Starting Email Marketing? Here’s How Mavlers Makes It Easy (and Effective)

As a new brand/business owner trying their luck with email marketing, the process can seem daunting at first. It may feel like opening a toolbox without knowing what half the tools do. 

Subject lines? Segmentation? Automations? Where do you even begin?

The good news is that you don’t have to do it alone!

With over 13 years of experience in the field of email marketing, we at Mavlers have helped countless businesses, from solo founders to fast-growing startups, transform their approach from “We’re not sure how email marketing works” to “We’re crushing it with conversions.”

Wondering how? With a step-by-step process that simplifies the technical aspects and demystifies the strategy, putting power into your hands.

Here’s exactly how we help someone just starting with email marketing.

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Step 1: Understanding your business & setting clear goals

At Mavlers, we as a team don’t believe in cookie-cutter strategies. Before we even think about email campaigns, we dive deeper into your business.

Here’s a glimpse of what you can expect:

1. We hop on a 1:1 onboarding call to understand your brand, audience personas, and how you make your magic.

2. We then decode your brand tone, whether it’s playful, polished, or professional.

3. Together, we define what success looks like for you. Are you chasing more subscribers? Event sign-ups? Repeat purchases?

We then lock in real KPIs like:

1. Open rates (we usually aim for 25–30%)

2. Click-through rates

3. Conversion rates (sales, signups)

4. Unsubscribe and bounce rates

For example, when working with a SaaS startup in the HR tech space, we discovered that their buyers needed more educational content before committing. We recommended a lead-nurture strategy focusing on use cases, product videos, and testimonials.

When we start with clear goals and brand alignment, everything else falls into place, and your emails don’t just look pretty; they perform.

Step 2: Choosing the right email marketing platform

A reliable ESP sets the foundation for smarter automation, accurate data flow, and faster time-to-value. 

Simply put, determining the right email marketing platform can be a challenging decision. If you need assistance finding the right fit for you, we’re here to help.

Here’s what we do to help you with the right-fit email marketing platform:

• Evaluating the operational needs, customer lifecycle, data complexity, and CRM infrastructure of your business.
• Shortlisting ESPs based on segmentation flexibility, automation depth, template compatibility, reporting dashboards, and integration capacity.
• Assisting in setup, including custom domain authentication, permission groups, suppression list management, template libraries, and integration with CRM and e-commerce systems.

For instance, if you are running an e-commerce store on Shopify, we might recommend Klaviyo for its killer automation and easy Shopify sync.

To surmise, the right platform isn’t just about sending emails; it’s about scaling smartly and securely.

Step 3: Building a quality email list & segmenting your audience

Here’s a little tip, a golden rule, if you may: never choose to buy an email list. 

We focus on growing your list ethically and ensuring every contact receives content relevant to their interests and behaviors.

For example, for a real estate advisory firm, we implemented gated content (a downloadable market insights report) as a lead magnet, followed by list segmentation based on property preferences (residential vs. commercial) to personalize listings.

Our key actions include:

• Creating targeted lead magnets like content downloads, webinars, exclusive discounts, or loyalty programs.
• Optimizing form placements across your site, blog, landing pages, checkout, and post-purchase pages.
• Ensuring full compliance with global privacy regulations, including proper consent management, clear unsubscribe options, and compliant data storage.
• Setting up robust segmentation criteria based on demographics, on-site actions, email engagement levels, purchase behavior, lifecycle stage, and content preferences.

The outcome is a more personalized experience and higher performance across all KPIs.

Step 4: Crafting a winning email strategy

Your email strategy is your communication engine. We build it with structure and purpose.

For instance, a subscription-based wellness brand achieved a 30% higher retention rate when we implemented a strategic mix of reminder emails, milestone celebration messages, and personalized renewal offers.

We help you:

• Define the content mix: product education, storytelling, behind-the-scenes updates, promotions, reviews, and more.
• Develop message sequences for various goals, including awareness, onboarding, education, engagement, sales, and retention.
• Establish frequency guidelines and rules for overlapping sequences to avoid fatigue.
• Plan a content calendar aligned with product launches, seasonal campaigns, and behavioral triggers.

This creates a steady, strategic flow of emails that deepen customer relationships over time.

Step 5: Designing & developing high-performing emails

We combine creative and technical excellence to deliver engaging, responsive, and conversion-oriented emails.

For a luxury hotel chain, our modular email designs with location-based dynamic content blocks improved engagement by 42%, thanks to personalized travel offers.

The process includes:

• Designing modular, mobile-first email templates that work across devices and email clients.
• Crafting subject lines, preheaders, and CTAs that boost engagement.
• Using personalization fields and conditional content to customize each recipient’s experience.
• Running structured A/B tests across content elements to continually refine performance.

Each email is built not just to inform, but to move users down the funnel.

Step 6: Automation setup & testing

Automation is what transforms email marketing into a scalable growth engine.

For a B2B SaaS platform, our onboarding sequence saw a 60% trial-to-paid conversion rate by combining triggered emails based on login frequency, feature adoption, and inactivity cues.

We implement:

• Multi-stage lifecycle journeys including onboarding, nurture, conversion, reactivation, and loyalty flows.
• Triggered email setups based on user behavior such as visits, sign-ups, cart actions, product views, downloads, inactivity, and more.
• Drip campaigns that nurture leads through structured sequences of timed, value-driven content.
• Conditional logic to create decision trees based on behavior, demographic attributes, or segmentation.
• Dynamic content blocks and smart CTAs to deliver ultra-relevant messaging.
• Testing and QA to ensure correct triggers, delays, logic paths, and render performance across all clients.

This approach ensures your audience is reached at the right moment, with the right message, without added manual work.

Step 7: Launching the campaign strategically

A successful launch is driven by strategic timing and flawless execution.

For a fintech brand launching in multiple geographies, we phased email delivery by region and behavior-based priority scoring, leading to a 2x uplift in engagement compared to bulk sends.

Our process includes:

• Choosing optimal send times based on geography, engagement data, and behavioral cues.
• Warming up domains/IPs with progressive sending strategies to preserve sender reputation.
• Pre-flight checks across links, content display, mobile responsiveness, and accessibility tags.
• Tracking delivery metrics in real-time to catch bounce or engagement issues early.

By treating each launch as a coordinated operation, we maximize first impressions and future engagement.

Step 8: Reporting, optimization & continuous improvement

The most successful email programs are iterative and informed by data.

For instance, a nonprofit client saw a 15% lift in donations after we refined their CTA placement and donation page experience based on heatmaps and click-through rate analysis from previous campaigns.

We provide:

• Comprehensive performance dashboards and detailed reports segmented by audience and campaign type.
• Deeper insights into engagement trends, revenue attribution, and conversion paths.
• Clear identification of content drop-off points and list fatigue signals.
• Ongoing recommendations for A/B tests, frequency adjustments, and messaging shifts.

Your campaigns evolve into smarter, more effective touchpoints with each cycle.

The road ahead

If you’d like to know more about how to engage with Mavlers for your digital marketing needs, we suggest reading ~ How Can I Engage With Mavlers? An Overview Of The Engagement Models.