The components of a great email marketing campaign



Email marketing is a great and cost effective way to reach your target audience. You can find potential customers and clients; build and strengthen relationships with existing clients, or you can spread the word about your products and services.

Here’s how to build an effective email marketing campaign, step by step.

  1. What is your campaign for?

You will need to have a clear idea of what your objective and aims are for the email campaign. What is the purpose of this new campaign? Are you trying to find new customers, get more business from old customers and build on your relationships? Who will receive the emails? What position are they in the company are you targeting? How often should you send them?

  1. Compile a mailing List

If you are collecting email addresses from your enquiry form, or emailing individuals as opposed to the business generic email, you must have prior permission. This can be acquired by ensuring that you get user consent when they sign up to your site.

Bought lists often contain dubious or poor information and many email software providers won’t allow you to use a list that you haven’t compiled yourself.

  1. Which software should you use?

You might be considering using Outlook to send your email campaign, but it’s not a good idea. You could end up having your email address blacklisted. There is also little scope to add graphics to your emails. In addition, it can also be difficult for people to unsubscribe from your list in Outlook, a legal requirement for email marketing.

Using a specialist email marketing package allows you to send HTML emails. These can be designed to look much better than just a bog standard email. For small campaigns, Mailchimp is free for the first 2000 email addresses, or there’s Campaign Monitor, a paid service, which also has a good reputation.

  1. The content

You will need to create some engaging content for your email campaign. Firstly, a title that will grab people’s attention followed by some compelling body content, including perhaps offers, information on great products, or a special article.

You must be careful, however to avoid tripping spam filters. How do you do this? The basics are common sense – don’t use anything you’ve received in a spam email. Tactics such as excessive capitalisation, too many exclamation points, coloured fonts (especially bright red), using an image and little/no text, etc – are all out. Additionally, you should be wary of using certain phrases that indicate junk too – “urgent”, “free”, “click here”, “risk free”, “investment” – take a look at this comprehensive list for more guidance.

  1. Visual elements

Creating an eye catching email will help to get people to notice your product/service. Make sure then the text is easy to read and that images are clear and unpixelated without overwhelming the rest of the content by being too large.

  1. Measure the response

Email marketing software will give you key statistics on how successful your campaign has been.

You should be able to see how many people have opened your message, how many proceeded to click through to your website, how many have unsubscribed, and more.

Google Analytics will also be able to tell you more information about visitors clicking through to your site from an email campaign.

Following these six simple steps should lead to a successful marketing campaign. You can tweak and test as you go to make sure you are getting all these elements right, but try not to send too many emails – people can get annoyed and unsubscribe if you bombard them with too much information or send too often.

For help in driving your email campaign strategy get in touch with us – we’ve worked with a number of firms to deliver great results.