Step-by-Step Guide to Building an Omnichannel Email Marketing Strategy

This Marketing Mistake Is Why You Think Email Marketing Doesn’t Work

The mistake? You only send promotional emails. You send your product out and say: Contact me. Buy Now. Shop now. Register now.

What you need to do is create a funnel and use an omnichannel strategy that comes together to create an experience for the client where they don’t feel sold to. What I mean by that is something like these suggestions:

1. Create a website where you post informational content like updates and insights.
2. Create a YouTube channel and start talking about your product or company.
3. Organize webinars or online events to engage and educate your clients.
4. Create a guide or a checklist that can help your clients.
5. Retarget clients with something like Google Display Ads.
6. Have brand awareness social media posts and campaigns.

Omnichannel?! What Do You Mean by Omnichannel?!

A lot of people say, "I want to do campaigns everywhere" without thinking about what message they want to convey. That’s called multichannel marketing, and it’s not what we want to discuss here.

Omnichannel marketing is having a core message that’s sent across multiple channels, all coming together to create an experience that engages and builds trust with your clients.

Rethinking Email Marketing

Think of your email marketing as a channel to engage people more around your business in the sales cycle, not as an e-commerce site where you just describe the product and ask people to buy. Email marketing is the channel that gets them there and prepares them for buying.        

Now you might ask, Great advice, but what should I do exactly?

To answer this question, you need to think about:

• Your marketing funnel and sales cycle.
• Your value proposition as an individual, company, or product.
• Your mission and the change that people have been waiting for.

If you think this is nonsense, then you’re thinking wrong. All digital channels are tools we use to apply a strategy and deliver a message. That means we need to build the strategy before thinking about the tool. However, keeping tools in mind helps us apply the strategy in the best way after that.

If you already have these things clear, then you’re ready for the next step. If not, take the time to clarify them before executing anything.

Step-by-Step Strategy for Effective Email Marketing

1. Set Up a Website

Even if it’s a single page, your website is where people can learn more about you, your core message, and the value you provide. If you’re just starting out, it’s okay to rely on social media profiles, but social media isn’t structured in a way that allows you to convey your message without distractions.

If you already have a website, think about structuring your messages in the right order or sequence.

2. Create Educational Content

Marketing is about education. People want to buy from authorities in their field. Authorities know the most, and that’s exactly how you need to position yourself.

• Sharing market insights shows you understand the market.
• Sharing product insights shows you know your product.
• Publishing blogs, guides, and case studies shows your expertise.

The more robust and well-thought-out your content is, the higher you will be perceived as an authority.

When people visit your website, social media, or company page, they should see valuable content that highlights your expertise so they can trust you and even share your insights with others.

3. Structure Your Content Funnel

Think about the order of how your educational content flows:

1. Market insights
2. Industry guides
3. Generic blogs
4. Industry insights
5. Product insights
6. Company insights

The idea is to take your client on a journey that positions you as an authority. The order may differ based on your industry or product, but the goal remains the same.

People need multiple interactions with you before they buy. The more expensive the product, the longer it takes. Never assume that one email blast will drive immediate sales.        

Your educational content should be at the top of your funnel. If you have a client email list, start sending educational content first to build relationships.

4. Use a Weekly Content Calendar

The best way to create educational content is by maintaining a weekly calendar. Focus on producing one detailed content piece (article, podcast, video) and distributing it across multiple platforms:

• Blog
• YouTube
• Social media

SEO matters. Optimize your content using tools like Ahrefs or Google Keyword Planner. Organic traffic is powerful—your LinkedIn articles, YouTube videos, or blog posts can show up in Google search if they are keyword-optimized and have backlinks.

5. Leverage Your Email List & Lead Magnets

After setting up your content strategy, use email marketing to:

• Inform people about the content you create.
• Grow your list by encouraging subscriptions.
• Create a Lead Magnet—a valuable piece of content (e.g., an eBook, checklist, or exclusive report) that people can access in exchange for their email.

A well-crafted Lead Magnet that solves a client’s problem can significantly grow your list.

6. Expand Your Reach with Digital Marketing

Once your content and email marketing are in place, amplify your reach using digital ads and retargeting strategies:

1. Run Brand Awareness Ads on Social Media

• Your digital channels should work together to create a consistent brand experience.
• Brand awareness ads help introduce your value proposition and grow your email list.
• Use engaging content that sparks curiosity and encourages sign-ups.

2. Retarget Clients Using Google Display Ads

• If someone clicked an email, visited your website, or engaged with your social media ads, retarget them with Google Display Ads.
• Use these ads to reinforce your core message and encourage newsletter sign-ups.

3. Host Webinars & Online Events

One-on-one interaction is the most powerful form of engagement.

• Plan regular webinars and invite your email list.
• Engage with your most interested clients and offer solutions to their problems.
• Encourage attendees to share the webinar with their network.

4. Collect More Data to Personalize Your Emails

As you nurture your clients, ask for additional details:

• WhatsApp number
• Location
• Interests
• Budget

This allows you to expand into more channels and personalize messages so clients feel like you’re speaking directly to them.

7. Use a CRM for Better Organization

A Customer Relationship Management (CRM) system helps you track interactions, organize data, and personalize communication.

Even if you’re a solopreneur, tools like Brevo or ActiveCampaign can help you create funnels, manage client data, and implement omnichannel marketing—all from one place.

Conclusion

Email marketing is misunderstood because many think it’s just about blasting promotional emails. In reality, it’s one of the most powerful tools—especially for high-value products with long sales cycles.

To make email marketing work for you:

• Create valuable content and post it across different channels.
• Use email to engage and nurture your leads.
• Leverage digital ads and retargeting for more visibility.

By following this approach, email marketing becomes a powerful engine for long-term business growth.