If you are willing to do some research, then you can learn a lot about email marketing using information found through search engines. You can do it, but the startling fact is far more fail at it than succeed. What you have to know is there are certain skills that must be developed. There will always be alternatives to practically everything with online marketing, though. The secret, if there is one, is gaining knowledge because then you will see what really is available and possible.
Digital advertising company is a huge area with many additional sub-topics you can read about. It is really similar to other related topics that are important to people. If your email list was comprised of 50-50 men and women, would you know the best way to write your emails? Obviously, this presents an interesting scenario in which you have to be careful about what you say.
There will be a need to strike some kind of balance in what you say to them. Simply do not favor one group or the other, and that way you will totally side-step any issues with language, etc. Demographic data is made up of a number of categories with gender being only one of them. The alternative is to know nothing and just talk like you usually talk, and that is taking a risk.
When in the course of human events, it is necessary (and a smart idea) to email your list with just good information minus the marketing. It is acceptable to have your email signature contain the standard site link as that is not really considered a promo email. Educate them about something that matters to the niche, and just be creative and mix it up.
Remember that everything really should be relevant because you want to create value and give it to them. Just be aware of who is in your list as you do not want to cause offense because you do have a variety more than likely.
Without getting too informal, write just like you would talk to your friends and also minus any inappropriate language. For example, if your audience is made up of professionals, then they like to keep things fairly professional because they like to feel that way. People like things that are constant and without unpleasant surprises, so it is best to remember that.
So you know who is in your market, and then you can further refine that in different ways if you want. You may make a mistake here and there, but if you have a good rapport with your list, then that will not be a problem. Even though writing effective email copy is not all that difficult, there are artistic elements to it. Any kind of copywriting is based on testing and logical analysis that was done a long time ago. You eventually must find your own writing voice and stay true to that because the reason for writing in your own voice is your marketing will become more unique. You can have power with simplicity and no aggression in your voice, and that is just one example of what is possible.