

1. Choose the Right Platform

Look for: ease of use, automation, templates, deliverability
Constant Contact is ideal for beginners and growing businesses
Start with a free plan and upgrade as your list grows

2. Build Your List the Right Way

Never buy email lists, it destroys deliverability and trust
Use opt-in forms with a clear value proposition
Offer a lead magnet to incentivize signups
See our First 1,000 Subscribers Playbook

3. Write Emails People Want to Read

Write like you're emailing one person, not a crowd
Lead with value, what's in it for the reader?
Keep paragraphs short (2-3 lines max)
Include one clear CTA per email
Use our subject line tool for better opens

4. Set Up Essential Automations

Welcome sequence: Use our Welcome Email Template
Re-engagement: Automatically win back inactive subscribers
Birthday/anniversary: Personal touch that builds loyalty

5. Measure What Matters

Open rate: Are your subject lines working? (Aim for 20%+)
Click rate: Is your content compelling? (Aim for 2-5%)
Unsubscribe rate: Are you over-sending? (Keep below 0.5%)
Revenue per email: The ultimate metric for ROI

Do this today

Pick an email platform and create your account
Build a single opt-in form on your homepage
Draft a one-email welcome that delivers a quick win
Set the welcome to send automatically on signup
Schedule your first regular email (newsletter or update)
Set a calendar reminder to check metrics next Friday

Frequently asked

How often should I email my list?+

Most lists do well at 1–2 emails per week. Start there and use our Frequency Calculator to dial it in.

What's a good open rate?+

20–30% is solid across most industries. 40%+ usually means a small, engaged list. Anything under 15% is a deliverability or list-quality issue.

Do I need a fancy template design?+

No. Plain-text-style emails consistently outperform image-heavy designs in opens and replies. Save heavy design for product launches.

When should I clean my list?+

Quarterly. Suppress anyone who hasn't opened in 90+ days after running a re-engagement sequence, cold subscribers hurt deliverability for the rest.

What's the single most important metric?+

Revenue per email (for e-commerce) or replies (for everyone else). Opens and clicks are leading indicators, money and conversations are the actual outcome.

Put these strategies into action

Start free with Constant Contact

Opens Constant Contact's free trial.We're an independent partner and may earn a commission. That's how the tools stay free.

Related tools: Weekly Email Plan · Frequency Calculator
Continue learning: Increase Open Rates · Email Frequency · List Growth