Email marketing entails sending customised emails to a list of subscribers with the purpose of developing relationships, increasing sales, and raising brand awareness. Here's how it is usually done:


1. **Grow Your Email List:** Begin by compiling an email list of subscribers who have consented to receive communications from you. Email addresses can be collected via website sign-up forms, lead magnets (such as ebooks or webinars), social media, events, and other methods.


2. **Choose an Email Marketing Platform:** Choose an email marketing platform that meets your requirements and budget. Mailchimp, Constant Contact, ConvertKit, and HubSpot are among the most popular solutions. These systems provide tools for developing, sending, and tracking email campaigns.


3. Segment your audience: Divide your email list into segments based on demographics, interests, past purchases, or other criteria. This helps you to provide more customised and relevant content to each set of subscribers, resulting in higher engagement and conversion rates.


4. **Create Compelling Content:** Create engaging email content that adds value to your subscribers. This could include promotional offers, product updates, educational content, newsletters, blog entries, curated content, and so on.


5. **Designing Your Emails:** Use your email marketing platform's built-in templates or drag-and-drop editors to create visually appealing emails. Make sure your emails are mobile-friendly and include clear calls-to-action (CTAs) to boost click-throughs.


6. **Personalise Your Emails:** To increase relevance and engagement, personalise your emails with the recipient's name, previous purchase history, or other relevant information. Many email marketing services provide dynamic content and merge tags to make personalisation easier.


7. **Schedule and Send Emails:** Determine the best time and frequency for sending your emails, taking into account aspects such as your audience's time zone and preferences. Use automation features to schedule emails in advance and create triggered email sequences based on subscriber behaviours.


8. **Monitor and analyse performance:** Open rates, click-through rates, conversion rates, and unsubscribe rates are all metrics you may use to track the success of your email marketing. Use this information to assess the efficacy of your efforts and make adjustments over time.


9. **Optimise Deliverability:** Follow email deliverability best practices to ensure that your emails arrive in the inboxes of your subscribers. This includes keeping a clean email list, employing double opt-in confirmation, avoiding spammy content and subject lines, and complying with anti-spam legislation such as GDPR and CAN-SPAM.


10. **Iterate and Improve:** To optimise performance, continuously test different aspects of your email campaigns, such as subject lines, CTAs, send times, and content formats. A/B testing and experimentation can help you determine what resonates most with your target audience.


By following these steps and prioritising value for your subscribers, you can use email marketing services to nurture leads, retain customers, and drive business growth.