Email Marketing for WordPress: a Look under the Hood

Skirmantas Venckus

Today we’re excited to introduce you to Sender, the email marketing platform serving 100.000+ companies, from Disney, HP, Honeywell, and Deloitte to Pizza Hut. Skirmantas Venckus, Sender’s growth hacker, is joining our “Learn from” series to share with us some of his wisdom around email marketing and lead generation.

So, if you feel you’re in good company, you’re damn right. 


In the era of digital technology, small and large businesses are aiming to establish or already have a well-developed online presence. Product or service promotions, advertisement, and marketing are now preferred to be done with the help of digital media, through sources such as emails. As email marketing is one of the easiest and cost-effective ways of promotion, marketing your WordPress business while using the tool for your emails is not an exception.

 Email marketing is all about sending messages and updates, informing your subscribers about what’s happening on your website. It is a great way to keep your audience interested and engaged. You are probably now wondering how can you send so many emails without spending so much time and effort? Well, we are ready to help and guide you through this email marketing journey.

Now, first thing first: email marketing campaigns happen inside a lead generation strategy. First, you need to grow an email list, before sending them custom messages and follow-ups.

Website Lead Generation

The process of website lead generation usually begins once your website visitor clicks on a call-to-action button.

calls to action

It might be located in one of your business pages or blog posts. However, it is not enough just to have a button on your website and wait for the leads to appear. To be able to successfully generate them, marketers need to take more strategic methods and approaches. Here are some tips:

  1. Start by running an audit to find out where most of your online traffic comes from: your business page might get visitors from your blog posts, live chat, email marketing, or social media.
  2. Once you are aware of what is attracting the most contacts (aka leads), make sure that you realize them by creating landing pages that are attractive and eye-catching to keep the attention and make them share their contact data with you. Most of the time, when we design a lead generation strategy we need to create a win-win opportunity, contact information in exchange for some valuable resources (called gated content).
  3. Use forms that are not too intrusive. Don’t abuse form fields. In B2B, companies use forms for segmentation purposes as well, in order to personalize better future interactions.


Lead Magnets

Lead magnets are considered to be one of the best tools used in lead generation ways to increase the number of subscribers. It is an encouragement that a business offers to potential customers in exchange for their contact information (most importantly, email!). Lead magnets are usually providing content that is digital and easy to download such as eBooks, videos, PDF checklists, etc. A good motivation will give you access to the email addresses which could, later on, be used to create stunning newsletters which will engage the potential buyer and generate interest, so if your company has not tried it yet – now is the time for you to consider lead magnets for your WordPress page. Here are some suggestions on how to make a great lead magnet: 

  1. Guarantee a benefit – your lead magnet should guarantee a benefit to your potential customer, it should help them accomplish something they were looking for. Make sure you add high-value content which will actually bring advantages.
  2. Specifying your lead magnet – rather than creating something generic, ensure your magnet is more specified as it will benefit you by receiving the details of the target market which will have the potential of becoming your customer.
  3. Easy access – make sure that your lead magnet is easily accessible and can be instantly opened or downloaded once the contact details are entered. 

Here’s a great example from Planable. They’re offering some cool social media holiday kits.

Lead magnet and landing page from planable

Lead Generation Popups

Once your potential buyers visit your landing page, a popup might be the reason they stay. Increase your chances of generating leads by attracting attention via a well-structured and engaging popup. Before you start, check out the ways on how to get the most of your popups: 

  1. Ensure your popup has a clear exit method – it will decrease the chances of your website being fully closed as people tend to get frustrated once they cannot see the popup exit button. 
  2. Entry/Exit popups – a well-developed popup straight after the visitor clicked on your website is an opportunity to attract attention. It might also be a good method to keep the visitor scrolling through your website and keep them engaged – just release a popup right before the customer is willing to leave the page. 
  3. Well-performing popups need to be relevant – they will improve your landing page conversions. Remember to relate the popups to the product or service you offer, do not forget to treat your leads with an exclusive discount to make them stay on your website. 

Here is an example, how you can grow an email list offering valuable lead magnets with a pop-up on your website:

pop-up that promotes a lead magnet

You can also tempt your prospect with a discount or deal, in exchange for their email address.

lead gen pop-up

Newsletter Subscription

The email newsletter is the best way to inform your subscribers, give them updates and offers which would make your leads convert. To make your potential buyers sign up for your newsletters you should consider adding the following suggestions to increase your chances of success: 

  1. Offer a discount or exclusive deal – give your subscribers value and encouragement to sign up for your newsletters by offering an incentive.
  2. Use proof and add value – demonstrate the number of existing subscribers and present the value your newsletter will bring them.
  3. Remove the concerns – people are afraid to give their details because of often email spam. Clarify your intentions and inform your subscribers by telling them what type of content they will receive and how often it will happen.

newsletter subscription

Targeted Email Marketing Campaigns

Once you have your potential customers on your subscribers’ list, it is time to deliver valued content that will make them your customers. The best way to connect with your audience is by personalising your email, targeting them with customized content, giving your subscribers a feeling of an ‘email from a friend’ rather than from a marketer. To create a positive email experience, you may want to consider: 

  1. Asking the questions to collect the data and to personalize the emails in the future.
  2. Segmenting your audience and sending targeted emails based on location, gender, age, or behavior.
  3. Incorporating your current CRM and eCommerce platforms to broaden your multi-channel marketing strategy.  


The Anatomy of an Email

Designing an eye-catching email is not easy, but once you nail it, it is impossible to resist and not open the email you sent. So let’s take a look a bit at the anatomy of an email:


  1. The sender. A tip here would be to use real names, like “George from Sender”. It will feel more personal.
  2. The subject line – this is the title of your email. You might want to personalize it, highlight the value the reader will gain from reading the email, or a specific offer. You can even use emojis to suggest a feeling.
  3. The preview text – this is a short text that can give a sneak peek into the content of your mail. It will show up below the subject line.
  4. The body – this is the actual content of the email. You can mix text, images, videos, to convey your story better. Sender offers a large library of email templates that you can use to design and create top-notch emails and newsletters that convert. Make sure you use headings and subheadings to separate the information, choose fonts that are easy to read, and do not overcomplicate the text. The message in your email needs to be short and sweet.  
  5. Optional: call to action – if you want the reader to act on something: get in touch with you, download a resource, get a discount, make sure that you include a relevant call to action button.
  6. Footer – in the email footer you can include copyright information, privacy info, the option to unsubscribe, company details, and also links to social profiles.

Sender email templates

Email Tracking and Measurement

A well-executed email campaign can generate leads, increase sales and customer loyalty, enhance repeat business and even decrease marketing costs. As the first step is to create, design, and send the best version of the email, you also have to think of how you will measure and track the success of your email marketing campaigns. Let’s check some top email tracking metrics: 

  1. Delivery rates – this measure is a beginning point that observes the power of your email list. High deliverability shows that you are reaching your selected audience. If deliverability is low, you will need to work on rebuilding a stronger subscription list.
  2. Open rates – once your email was sent successfully, the following measurement is to evaluate how many people actually opened your email. As discussed previously, the biggest influence of the email opening is an engaging subject line that will make it impossible to resist.
  3. Click-through rates – last but not least, you must measure how many people clicked on your call-to-action button. This is where the importance of your email content steps in. Relevant emails have higher click-through, this means that you should segment your contacts and send targetted email marketing campaigns. 


WordPress Plugins for Email Marketing

WordPress does not have any email marketing feature by default, as you’ve figured that out already You will need to install an email marketing WordPress plugin in order to grow an email list and to set up targeted email campaigns. Most of the plugins out there will allow you to segment contacts, create automated workflows, design email using templates or HTML code. 

Sender is definitely a great and handy plugin for your WordPress website. You will surely be taken to a whole new level with all the email marketing features offered:

  • Drag and drop builder
  • Custom HTML editor
  • Stunning pop-ups and forms
  • A full library of email templates
  • High deliverability
  • Dedicated customer support
  • Advanced analytics tool

The Sender plugin will help you generate those leads and convert them to long-lasting and loyal customers.  

This being said, good luck with your own lead-gen strategies!


Skirmantas Venckus
+ posts

Skirmantas Venckus is a writer by day and reader by night. He hates talking about himself in the third person. He is also the growth hacker at – the email marketing provider
that is focused on user-friendliness, affordability, and utility.