Email marketing programme isn’t just about sending out mass emails and hoping someone bites. It’s a powerful tool to build relationships, drive traffic, and convert leads—if you do it right. But to run a successful email marketing program, you need a few essential elements in place before you hit “send.” So if you’re wondering, “Which of the following will I need to start an email marketing programme?”—you’re in the right place. Let’s break it down step-by-step and make sure you’re fully equipped.
1. A Clear Email Marketing Goal
Before diving into tools, templates, or strategies, ask yourself:
What do I want to achieve?
- Are you looking to:
- Grow your subscriber base?
- Nurture leads through a sales funnel?
- Promote a product or service?
- Keep your audience updated with newsletters?
Knowing your “why” will shape your entire strategy—from the content you create to how you measure success.
2. A Target Audience or Email List
This might sound obvious, but you can’t run an email marketing program without people to send emails to. Your email list is the backbone of your campaign.
Here’s how to start building one:
- Add sign-up forms on your blog or website.
- Offer a freebie (like an eBook, checklist, or discount) in exchange for an email
- Run social media campaigns to drive signups
- Collect emails at offline events or, if you have a physical spot in-store.
Important: Never buy email lists. Not only is it unethical, but it can also damage your sender reputation and lead to legal issues (hello, GDPR!).
3. An Email Marketing Platform (ESP)
You’ll need an Email Service Provider (ESP) to send emails, manage your subscribers, and automate your campaigns.
Popular options include:
- Mailchimp
- ConvertKit
- Constant Contact
- Sendinblue
- ActiveCampaign
These platforms let you:
- Create and send branded emails
- Manage subscriber lists and segments
- Automate follow-up emails
- Track open rates, click-throughs, and more
Some even offer landing page builders, A/B testing, and CRM tools.
4. A Branded, Professional Email Address
Don’t use your personal Gmail or Yahoo account to send marketing emails. A branded email address (e.g., info@yourdomain.com) looks more professional and helps avoid spam filters.
Most ESPs require domain authentication (SPF, DKIM settings), which is much easier with a custom email.
Need help setting one up? You can get one through:
- Google Workspace (Gmail for business)
- Zoho Mail
- Microsoft 365
5. Opt-in Forms & Landing Pages
You need opt-in forms that attract viewers to subscribe if you wish to growing your list. These can involve:
- Embedded forms on your site
- Pop-ups or slide-ins
- Standalone landing pages
Keep it simple:
- One clear call to action
- Ask for only essential info (usually name + email)
- Mention what the subscriber will get (and how often)
Tip: If you offer a lead magnet, your conversion rate will skyrocket. People love free value.
6. A Welcome Email or Sequence
First impressions matter. Once someone subscribes, greet them with a welcome email (or even better, a short sequence).
Here’s what to include:
- A friendly hello and thank you
- Deliver your promised freebie (if any)
- Introduce your brand and what to expect
- Add value: tips, blog links, or product recommendations
A well-written welcome email sets the tone and increases engagement from the start.
7. A Content Plan (and a Calendar!)
You don’t want to be scrambling every week thinking, “What should I email them today?”
Create a content calendar that outlines:
- Email topics
- Send dates
- Campaign goals
- Special events or launches
Types of emails you can send:
- Newsletters
- Promotional emails
- Product updates
- Educational content
- Event invites
- Customer stories/testimonials
Pro tip: Batch-create your content in advance. Your future self will thank you!
8. Compelling Email Copy and Design
Your email needs to do two things: get opened and get clicked.
To get opened:
- Write irresistible subject lines
- Use personalization (like the subscriber’s first name)
- Avoid spammy words (like “Free!!!” or “Buy now!”)
To get clicked:
- Use short, scannable text
- Include one clear CTA (Call To Action)
- Use buttons, not just links
- Add visuals sparingly (don’t overload with images)
Most ESPs come with easy drag-and-drop builders, but keep your design mobile-friendly, since most people check emails on their phones.
9. Automation Workflows
Automation saves time and increases efficiency. Set up automated sequences for:
- New subscribers
- Abandoned carts
- Re-engagement (for inactive users)
- Post-purchase thank-you or upsells
For example:
Subscriber joins → Gets welcome email → 2 days later gets intro to your products → 5 days later gets a testimonial → 7 days later receives an offer
This kind of workflow builds trust and drives conversions without needing you to hit “send” every time.
10. Analytics and A/B Testing Tools
You won’t improve what you don’t measure. Keep track of:
- Open rates
- Click-through rates
- Bounce rates
- Unsubscribes
- Conversion rates
Many ESPs also offer A/B testing tools. Test:
- Subject lines
- Send times
- Email design
- CTA button text
Keep testing, keep tweaking. Little changes may have a great result.
11. Compliance and Privacy Tools
Don’t forget the legal side of things.
Make sure to:
- Include a simple unsubscribe link in each communication.
- Only send emails to those who have consented.
- Follow regulations like GDPR, CAN-SPAM, or CASL
Include links to your privacy policy and be transparent about how you’ll use subscriber data.
Some ESPs also offer built-in tools for managing compliance, including double opt-in features and consent tracking.
Final Thoughts
So, which of the following will you need to start an email marketing programme?
- Clear goals
- A quality subscriber list
- A professional ESP
- A branded email address
- Opt-in forms & lead magnets
- A welcome sequence
- Content calendar
- Great copy and design
- Automation
- Analytics
- Legal compliance
If you check all these boxes, you’re more than ready to launch a solid email marketing programme. At first, it can seem like a lot, but believe me when I say that once everything is in place, the system will work for you rather than the other way around.
Be consistent, do goods one step at a time, and always add value. That is the true key to successful email marketing.