Email marketing: what is it, how does it work and how do you get success from it?

Melanie Vergeer

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Email marketing will still be one orthe most effective ways to generate leads, engage customers and build long-term relationships in 2026. Despite the emergence ornew channels and platforms, email remains an integral part orthe marketing mix because you're communicating directly with people who have self-identified that they want to contact you.

In this article we explain step by step what email marketing is, how it works and how you can start using it yourself. You will get both the basics explained as well as practical tips to deploy e-mail marketing structurally and smartly within your organization.

Table orcontents

What is Email marketing?
How does Email marketing work?
The main benefits oremail marketing
Trends and Developments in Email Marketing 2026
How do you get started?
Tips for Effective Email Campaigns
Types orEmail Marketing
Get more return from email automation
Email marketing software from Ternair

Wat is email marketing?

Email marketing is sending commercial and informational emails to a list orrecipients who have given explicit permission to do so. This list is also called an opt-in mailing list. Opt in means that someone signs up with permission, such as through a registration form, when making a purchase or downloading content.

Because you only communicate with people who choose to do so, email marketing is seen as a direct marketing channel with a high degree of relevance. That very relevance creates engagement with the recipient and explains why email marketing often has a high return on investment (ROI) compared to other channels. With email marketing, the goal is not only to sell, but the channel can also help build relationships, create trust and engage recipients step-by-step guide them in their customer journey.

Email marketing at Ternair

Hoe werkt email marketing?

Email marketing works on a simple principle. You collect permission, you communicate at the right time, and you use data to continuously improve your approach. Although the technology behind email marketing can be extensive and complex, how it works is easy to understand.

The process begins with collecting consent. This can be through a website registration, purchase or newsletter subscription. Emails are then sent, either manually or automatically, depending on the situation. The behavior of recipients is measured, such as opens and clicks. Based on this data, one can optimize the content, timing or follow-up of the emails.

Example oremail marketing

Suppose someone registers for a course or places an order. Immediately after this action, the recipient automatically receives a confirmation or welcome email. After a few days, a follow-up email follows, containing additional explanations, tips or onboarding information. When someone clicks on certain links, this can lead to additional emails that elaborate on that topic. All performance is measured and used to improve this so-called "e mail flow."

The main benefits of email marketing

High return on investment (ROI)
On average, email marketing yields better results than other channels because you’re communicating with a target audience that has already shown interest. Personalization significantly amplifies that effect: organizations that tailor their campaigns to behavior and interests sometimes see conversions triple and click-through rates increase from 14% to 54%.
Direct communication throughout the customer journey
You reach customers at every stage, from the initial introduction to repeat purchases. Well-timed and relevant emails ensure that communication happens when it matters most. Open rates or 35–40% are realistic when the content addresses what recipients are actually concerned about.
More traffic to your website
With targeted content and clear call-to-actions, you redirect recipients to pages that match their interests, which ensures a increase in qualitative traffic.
Complete control over content, timing and dates
You decide when and how you communicate, regardless of algorithms or platform rules. Even when sending large-scale communications involving multiple languages, time zones, and recipient segments, 90% time savings on campaign production achievable with the right setup.
Independent advertising platforms
By investing in email marketing, you build your own channel and reduce your dependence on the rising costs orGoogle Ads and social media ads. The list you build over time is yours, and its value grows as you make better use from it.

Trends and developments in email marketing (2026)

Email marketing continues to evolve rapidly. Whereas it used to be primarily about sending out campaigns, the focus is now increasingly on relevance, timing, and data-driven communication.

Key developments:

Smarter Personalization and Segmentation
Content is automatically tailored to behavior, interests, and the stage orthe customer journey. Instead ora one-size-fits-all message, each target audience receives an email that better aligns with their situation, leading to higher engagement and conversion rates.
AI for Prediction and Optimization
AI is increasingly being used to identify patterns in customer behavior. Examples include automatically determining the best time to ship or identifying customers who are at risk orchurning, so you can take timely action with targeted campaigns.
Omnichannel Customer Experience
Email no longer stands alone but works in conjunction with other channels, such as websites, advertisements, and social media. Behavior in one channel is used to guide communication in another channel, creating a consistent and logical customer journey.
Accessibility and Mobile-First Design
More and more emails are being opened on mobile devices. That’s why designs are tailored to smaller screens, with short text, clear calls to action, and a structure that’s easy for any user to scan quickly.
Focus on First-Party Data and Privacy
Due to stricter regulations and the phase-out orthird-party cookies, it is becoming increasingly important to collect data independently. Transparency and consent are key, prompting organizations to invest in sustainable relationships and reliable data sources.

How do you get started?

A good start with email marketing starts with clear choices. By working step by step, you lay a solid foundation.

1. Define your objective

Start by identifying what you want to achieve. Do you want to generate more sales, gather leads or increase customer loyalty? Link these goals to measurable results so you can later assess what email marketing is doing for your business. By defining your goal clearly in advance, you can create more targeted campaigns and better focus on results.

Link your goal to the right KPIs

More website traffic → click-through rate (CTR), number of sessions via email
Higher conversion rate → conversion rate, revenue per campaign
More leads → number of registrations, number of forms submitted
Stronger customer relationships → open rate, repeat purchases, engagement
Greater visibility → reach, open rate, brand engagement
Higher customer satisfaction → feedback, NPS, fewer cancellations
More interaction with other channels → Click through to social media, cross-channel engagement

2. Define your target audience

Determine who your emails are intended for. Differentiate between prospects and existing customers and tailor your communications to their stage in the customer journey. The better your target audience is defined, the more relevant your emails will become.

3. Build a mailing list

A quality mailing list is more important than a large list. Start by cleaning up existing addresses and make sure new signups are always via opt-in. Addresses can be collected through forms, downloads, events or purchases. Quality and consent ensure better results.

4. Design email templates

Provide email templates that are visually recognizable and match your corporate identity. Keep in mind personalisatie and dynamic content, so that emails can adapt to the recipient. A mobile-friendly layout is essential for this.

5. Choose email marketing software

Email marketing software assists in designing, automatically sending and measuring campaigns. There are several solutions available, each with its own capabilities. Choose a solution that fits your goals and the scale of your organization.

6. Ensure a solid technical foundation

Before sending your first email, set up SPF, DKIM, and DMARC for your domain. These DNS records tell receiving mail servers that you are authorized to send emails on behalf of your domain and reduce the likelihood that messages will end up in the spam folder. To build trust with email providers, it’s best to start with smaller contact lists and then gradually increase the volume.

Transparency and trust are essential. Always ask explicit permission, provide a clear unsubscribe option in every email and communicate clearly about data use.

8. Measure success with A/B testing

By too A/B testing with subject lines, timing and content discover what works best. Use these insights to continuously improve your email marketing based on data.

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Tips for effective email campaigns

An effective email marketing campaign starts with relevance and clarity.

Segment your mailing list

By dividing your mailing list based on behavior, interest or stage in the customer journey, each recipient receives communications that are more appropriate. This increases engagement and the likelihood oraction.

Personalize your e mail

For example, use the recipient's name or tailor the content to previous interactions. The more personal the e-mail feels, the more likely it is to be read.

Write a catchy subject line

The subject line determines whether an e-mail will be opened. Keep it short, clear and promising. Test different variations to discover what works.

Use interesting content and matching images

Make sure each email offers value. Storytelling and clear images help get the message across, but avoid unnecessary distractions.

Place clear call to actions

Focus each email on one goal. Use activating text such as "View our offer" or "Download guide" and make sure buttons are highly visible and mobile-friendly.

Optimize for mobile

Many emails are read on smartphones. Use short text, scannable structure and large buttons so that the email remains pleasant to read. Also pay attention to the choice orimages and banners.

Test your template on different devices and browsers

Emails are opened on a variety ordevices and in different email programs. By testing your template on smartphones, desktops and common browsers, you avoid display problems and ensure that your emails remain legible and functional everywhere.

Soorten email marketing

Within email marketing, different forms can be distinguished, each with its own purpose and application within the customer journey.

Newsletters
Newsletters are used for periodic communication with your target audience. For example, they contain updates, inspiration, knowledge or offers and are intended to maintain contact and increase engagement.
Transactional emails
Transactional emails confirm a specific action by the recipient, such as a purchase, subscription or password recovery email. These emails are almost always opened and play an important role in trust and user experience.
Promotional campaigns
Promotional email campaigns focus on a specific action, such as a product launch, temporary offer or event. They often have a clear commercial purpose and include a strong call to action.
Email marketing automation
Automation flows provide automatic follow-up based on behavior, timing or events. Think welcome emails, reactivation or follow-up content after a click. This keeps communications relevant without manual actions.

Get More Out orEmail Marketing Automation

Email marketing automation increases the value orthe channel by automatically tailoring communications to user behavior and timing. Instead orstandalone campaigns, you work with flows that respond to user actions.

Examples orEmail Automation in Practice

Application	What's going on?	What does it provide?
Welcome and Onboarding	New registrants automatically receive a series oremails after signing up	A strong first impression and greater engagement right from the start
Abandoned Shopping Cart	Visitors automatically receive a reminder if they do not complete a purchase	Recovery orLost Revenue and Higher Conversion Rates
Reactivation Campaigns	Inactive contacts receive targeted emails to re-engage them	Reactivating existing contacts without incurring new acquisition costs
Trigger-based campaigns	Emails are sent based on behavior, such as clicks or purchases	Relevant communication at the right time
Recurring campaigns	Automatic emails for occasions such as birthdays or renewals	Structural engagement without manual work
Content with AI	AI helps generate and optimize email content	Faster creation and better alignment with target audiences

Email marketing software from Ternair

Ternair offers professional email marketing software that goes beyond sending campaigns. The email marketing platform brings data, personalization and automation together in one environment, allowing organizations to create targeted and relevant communications based on up-to-date customer information. Thanks to its flexible data model, the platform connects seamlessly with existing systems and processes.

At Ternair you work with an email marketing platform that is supported by the people who developed it. Our specialists think along with you about set-up, links and the effective deployment oremail marketing within your organization. As a Dutch software organization we understand the practice and offer personal guidance that suits your situation.

FAQ

Frequently asked questions about Marketing Automation

How can I use email marketing?

You deploy email marketing by communicating with customers and prospects in a targeted way through newsletters, campaigns and automatic follow-ups. Think welcome emails after registration, updates or offers based on interest and reactivation orinactive contacts. By using behavior and data, each e mail matches the phase orthe customer journey.

What does email marketing cost?

The cost ore mail marketing depends on factors such as the number orcontacts, the volume oremails and the functionalities you use. In addition to software costs, time investment also plays a role. With a professional email marketing platform, you get more return from your campaigns, making e mail marketing often more cost-effective than many other channels.

Which companies use email marketing?

Email marketing is used by both B2B and B2C organizations, from small businesses to large enterprises. The channel is suitable for e commerce, service, retail and business organizations that want to inform, activate and retain customers with targeted communications.

Is email marketing right for my organization?

Email marketing is suitable for virtually any organization that works with customer data and values repeat contact. Whether you want to follow up on leads, inform customers or strengthen relationships, e mail marketing is flexible to deploy and scalable with your growth.

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Email marketing: what is it and how does our solution work

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Email marketing: what is it, how does it work and how do you get success from it?

Wat is email marketing?

Email marketing at Ternair