How to Make a Successful Email Marketing Campaign


For many small businesses, email marketing remains one of the most effective methods of receiving feedback, making announcements, bringing back customers, and more. With so many businesses taking advantage of email marketing, how can you make yours stand out from the rest? Here are a few essential tips all business owners should keep in mind when creating an email marketing campaign.

1. Segment Your Mailing List

Be sure to ask yourself what purposes your campaign will serve and who is best suited to receive different types of communications. Do you want to spread the word about promotions? Welcome new customers? Remind old customers that you exist? You want your subscribers to be as targeted as possible to ensure a high click-through rate (CTR). A few ways to segment your database are by considering:

  • Source: This is dictated by which form a customer filled out on your website.
  • New vs. Returning Customers: Different language will likely be necessary for older and newer customers.
  • Engagement: If subscribers didn’t open your original email, perhaps you’ll try sending out a second, adjusted template.
  • Demographics: You may want to tailor your emails to customers living in different areas. Age demographics may affect your content, as well. According to the New York Times, email is the top tool for collaboration among those aged 30 and above.

2. Share a Story

Readers are more likely to remember and relate to personal stories from your company. Most emails in their inbox appear spammy and generic. Giving a behind-the-scenes as to how your company started, brief tales of success, or where the idea for your new product came from will be more appreciated than straight-to-the-point jargon about new deals.

You won’t want stories told in emails to go on forever. Keep the necessary, heartfelt details in and maybe link to a longer version of the story on your website for those readers who feel inclined to learn more.

3. Create Trigger Emails

Trigger emails are a great way to keep your brand’s name at the top of your customers’ minds. They are emails that are scheduled to be sent when customers take specific actions on your site. Examples of trigger emails include:

  • Welcome emails
  • Review requests
  • Feedback requests
  • Abandoned cart reminders

If you feel hesitant about starting your own email marketing campaign, then consider reaching out to marketing professionals. While you could take the time to learn about the intricacies of the process, you would save yourself time and likely earn more money by hiring an experienced team.