How to Create a Great Email Marketing Campaign

Editor’s Note: This post was written by guest blogger Liam Tarry. Learn more about him in the bio below this post.


 If you’re a business with an online presence, you probably have an email marketing newsletter. If you do, you don’t need to be sold on the benefits of email marketing – if it’s done correctly you know how it can support both your online and offline marketing efforts.

However, a big part of your success lies with your contact list. How do you get people to sign up? How do you keep them from leaving? What messages work well? Here are 5 simple tips on how you can develop a solid email marketing campaign:


#1 – What do they want?
The first step in creating a great email marketing campaign is to give your subscribers what they want.

To make sure that you are only sending  your email relevant, you need to identify your target audience and understand their needs.  This will allow you to design an email creative that will engage them and encourage them to respond. You may identify more than one target audience and they may have different requirements. One email may not be suitable for all.

Remember that when your visitors sign up, you should ask for their name (if you don’t, change it so you do!). The majority of the time the visitor will enter their correct name, rather than one they have made up. If you use this in the subject line of your emails before you send them (most email software allows you to do this) then you’re more likely to get your email opened.

#2 – Tracking
Once you’ve decided on what content your subscribers want, how are you going to track this? You’ll be getting visits to your website (called “click-throughs”), you may get sales, you may get your email sent on, forwarded, or shared on social media.

Be sure to add campaign tags to your links. Once a link is clicked, the tag information is then passed to Google Analytics. This lets you monitor the performance of individual links within your emails. Also remember to generate new campaign tagged links for each campaign you send, otherwise you will not be able to compare your individual campaigns over time.

#3 – Segment and succeed
The importance of segmenting your emails should not be underestimated when it comes to creating a great email marketing campaign either.

Think about it, if you are, say, a florist, would you send an email marketing newsletter to your whole subscriber base offering deals on Valentines Day bouquets? Not only will it cost you more money, you can bet your bottom dollar that 99% of your business around this peak time will come from your male subscribers.

Effective email marketing lets you tell the guys on your list that you’ve got great flower offers for their loved ones. Segment your emails and succeed.

#4 – It’s all in the content
When the time comes to create your newsletter, you need to be sure that what you’re saying, how you’re saying it and what you’re selling blend together seamlessly. You don’t want to be spending hour after hour trying to come up with killer copy, only to be let down by a shoddy-looking template.

With that in mind, it’s important to design a strong wire-frame template and let your readers choose between html and text versions of your email. Your logo should be prominently displayed and that you steer away from using lots of different fonts and colours. Images and links should always be clickable, and be sure to make all of your copy easy to scan – web readers don’t read every word.

Finally, make your calls to action prominent and clear so that your audience knows what to do – and always, always include an unsubscribe link in the footer of every email you send.

#5 – Landing pages for the win
If you’ve carried out the above tips, you will have created a great email newsletter. With any luck you will have managed to have persuaded your subscribers to open and read your email, yet the final step in the process is to assign a dedicated landing page. You don’t want them to lose interest when they click-through by sending them to your homepage or product page listing!

Start off by assigning a purpose-built landing page for each email campaign, specifically-designed to convert your email opens into leads and sales. You can use the same content as in your email (if it’s relevant), and even the same headline too. Make sure the copy is easy to scan, that your call to actions are prominent and that they know precisely what it is that you want them to do next. If you make your landing page clear, relevant and clickable you’ll boost your conversion rate and have succeeded in creating a great email marketing campaign.