Guest Post

Essential Email Marketing Tips for Startups

A lot of people rely on email for relevant correspondences at work and even their personal lives, so getting into anyone’s inbox and staying there means you’re likely going to be opened and read. And if we’re talking about email marketing, being read is already halfway to victory, right? Thing is if you’re still starting your email marketing campaign, how exactly are you going to make it work? Turns out, making your email marketing campaign can be very simple. All you need is good planning, great research, and your eyes on the prize. John Salazar, content writer at shares his tips to follow to jumpstart a successful email marketing campaign.

Essential Email Marketing Tips for Startups

John Salazar

John Salazar,

Content writer at

Assess your keywords and conduct other research before starting your campaign

Aside from forming emails, email marketing has a lot to do with establishing your branding’s current goals from an SEO perspective. This means email marketing campaigns help you associate certain keywords and topics with the services and products you are offering to your clients. Assessing your keywords and other relevant concepts this early on allows you to properly assign and designate topics of interest you might want to write emails about and send to your readers. 

Avail software and programs that allow you to analyze keywords and topics across different websites and pages. This will allow you to have a better assessment of what words, topics, and phrases actually fit and appeal to audiences of your particular industry – from something as general as car games, or as specific as a particular product like a Vespa scooter. This also allows you to pick certain topics and keywords to focus on when writing emails to your clients. It might be worth subscribing to pay the keyword analytics tools to get further data on these subjects. 

Example of a Vespa Scooter


Aside from identifying trends, try to determine what kinds of topics, concepts, subjects, and keywords you want your brand to focus on so you can direct your emails to do so. This, in conjunction with your previous data on industry trends, can allow you to transform your emails into pieces that help supplement your reader’s knowledge of a particular area in your industry.

Keywords research for a topic


In the screenshot above, the keyword search for “Vespa bikes” has brought quite a few hits in terms of factors like keyword difficulty, its global reach, and related keywords. Try using these elements to your advantage, and especially when you set your goals.

You can use different services to make your keywords research, for example:

We also recommend you to use Ringostat end-to-end analytics reports in case if you use these keywords for ad campaigns as well. Thus, you will be able to discover which advertising campaign performed better — up to the keyword that you have used. You can also find out more information in this article.


Never forget to set your goals and objectives for your email marketing campaign

A lot of people start email marketing for a variety of reasons, most of which may be related to marketing their brand, or for improving an aspect of their operations, and even sales. It helps to be familiar with your goals even before you create your email marketing campaign, as this will help you know exactly what you need from your email marketing strategy, and identify what tools and marketing apps you need to purchase or avail in order for you to fulfill these goals. This is important, as you can encourage readers to do a lot of things with the emails you send them: you can inform, direct, or even encourage them to do certain things with your brand. 

Set realistic and measurable goals when you create your email marketing campaign. Realistic goals make sure you find the appropriate methods of achieving them, and that they’re actually attainable – such as monthly or quarterly goals. And at the same time, having measurable goals lets you make sure you use the right equipment and the right metrics to measure your campaign’s success, such as a number of clicks and conversions. Making sure your goals meet these two intricate criteria ensures you only measure what’s important, and take measures to achieve them in an achievable manner. 

You can also read the article “How to Get the Most Out of Email Marketing” and discover Ringostat marketing team’s tips that we use for email marketing.

It’s important to set goals for your email campaigns as early as now in order to identify the elements necessary for you to focus on, and the things you need to do to achieve them. This will help you find better and more efficient ways to work around your particular budget, analyze and adjust keywords, as well as find the right tools and applications to use for your needs. Essentially, your email marketing goals will decide the specifics and the technicalities you need to consider making your campaign a success.

In the screenshot below, that I took from ahrefs tool, users are free to set particular goals they want to achieve, which the project management tool keeps track of depending on their progress. Since the programs track your progress, it’s important to make sure it tracks the right metrics. 

Example of the campaign performance report


Establish your overall tone and voice throughout your campaigns

Another tip you might want to follow when building an email marketing campaign is to set a tone of voice you will follow throughout the rest of your emails. Having this tone and voice is important, as they set a golden standard of sorts as to how you should communicate with your readers in such a way that reflects your branding regardless of your intent.

You can base your tone and voice in your emails with your branding’s overall personality and mood. Knowing this helps build consistency, and therefore help your email marketing campaign have a more concise identity. 

While you finalize the content and general scope of your email marketing campaigns, make sure you establish a proper tone and voice that your emails will follow throughout the rest of your campaign period. This ensures that regardless of the content of your emails, they will all have generally the same voice and intent across all of your campaigns. This helps ensure that your campaigns, regardless of the scope and the goals,  retain the overall image of the brand.

Establish your overall tone and voice throughout your campaigns


Your tone describes the overall mood and feeling readers should have while reading your content. Should they feel happy, or inspired, or motivated? Meanwhile, it’s your voice that describes the methodology and techniques you will use that will reflect your brand’s tone.  Are your emails supposed to be enthusiastic or formal? What wording should they use? Understanding these elements will help you not only create a well-founded and meaningful email campaign, but also one that actually follows-through with your branding. 

In the above example, the Apple email takes on a very customer-centric tone with a casual and friendly voice. This makes the brand something readers can relate to.


Create a format that you can easily adjust and modify to your needs

After building the basic information above, you may want to build a series of prototypes and templates for the emails you want to send your clients. This allows you to have a better assessment of the overall gist of the emails you might be sending clients in that current campaign. Likewise, this also helps you determine in advance whether your current idea for emails to be sent to clients are actually appealing or not. Make sure your templates allow you to customize and personalize messages in order to fit your audience’s needs much more efficiently. 

Email structure example


Creating an email format even before making your campaigns allows you to streamline the process of making productive emails. These initial or starting email templates can serve as a handy reference for your intended emails in this particular campaign. They can serve as great references for adjustments and other technical improvements you might be adding to your actual templates once you’ve done your research. 

Try to make your email formats as customized and personalized as possible. Please give your readers a sense of exclusivity and importance as they know your emails are tailored for them. Thinking from this perspective will allow you to create templates that not only capture the interest of your readers, these might also help you to build stronger relationships with them, making personalized templates simply means taking the time to analyze how your initial templates should change depending on the attitude, personality, and demographic of the reader in question.



Marketing is one of the most integral elements of any brand’s growth, as it’s marketing that essentially helps brands identify their voice and direction throughout their lifespan. Marketing helps brands appeal to their audiences in the best way possible, which is why a lot of marketers and businesses invest in methods like email marketing to achieve their goals. 

With the above tips in mind, we hope you can get your email marketing plans up and running according to your set goals and objectives. Remember, email is far from dead — and if you get your brand to be a part of a prospective lead’s email list, you’re likely on your way to secure loyal clients and even customers.

Essential Email Marketing Tips for Startups

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