Everything You Need to Know About Email Marketing Campaigns

How to develop an email marketing campaign

Email marketing is a powerful tool for reaching your target audience and driving engagement. However, to run a successful campaign, you’ll need a well-defined strategy that prioritizes audience insights, measurable goals and the right tools. The following steps will guide you through the process of building an effective email marketing campaign from start to finish.

1. Identify your ideal customers.

You’ll need to create detailed profiles to identify, understand and reach your ideal customers. Peter Murphy Lewis, chief marketing officer at Strategic Pete, stressed the importance of mining behavioral data. “Use behavioral data to flesh out your ideal customer profile — purchase history, website activity and engagement patterns give you an idea of what drives your audience and how to target them,” Lewis advised.

When you create highly specific customer profiles, market segmentation possibilities become clear. We’ll use the example of a fictional lawn care company called Great Greens to illustrate the process.

Step 1: Who is your customer?

A good marketer would immediately see that Great Greens serves two types of customers:

• Homeowners with lawns
• Property managers tasked with caring for lawns

Step 2: Where is your customer?

Location is an obvious segmentation element for a lawn care company operating within a specific radius.

Step 3: Create customer profiles.

You now know that you’re targeting homeowners and property managers within a specific area. However, homeowners are business-to-consumer (B2C) prospects, while property managers are business-to-business (B2B) prospects. Therefore, you’ll need to create two distinct profiles.

• B2B profile: Conduct an online search to identify every property management company in a reasonable ZIP code area.
• B2C profile: You could conduct a location search for all potential clients within a specific radius, but this is likely too general. You probably need to drill down further to identify who you’re targeting. For example, are you a high-end landscaping service, or do you serve homeowners with small projects? Factor these elements into your profile. You’ll also need to imagine how your ideal customer makes buying decisions and how they prefer to receive information.

Here’s an example of a Great Greens customer profile and how a marketer could use it to tailor email marketing campaigns:

Great Greens individual client

• Age: 40+
• Gender: Irrelevant
• Career: Upper management or a highly skilled professional (attorney, accountant, doctor) well-established in their field
• Lifestyle: They have a family or very active social life, work often, travel a lot, dine out frequently, are used to high-end services, and do not have the time or inclination to care for a lawn. They’re not price-sensitive if they feel they are getting the best service.
• Education: College-educated, possibly with a master’s degree or Ph.D.
• Home: Owns a single-family home with a lawn
• Communication preference: Text and email updates about services in progress are key for this busy professional. Phone calls should only be made as a last resort.

2. Outline a clear goal.

A successful email marketing campaign starts with a clearly defined goal — without one, your efforts may not yield results.

Ask the following questions to define your campaign’s goals:

• What is the primary goal of this email campaign?
• Who is our target audience, and what language, offers, or information matter most to them?
• Is the goal measurable? If not, how will we define success or failure?
• What action do we want recipients to take after reading our email?
• How long will we run this campaign before reevaluating its effectiveness?

Your answers will shape the type of email campaign you create and the strategies you use.

Lewis recommended using the SMART goals framework (specific, measurable, achievable, relevant and time-bound) when setting email marketing goals. “Example goals may be to increase open rates by 15 percent in the first three weeks or to lift click-throughs by 10 percent,” Lewis explained. “Clear metrics will keep your campaign focused and accountable.”

3. Compile an email marketing list.

Building a quality email list is essential for any successful email marketing efforts. If you already have a solid list of existing customers, you can use it for product updates, email newsletters and reengagement campaigns. However, if you want to engage new subscribers, you’ll need to expand your list.

You have several options for compiling a new email marketing list.

• Buy a mailing list. You can purchase an email list from brokers or email marketing platforms; they’re often filtered by ZIP codes, age, industry, sales volume, gender and more. Purchased lists can work for businesses suited to “cold” emailing. However, be cautious: Low-quality lists may result in high unsubscribe rates and spam flags, hurting your sender reputation.
• Gather leads online. Your website is one of the best ways to collect email addresses. You can do so through opt-in email marketing methods, such as newsletter sign-ups or discount offers for new customers. Platforms like Mailchimp simplify creating contact forms for visitors, which you can also link to online ads for greater reach.
• Build a list. Growing your email list carefully ensures you collect high-quality contact information from engaged prospects. Consider collecting email addresses at networking events, trade shows or through your social media channels. However, quality matters more than quantity. “Don’t just add random contacts,” cautioned Arthur Favier, the founder and CEO of Oppizi. “It’s better to focus on people who are genuinely interested in what you have to offer — quality over quantity always works better.”

4. Determine the type of email campaign you’re sending.

The type of email campaign you choose should align with your business goals and target audience. Below are the most common types of email campaigns.

• Sale or promotional: A sale or promotional email alerts current or prospective customers to a limited-time offer. You may also use promotional emails if your business or sales are seasonal.
• Newsletter: Email newsletters help businesses build trust and stay top-of-mind by providing valuable content to subscribers.
• Reengagement email: Retargeting emails help win back customers who have lost interest in your offerings. They reinforce brand awareness and remind past customers of your services, especially for seasonal businesses.
• Transactional email: Transactional emails, also called “trigger emails” or “behavioral emails,” are sent in response to a transaction or specific action. For example, they may confirm an order, respond to a question or issue a refund. These emails aren’t typically the focus of an email marketing campaign; they’re more about automated emails for customer support. However, abandoned shopping cart emails are effective trigger emails for online sellers trying to reclaim sales.
• Lead nurturing email: Lead nurturing emails are highly personalized and designed to guide prospects through the customer journey. Unlike promotional or transactional emails, they focus on building relationships and increasing engagement.

How to write effective email marketing campaigns

An email is more than just a message; it’s an opportunity to connect with your audience. If you’re writing your own email copy, follow these best practices to maximize engagement.

1. Craft a great subject line.

Emails with attention-grabbing subject lines are more likely to be opened. Experts recommend the following strategies:

• Keep it short. According to the GetResponse 2024 Email Marketing Benchmarks report, subject lines of less than 70 characters enjoy the highest email open rates. “The subject line [should be] short, specific and catchy to make readers open the email,” Lewis advised.
• Catch readers’ attention with specifics. GetResponse found that words like “invitation” and “now” boost open rates because they create urgency. Including the month’s name or using phrases like “affordable” and “newsletter” can also attract attention. Lewis noted that subject lines phrased as questions or those that indicate urgency with phrases like “last chance” also tend to perform well.
• Don’t be misleading. Favier emphasized the need for subject lines that grab attention without being misleading. “Your subject line needs to catch their attention without feeling clickbaity,” Favier noted. “Nobody likes feeling tricked.”
• Test your subject lines. Experts agreed that while general subject line rules are helpful, every business and audience is unique. Testing is crucial to find what resonates with your customers. “Always do A/B testing with different approaches to find out what works best,” Lewis advised.

Here are some specific examples of catchy subject lines:

• 50 percent off local luxury swimwear line
• Now through August: 50 percent off luxury swimwear

2. Focus your email’s messaging.

Each email message should have a singular purpose — don’t try to inform your recipients of every service and promotion you offer in one email. “The reader would be overwhelmed if you fit everything into one email,” Lewis explained. “Keep it to one clear objective per email.”

Do you have considerable information to share or a complex offering? Then consider creating an email series with targeted messages covering different stages of the customer journey. If your offering requires more explanation, a long-form newsletter may be more effective. In either case, organizing the information logically is key.

Here are some tips for keeping your messaging focused:

• Be concise. Targeted emails should be concise — similar to a well-crafted cover letter — and clearly answer the following:
  • What are you offering or showcasing?
  • Why is it better than the competition?
  • How can the customer get it?
• Include pertinent information. Don’t get so caught up in catchy taglines that you forget vital details like your business location, hours of operation or website links.
• Start simple. If you’re not a natural writer, begin with a straightforward draft. You can then refine it later. This helps establish the right order and structure for your message.
  
  • Example (initial draft): Our swimwear is a luxury product. Our brand is Swim Elite. Our swimwear is locally designed and handcrafted. We are having a 50 percent off sale. The sale lasts through August. You can order items on our website link listed here. People should order soon, while they can.
• Refine your message. While the message includes key details, it lacks impact. The 50 percent off sale — the main draw — should come first to capture attention immediately. Here are two refined examples:
  
  • You’re going to look great in Swim Elite’s luxury swimwear, now 50 percent off through August. Order this locally designed swimwear now!
  • Act now: Only two more weeks to get Swim Elite’s luxury, locally designed swimwear at 50 percent off.

3. Include a call to action.

A strong call to action (CTA) is essential for effective email marketing, yet many marketers either omit it or bury it in the message. “If your CTA isn’t obvious from a five-second quick scan, you would have lost the reader,” Lewis warned.

Your CTA should be clear, concise and easy to spot. If you struggle to define your CTA, it may be a sign that your marketing strategy needs more focus.

Here are some compelling CTA examples:

• Order now and save 20 percent.
• Reserve your seat today — spots are limited.
• Get a free price quote instantly.

4. Focus on engagement.

Engaging email subscribers is a top priority. To increase engagement, direct readers to valuable and helpful content, such as your blog posts or social media accounts. You should also offer them engaging content within the campaign. Your language should directly reflect your brand’s voice and provide insight into your industry that no one else can offer.

Here are some ways to engage your audience:

• Add links to subscribe to your newsletter.
• Offer the option to follow your social media pages.
• Include thought-leadership content in your emails.

5. Personalize email marketing messages.

According to the GetResponse report cited earlier, personalized emails consistently outperform generic blasts. The former boasts higher open rates and lower bounce rates.

However, true personalization goes beyond just adding a recipient’s name to the subject line. Gerti Mema, marketing manager at Equipment Finance Canada, emphasized that referencing past actions and interactions is a personalization tactic that helps build trust and maintain engagement.

Below are a couple of ways to create personalized emails:

• Segment your audience and send targeted campaigns based on interests, needs or demographics.
• Follow up on replies to nurture stronger relationships and increase engagement.

6. Don’t spam your email lists.

Don’t flood your clients with too many emails, or your messages will end up in the spam folder. Instead, limit the emails you send to important notifications. Use the format to advertise special events, sales or new product offerings.

7. Watch your language.

Your marketing email verbiage influences campaign response. For example, experts advised writing in the second person for a more personalized feel and using actionable language to increase response rates. Phrases such as “brand new,” “limited time,” “today only” and “last chance” can create a sense of urgency for readers to open your email and follow your CTA.

Use compelling phrases like these to drive engagement:

• Don’t miss this exclusive offer.
• A special deal — just for you.
• Discover our newest arrival.
• Last chance: Download your free content calendar today.

8. Test all campaign elements.

Every email marketing message should be tested and refined before launch. Earlier, we discussed A/B testing for subject lines. However, to maximize effectiveness, it’s crucial to test all elements of your campaign, including the message body and CTA.

Additionally, Lewis stressed the crucial importance of testing to ensure emails display correctly across all devices. “Responsive design is a must — test each layout to make sure it looks clean, functional and appealing on all screen sizes,” Lewis noted.

9. Keep your email lists up to date.

Keeping your email list accurate and up to date is essential for successful email marketing. Regularly verify and update email addresses to prevent errors and ensure deliverability.

While growing your subscriber base is essential, ensuring that existing subscribers receive your emails is just as crucial.

Should you hire an email marketing copywriter?

If your business primarily sends transactional emails, your marketing team can likely handle them without outside help. But, what if your marketing campaigns are becoming more sophisticated? Or, if you need to boost open and click-through rates (CTR)? If so, it may be time to hire a professional copywriter or digital marketing expert.

“If open [rates] and CTRs aren’t improving despite strategy tweaks, it’s time to bring in a copywriter who knows how to optimize language and structure,” Lewis advised. “If your emails drive a lot of sales but you have a suspicion that things can be better, a copywriter is paid for in improved ROI.”

Experienced digital marketers and email copywriters understand persuasive language and best practices, especially when targeting sophisticated audiences. “If your campaigns involve storytelling or high-stakes launches, a professional can craft a narrative that builds excitement and trust, which is hard to do without experience,” Lewis explained.

How to include images in your email marketing campaigns

Done right, images can make your email marketing campaigns even more compelling. Photos and images can be simple or sophisticated, original, or obtained through a paid service. However, you must ensure they:

• Comply with copyright laws
• Are high quality and visually appealing
• Enhance your brand’s message and identity
• Display well on mobile devices, laptops and desktops

“Use visuals that highlight the message, not distract from it,” Lewis cautioned. “A hero image or banner that reinforces your CTA can boost engagement, but irrelevant stock photos can hurt credibility.”

Consider the following ways to obtain images:

1. Hire a graphic designer.

Professional graphic designers can be pricey, but your investment will likely pay off with a beautiful finished product. Graphic designers offer a range of services, from logo design to email layout creation. They ensure a cohesive visual identity across your brand — an invaluable asset in image-conscious industries.

“Graphic designers ensure consistency in the elements,” Mema noted.

2. Hire a photographer.

Hiring a photographer to take pictures of your product will yield professional, original images. Photographers also often include helpful retouching and resizing services in their packages.

Hiring a photographer can be affordable for one-time projects or general business images. However, consider hiring an in-house photographer if you consistently need fresh images. Additionally, note that most photographers focus only on capturing images; they typically don’t design email layouts or provide general graphic design services.

3. Do it yourself.

Going DIY can be a great idea if you have a creative and skilled workforce at your disposal. You may have a talented amateur photographer on staff, and many professionals today are design-savvy. However, if you take this approach, Lewis emphasized the importance of optimizing images for performance.

“Compress every image for faster load times,” Lewis recommended. “Large, unoptimized images slow down emails, especially on mobile. Tools like TinyPNG or built-in features from email platforms help ensure quick delivery.”

4. Subscribe to an image service.

If you want a balance between DIY design and professional quality, consider subscribing to an affordable image service. A service like Shutterstock or Getty Images can grant you access to professionally shot stock images.

However, be selective when choosing stock photos. Avoid clichéd or overly generic images to maintain a polished and professional look in your marketing materials.

Using email marketing automation for your campaigns

Once you’ve crafted and tested a compelling email marketing campaign, consider using email marketing automation to streamline future efforts.

“Email marketing automation is important for streamlining campaigns and ensuring timely delivery,” Mema said. “By using automation tools, you can set up triggers based on customer actions, such as sending follow-ups after an inquiry or reminders about expiring offers.”

Top email marketing platforms with automation tools allow you to:

• Use customized templates to ensure high-quality design.
• Schedule emails and automated email sequences.
• Customize messages.
• Track deliverability, open rates and CTR.
• Send triggered emails automatically.
• Optimize emails for mobile.

Many of the best CRM software platforms have built-in email marketing automation tools. These features help your team customize messages and better track the customer journey through your sales pipeline.

Mema pointed out that automation saves time and can boost your digital marketing ROI. “Automation ensures each email feels timely and relevant without requiring manual effort, improving engagement and making the campaign more efficient,” Mema explained. “Analytics from automation tools can also refine future campaigns, providing insights into what clicks the most with your audience.”

Seal the deal with stellar email campaigns

Email marketing campaigns can be a cost-effective and impactful way to reach your audience, build brand loyalty and drive sales. However, your success depends on careful planning and execution. Understand your audience, set clear goals, craft compelling content and use professional visuals. This way, you can create emails that stand out in crowded inboxes. Don’t forget to leverage tools like marketing automation software and regularly test your strategies to help ensure continuous improvement.

With these steps, your email marketing campaigns can be a central part of your business’s successful marketing efforts — delivering measurable results and fostering long-term customer engagement.

Amanda Hoffman contributed to this article.