{"id":18255,"date":"2023-10-11T00:14:00","date_gmt":"2023-10-11T00:14:00","guid":{"rendered":"https:\/\/newblog.siteground.com\/en\/?p=18255"},"modified":"2026-05-12T13:02:44","modified_gmt":"2026-05-12T13:02:44","slug":"expert-chat-email-marketing","status":"publish","type":"post","link":"https:\/\/www.siteground.com\/blog\/expert-chat-email-marketing\/","title":{"rendered":"[Expert Chat] Getting Started with Email Marketing"},"content":{"rendered":"\n

Whether you have a small personal or portfolio site, an eCommerce store, or are just starting up a small business website, there is one thing that can effectively boost your online presence at every stage \u2013 email marketing<\/a>.<\/p>\n\n\n\n

To help you get started and grow your email marketing efforts, right on time for the upcoming holiday season, we organized an #SMBGrowthChat<\/strong><\/a> on Twitter Spaces along with Alessandra Farabegoli<\/strong> (@alebegoli<\/strong><\/a>), Digital Agency Owner & Email Marketing Expert, and Emanuel Cinca <\/strong>(@emanuelcinca<\/strong><\/a>), Marketer, Entrepreneur, Creator of Stacked Marketer. If you missed the live event, we’ve got you covered. Here are their expert tips on how to build and grow your email list, choose the right email marketing solution, optimize your email campaigns, and other key elements for your emails\u2019 success.<\/p>\n\n\n\n\n\n\n\n

<\/span>Is email marketing right for you<\/span><\/h2>\n\n\n\n

Contrary to popular belief, email marketing is not only for companies with huge budgets, \u201cEmail marketing is for everybody who wants a long-term relationship with their customers,\u201d Alessandra Farabegoli, Digital Agency Owner & Email Marketing Expert, points out.<\/p>\n\n\n\n

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Email marketing is your direct communication channel with your audience that helps you grow, engage, nurture and eventually convert the people interested in your company \u2013 whether you\u2019re a blogger, an artist, an NGO, a b2b company, or an event organizer.<\/p>\n\n\n\n

\u201cDepending on what resources you have and what strengths you already have within your marketing team, maybe email marketing is not the first thing that you think about doing, but in the long-term, it\u2019s for everyone,\u201d says Emanuel Cinca, Marketer, Entrepreneur, Creator of Stacked Marketer. <\/p>\n\n\n\n

<\/span>How to get started with email marketing<\/span><\/h2>\n\n\n\n\n\n\n\n

Since email marketing is within your scope, you\u2019re probably wondering where to start from. Here are the basics of email marketing to begin with <\/a>and then build upon them:<\/p>\n\n\n\n

How to grow your email list<\/h3>\n\n\n\n

Before sending any email marketing campaigns, you need to start gathering subscribers to reach out to. To effectively grow your email list, the main thing you need to do is know your ideal subscriber. <\/p>\n\n\n\n

\u201cKnow the people who want to join your list, because you have to know where to look for them, how to advertise your list (maybe on social networks), where the people you want to join your list are,\u201d Alessandra Farabegoli advises.<\/p>\n\n\n\n

Once you know your audience well, your next step is trying to understand what will trigger them \u2013 what kind of interesting and relevant content or reward to offer to these people who are thinking of joining your list. Build your promise around that and tell it effectively \u2013 explain what they\u2019ll get, if they join your list.<\/p>\n\n\n\n

It\u2019s then crucial to deliver on your promise \u2013 \u201cmake sure that whatever you promise in any lead magnet or any reason you give people to sign up, the content you deliver, or the information, the products continue to be within that sphere,\u201d Emanuel Cinca points out. For example, if you get people to subscribe to your list through a lead magnet on how to create social media campaigns, but then you deliver content around SEO, that might not be a good idea, adds Emanuel Cinca.<\/p>\n\n\n\n

At the end of the day, it\u2019s not the numbers, it\u2019s the quality of your audience, as Alessandra Farabegoli notes. \u201cYou want to grow your list with people who actually want to stay with you and continue to read and be engaged in the long-term,\u201d she adds.<\/p>\n\n\n\n

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If you’re wondering where to find these high-quality readers of your future email campaigns, Emanuel Cinca advises to look for other email lists for people who are already engaged with different newsletters, because in general, newsletter readers read other newsletters. Alessandra Farabegoli adds that guest posts and guest newsletters are also a great way to make you known by other newsletter readers.<\/p>\n\n\n\n

If you\u2019re a SiteGround client, using our Email Marketing tool<\/a>, you can easily add a subscribers form on your website and start building your email list with our Lead Generation plugin for WordPress<\/a>. It\u2019s a great opportunity to create a lasting relationship with your site visitors, nurture them and turn them into loyal customers.<\/p>\n\n\n\n

To collect email subscribers easily and efficiently, it\u2019s crucial to choose the right email marketing solution.<\/p>\n\n\n\n

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Choose the right email marketing solution<\/h3>\n\n\n\n

Choosing an email marketing solution that best fits your goals will actually depend on your business needs. <\/p>\n\n\n\n

For example, if you\u2019re doing an eCommerce project, you \u201cneed automation features that allow creating automated workflows<\/strong>, such as an abandoned cart<\/strong>, or complex welcome series<\/strong> that can segment people <\/strong>and differentiate messages<\/strong>,\u201d Alessandra Farabegoli says. <\/p>\n\n\n\n

On the other hand, if you\u2019re doing a newsletter, look at newsletter-focused features \u2013 you need to have highly-customizable templates<\/strong> that are easy-to-use, good team member permission <\/strong>to have different roles for different team members (to add and do reports, view and send newsletters), Emanuel Cinca advises. He adds that it\u2019s also important to have an integration with WordPress<\/strong> or any other solution you use. Other crucial features include the view of the email editor<\/strong>, the ability to segment subscribers<\/strong> and send relevant messages<\/strong> to the right people, Alessandra Farabegoli points out.<\/p>\n\n\n\n

At SiteGround, we understand that ease of use is key. That\u2019s why our Email Marketing tool<\/a> is user-friendly and integrated into the SiteGround Client Area, allowing seamless management of your website and email campaigns in the same place. You can choose from our highly-converting layouts, customize them to suit your brand and send your campaign in a matter of minutes.<\/p>\n\n\n\n

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<\/span>Top strategies for sending email marketing campaigns<\/span><\/h2>\n\n\n\n

Now that you\u2019ve built your email list with subscribers, you have to start communicating with them directly via email. Here are our experts\u2019 top tips for sending successful email marketing campaigns:<\/p>\n\n\n\n

Types of email campaigns you need to send<\/h3>\n\n\n\n

Our experts are of the opinion that the most important campaign is the welcome email or the welcome series emails<\/a><\/strong>, because when a subscriber enters your list, it\u2019s the peak of interest moment. Alessandra Farabegoli advises you to build upon this interest still with the first emails that will make people think it was worth subscribing to your newsletter, as you\u2019re sending them interesting content.\u00a0<\/p>\n\n\n\n

According to Emanuel Cinca, another important type of email you should have is the re-engagement email <\/strong>to clean up your list. If someone disengages after a long period of time (period is based on the emails they\u2019ve received, not on time), send them a re-engagement email. If they still don\u2019t engage with you, he advises you to consider segmenting or unsubscribing them, so that they do not receive as many emails as everyone else. Otherwise, this might hurt your email reputation.<\/p>\n\n\n\n

Alessandra Farabegoli points out that if you\u2019re selling online, there are then some more types of emails<\/a> you need to send, such as post-purchase emails, abandoned carts, winback flows, etc. which you can set up in order to nurture your customers, have them use your products better, and maybe cross-sell and upsell.<\/p>\n\n\n\n

An important thing to keep in mind, though, is that you must have a plan, Alessandra adds. This goes to say that you need to create an email calendar with the topics you want to build on and their schedule. \u201cFind a regular schedule to send emails, because consistency is key. Your newsletter must be an appointment. People should know \u2013 today, this newsletter is coming and I want to read it,\u201d Alessandra notes.<\/p>\n\n\n\n\n\n\n\n

How often should you reach out to your subscribers<\/h3>\n\n\n\n

Indeed, it\u2019s important to have an \u201cappointment\u201d with your readers and send them emails regularly. Yet, how often should you reach out to them so that they don\u2019t consider you spammy? <\/p>\n\n\n\n

Our experts agree that there\u2019s no one size fits all. The timing will depend on your subscribers\u2019 list, their reading habits, their expectations, what content you send and the purpose of your email. However, there are some general factors to consider when sending emails:<\/p>\n\n\n\n

What defines the right moment to press \u201csend\u201d?<\/strong><\/p>\n\n\n\n

Nowadays, everybody checks their email every day \u2013 from when they get up until night, but what\u2019s the right moment, when they\u2019re ready to read your message, when they will be interested to read about the topic, or consider buying your product, Alessandra Farabegoli asks. The simple answer is that it depends on your message.<\/p>\n\n\n\n

For example, if you\u2019re sending a news email, you can send it in the morning, when most people are reading the news. If you\u2019re sending a sales email and you want the reader to make a right-away purchase decision, mornings are not the best time to do so. For instance, sending an email about planning a trip would perform best outside working hours.<\/p>\n\n\n\n

In Emanuel Cinca\u2019s experience with a Monday to Friday newsletter that includes marketing news and the latest case studies, Monday to Thursday still gets the same engagement, because they\u2019re providing readers with information related to the subscribers\u2019 jobs, they are reading it as part of their work routine.<\/p>\n\n\n\n

As Alessandra Farabegoli points out, you need to avoid busy times of the week, e.g. Monday mornings are generally not the best moment to send b2b campaigns, but there\u2019s an exception to this rule \u2013 for example, welcome emails or post-purchase emails should be sent immediately.<\/p>\n\n\n\n

Segment and personalize your email campaigns<\/h3>\n\n\n\n

Once you\u2019ve identified when to hit the \u201csend\u201d button, you might also want to segment and personalize your email campaigns before sending them out, for better performance and results. Our experts give valuable advice on both the eCommerce and non-eCommerce side of things:<\/p>\n\n\n\n