Home › Guides › What Is Email Marketing?
Last updated: October 29, 2026
TechCurato is reader-supported. Some links are affiliate links: we may earn a commission at no extra cost to you. Learn more.
What Is Email Marketing? (2027) Types, Examples and How to Start
Email marketing is sending emails to people who have agreed to hear from you, in order to build relationships, share useful information and drive sales. It covers newsletters, promotions, automated welcome and follow-up emails, and messages triggered by actions such as an abandoned cart. Because you own your email list, it doesn't depend on social media algorithms, and it's cheap to run: free plans from Kit, MailerLite and Brevo let you start without paying.
- Requires permission: only email people who opted in.
- Main types: newsletters, promotional campaigns, automated emails, transactional emails.
- Core metrics: click rate, conversion rate, unsubscribe rate, list growth.
- Laws: CAN-SPAM in the US, GDPR in Europe, CASL in Canada.
- Free tools: Kit (up to 10,000 subscribers), MailerLite (250), Brevo (300 emails a day).
How email marketing works
- You collect email addresses with permission, through sign-up forms, checkout opt-ins or events.
- You store them in an email marketing platform.
- You send campaigns (one-off emails) and set up automations (emails triggered by actions or time).
- You measure results and improve your emails over time.
The email platform handles design templates, sending, unsubscribes, compliance features and reports.
Types of marketing emails
| Type | What it is | Example |
|---|---|---|
| Newsletter | Regular email with news, tips or content | Weekly roundup |
| Promotional campaign | An offer or announcement | Seasonal sale, product launch |
| Welcome email | First email after sign-up | Thank-you and promised guide |
| Nurture sequence | Series that builds trust over time | Five tips after a download |
| Abandoned cart | Reminder after an unfinished checkout | "Your cart is saved" |
| Post-purchase | Follow-up after an order | How to use, review request |
| Re-engagement | Email to inactive subscribers | "Do you still want our emails?" |
| Transactional | Order confirmations, receipts, password resets | Usually sent by your store or app |
Why businesses use email marketing
- You own the list; no algorithm decides who sees your message.
- It's inexpensive compared with ads.
- Automations work around the clock.
- You can segment and personalize messages.
- Results are easy to measure.
It works best alongside other channels: content and search bring people in, email keeps them coming back.
How to start email marketing
- Choose a tool with a free plan.
- Add a sign-up form to your website. See how to build an email list.
- Create a reason to subscribe, such as a guide, discount or useful newsletter.
- Set up a welcome email. See welcome email examples.
- Send regularly, at a rhythm you can maintain.
- Track clicks and conversions, and improve one thing at a time.
Email marketing tools for beginners
| Tool | Free plan | Entry paid price | Best for |
|---|---|---|---|
| Kit | Up to 10,000 subscribers, no automations | Creator $33/month at 1,000 subscribers (annual) | Creators and newsletters |
| MailerLite | 250 subscribers, 2,500 emails/month | Comfort from $12/month | Small businesses |
| Brevo | 300 emails/day | Starter from about $9/month | Large lists, priced by emails sent |
| Mailchimp | 250 contacts, 500 emails/month | Essentials $13/month (12-month intro offer) | Familiar all-rounder |
| Omnisend | 250 contacts, 500 emails/month | Standard from $16/month (500 contacts) | Online stores |
| Klaviyo | 250 active profiles, 500 sends/month | Email plan about $30/month at 1,000 profiles | Growing stores |
MailerLite is the best all-round start for small businesses, Kit for creators, and Omnisend or Klaviyo for online stores. See best email marketing software for small business and best free email marketing software.
Start MailerLite free → 250 subscribers and 3 automations free · Affiliate link
Email marketing laws in brief
- Get permission and keep a record of how each person subscribed.
- Include a clear unsubscribe link in every marketing email and honor requests quickly.
- Add your physical business address.
- Use honest subject lines and sender names.
- Never buy email lists.
In the US, the CAN-SPAM Act sets the main rules; GDPR in Europe and CASL in Canada are stricter about consent. This is general information, not legal advice.
Metrics to track
| Metric | What it tells you |
|---|---|
| Open rate | Rough interest in the subject line (less reliable since privacy changes) |
| Click rate | How many readers found something worth clicking |
| Conversion rate | How many took the action you wanted |
| Unsubscribe rate | Whether the content still fits the audience |
| Bounce rate | List quality and deliverability |
| List growth | Whether your sign-up efforts work |
See email marketing metrics for formulas and how to improve each one.
Deliverability basics
To reach the inbox, authenticate your domain with SPF, DKIM and DMARC, send to people who want your emails, remove bounces and inactive subscribers, and avoid misleading subject lines. See our email deliverability guide.
Email marketing best practices
- Write for one reader, in a natural voice.
- One main call to action per email.
- Segment by interest or behavior when you can.
- Keep a steady sending rhythm.
- Test subject lines and timing.
- Clean your list regularly.
More in email marketing best practices.
Common mistakes
- Buying lists or adding people without consent.
- Only sending promotions.
- Long gaps followed by bursts of emails.
- Ignoring mobile readers.
- Never removing inactive subscribers.
Terms explained
- Opt-in: permission to receive emails.
- Campaign: a one-off email sent to a list or segment.
- Automation: emails triggered by actions or dates.
- Segment: a group of subscribers with shared traits.
- Deliverability: the ability to land in the inbox rather than spam.
Email marketing vs social media
| Social media | ||
|---|---|---|
| Ownership | You own the list | The platform controls reach |
| Reach | Goes to the inbox of people who opted in | Depends on the algorithm |
| Cost | Low, predictable | Free organic, paid ads for reach |
| Best for | Relationships, sales, retention | Discovery, community, awareness |
Most businesses use both: social media to be discovered and email to stay in touch with people who want to hear from you.
A first month plan
Week 1: choose a tool and create a sign-up form. Week 2: set up a welcome email. Week 3: write and send your first newsletter. Week 4: review clicks and replies, then plan the next issue.
Email marketing for different businesses
Online stores rely on automated flows such as welcome, abandoned cart and post-purchase emails. Service businesses use newsletters and nurture sequences to stay top of mind until clients need them. Creators use email to build a direct audience they can reach without social algorithms. Local businesses send event announcements, seasonal offers and reminders. The tools are the same; the mix of emails depends on how your customers buy.
Our verdict
Email marketing is one of the most reliable ways for a small business to stay in touch with customers and drive repeat sales. Start with a free plan, collect subscribers with permission, send a welcome email and a regular newsletter, and measure clicks rather than opens. MailerLite, Kit and Brevo let you begin today without paying.
How we compiled this guide
This guide reflects common email marketing practice and public guidance on CAN-SPAM, GDPR and CASL. Tool limits and prices come from official pricing pages checked October 30, 2026.
FAQ
What is email marketing in simple words?
Sending emails to people who agreed to receive them, to share information and promote your business.
Is email marketing still effective?
Yes. It remains a direct, low-cost channel that you control.
How much does email marketing cost?
You can start free; paid plans for small lists start around $9 to $16 a month.
What is the best email marketing tool for beginners?
MailerLite for small businesses, Kit for creators.
How often should I send marketing emails?
Weekly or every two weeks is common; choose a rhythm you can keep.
Do I need a website for email marketing?
It helps, but tools like Kit and MailerLite offer landing pages to collect sign-ups without one.
What is the difference between marketing and transactional emails?
Marketing emails promote or inform; transactional emails confirm actions like orders or password changes.
Is email marketing legal?
Yes, when you follow the rules: consent where required, honest headers and subject lines, an unsubscribe link and your address.
How do I write my first newsletter?
Pick one useful idea, explain it in a few short paragraphs, add one link or offer, and end with an invitation to reply.
Is email marketing still worth it in 2027?
Yes. You own the list, costs are low and automations keep working while you run the business. It works best alongside search and social, which bring new people in.
How do I set up email marketing?
Choose a platform, authenticate your sending domain, create a sign-up form, write a welcome email and plan a regular newsletter. Most tools guide you through these steps in under an hour.
Sources
Official pricing pages of Kit, MailerLite, Brevo, Mailchimp, Omnisend and Klaviyo, checked October 30, 2026; FTC guidance on the CAN-SPAM Act.