Essential Email Marketing Strategies for Business Growth in Nigeria

Contrary to what you’ve heard, email is not dead. It is still one of the most effective marketing tools you’ll need because companies 40x what they spend on email marketing. If you’re a digital marketer in Nigeria and you want to grow your business, email marketing is one way to do it.

In this guide, you’re going to discover the best email marketing strategies in Nigeria that will help your business grow. First, let’s talk about the basics of email marketing:

The Basics of Email Marketing

Email marketing is when you send emails to your list of subscribers. It could be promotional content or educational content. This is a powerful way to communicate with your Nigerian audience, build a strong relationship with them, and eventually get them to buy from you.

Advantages of Email Marketing

By now you already know that email marketing is a powerful tool that can grow your business in Nigeria. But let’s shed more light on some of the advantages of email marketing.

  • Ownership: Unlike social media platforms where your account can be taken down and there’s nothing you can do about it, you 100% own your email list.
  • Personalization: You can segment your list and send it to different groups based on their interests. This makes your marketing more potent.
  • Scalable: If you want to make more money using traditional means, you’ll have to spend more on advertising. Not when you have an email list. All you have to do is raise your price and send an email. This simple act can boost your return on investment (ROI) to around 3600%.

Now that you know some of the advantages of email marketing in Nigeria, we’ll dive into the essential email marketing strategies you can implore that are guaranteed to grow your business.

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Email Marketing Strategies for Business Growth

It does not matter if you are a newbie to email marketing or a pro, the only way to get results is to implement the right email strategies for your business. Here are some of the important email marketing strategies to grow your business in Nigeria:

1. Know your target audience

This is arguably the most important aspect of email marketing in Nigeria. The reason is because without knowing who your target audience is, you may as well be throwing good money away.

In today’s digital world, people in Nigeria are looking for specific answers to their specific problems and if you can deliver, they will love you.

2. Provide Value

Don’t bombard your list of email subscribers with promotional content all the time. A rule of thumb is to follow the 80/20 rule. This states that for every 20% of promotional content you send to your email list, send 80% educational content.

Through these educational content, your audience will know that you have their best interest at heart and are not just trying to get into their wallets.

3. Test

Perform A/B testing on your email marketing strategy to figure out which yields more ROI. Then double down on what works.

Here’s an example: You want to find out which headline format works best. Split your audience into two groups. Next, send an email with headline A to the first group and send the same email, only with headline B, to the second group.

Then analyze which headline works best and use the format for all your email campaigns.

Email Marketing Strategies for Business in Nigeria

4. Use call to actions

After your audience reads your email, what do you want them to do next? Always figure this out then include it at the end of your email.

The call to action must be clear and concise. It should tell the reader exactly what to do next. Examples of call to actions are; ‘Buy now’, ‘subscribe’, or ‘get started today’.

5. Evaluate metrics

Always find a way to measure the success of your email campaigns. Without this, you cannot know if you are succeeding with your email marketing or not. There are many metrics you should measure but the most important ones are click through rate, bounce rate, open rate, and conversion rate.


Email marketing is still one of the most popular and effective ways to reach your audience and grow your business. However, it is not a one-and-done deal. You still need to implement the strategies mentioned in this article to get the best out of your email marketing campaigns in Nigeria.