Email marketing campaigns defined

How are global business leaders using email marketing these days? According to research at Gartner, 44% of Chief Marketing Officers say that email marketing is essential to their overall digital marketing strategy, allocating nearly 8% of their entire digital marketing budget to email. Customer behaviours and preferences are changing more often and more dramatically, than ever but email marketing remains one of the most reliable ways to reach them.

An email campaign helps you nurture leads through targeted content, driving customer engagement and conversions. But what content should you include? When and how often should you send email? How do you identify who is engaging with your messaging? What email marketing software do you need?

The true value of email marketing lies in building personalised, agile email campaigns that can build those relationships and engage your audience—even if an individual email might go unread. Let’s break down what makes up an email campaign and what makes a good email campaign, as well as some best practices for creating, maintaining and monitoring them.

An email campaign is a co-ordinated effort to deliver a sequence of emails that contact multiple recipients at once. The goal of an email campaign can vary. Maybe you have a product to promote or a new special offer. An email campaign is a great way to communicate updates like policy changes or a loyalty programme. And don’t disregard the broader benefits, like nurturing customer relationships, increasing brand awareness or driving traffic to your website. To be successful at it, you need to plan thoughtfully, tailor messaging and use analytics to iterate on your strategy.

To be effective, consider the following:

Have a clear objective that defines your purpose and desired outcome. Think of this as your campaign guide that focuses your big-picture communication.

Segmenting your audience is when you target content to specific groups. Craft compelling content that captures the eyes and ears of your audience - this includes adding the kind of personalisation that forms a sense of connection.

Strategic timing. It seems like a small thing, but the timing of when emails arrive in inboxes actually increases the likelihood of opens: A flash sale on Friday afternoon may catch recipients as they plan their weekend shopping, leading to higher conversions. And a mobile-friendly design improves accessibility and user satisfaction.

Using experiments like A/B testing is a good way to optimise your campaign. Clear calls-to-action (CTA) is the language that guides recipients toward your desired action, whether it's making a purchase, subscribing or downloading content.

As with any strategy, there are a handful of ways to frame your email campaigns. Below are some of the kinds of email campaigns you might use depending on where you are in your sales funnel.

A welcome email series, for example, is your chance to introduce prospects to your brand, set expectations and encourage engagement. An example of this is when a new user who, upon signing up for a subscription-based delivery service, receives a welcome email series that goes beyond the typical confirmation message. The subject line is tailored and the email addressed using the customer's name. The body of the email is friendly and informative.

Promotional campaigns are focused on highlighting specific products, services or special offers. Maybe you already have your list of subscribers. Now is the time to drive sales and generate revenue through compelling promotional content and exclusive deals. The emails you receive from your favourite fashion retailer in spring for its annual summer campaign are promotional. It’s when their marketing team executes on their plan for a series of emails with exclusive discounts on the latest summer fashion trends.

A transactional campaign is triggered by user actions (e.g., purchases, sign-ups) and provides essential information like order confirmations, delivering details and account updates. Let’s say a customer purchases outdoor gear online for an upcoming hiking trip. The first email might be an order confirmation with a friendly message, followed by a different email with an encouraging message about delivery details. Information is relevant and timely, which builds trust that the customer’s adventure will be smooth and stress-free.

Sometimes subscribers take “time off.” A re-engagement campaign rekindles interest and brings customers back into loop through special offers, personalised content or incentives. Example: I abandoned an online shopping basket today. (After texting back and forth co-ordinating with my family about a group trip, my session timed out.) An abandoned basket campaign targets users like me with an email reminder of an incomplete purchase.

Event and announcement campaigns are exactly what they sound like: Informational emails about upcoming events, product launches or company announcements. They’re a great way to generate excitement. Example: A small local bakery preparing for a grand reopening after renovations. For their campaign, a first email may tease the upcoming changes, the second could reveal a sneak peek of the renovated space and the final email could announce the reopening date with a special promotion.

Let’s dig a little deeper into the steps to get started.

1. Identify your target audience. Ask yourself how well you understand your customer demographics. Do I know my target audience's preferences and behaviours? Am I using data analytics to properly segment my audience? When you consider factors like age, location, purchasing history and engagement levels to create personalised campaigns, your messages will resonate that much more.
2. Crafting messaging. If your message is concise and easily understandable, it should clearly convey the purpose of your email. Your audience has particular interests and pain points, so address them all and make it relevant to individuals’ needs. Finding that sweet spot between informative and persuasive content is key to driving engagement.
3. Design a visually appealing email. If I’m an online fashion retailer, I could incorporate vibrant images of the latest collection, maintaining a consistent colour palette with clear, stlylised fonts that reflect my brand's personality. I will definitely use high-quality images or graphics and use a pleasing font. A clean, mobile-responsive layout is a must. When your visitors view seamless and visually pleasing content, they’re more likely to engage.
4. Personalise, personalise, personalise. Address recipients by their names and use their past interactions and preferences to customise your emails. A personalised greeting with suggested items related to a customer’s interests shows respect and creates a real connection.
5. Segmentation is when you divide your email list into smaller, targeted groups based on specific criteria like age, location, gender or job title. If I’m a travel company, I could segment based on my audience’s travel preferences, sending beach holiday promotions to subscribers who have previously shown interest in beach destinations and ski trip offers to those interested in winter getaways. Details like purchase history, website interactions and email engagement all matter. You can even segment based on the lifecycle stage, where you categorise subscribers based on where they are in the customer journey—whether they’re new leads or active customers.

Setting objectives for your email campaign is your roadmap for your campaign. Let’s say you're launching a new product. By setting a specific goal, such as achieving a 15% conversion rate for product purchases within a month, your team can tailor the campaign to emphasise product benefits, include limited-time offers and segment the audience based on potential interest. You can only measure the campaign's success against the predefined metrics when you’re clear on what you want to achieve.

Maybe your retail business is launching a holiday promotion. By analysing engagement rates, you can identify a specific product with the most interest. With that data on hand, you can decide to extend the promotion on that product. Bottom line: Analysis helps you to make informed decisions and refine strategies in future campaigns.

Managing my email calendar is an important element in managing my campaigns. (I put a lot of energy into maintaining a consistent schedule.) And organising my campaigns with a calendar tool helps me reign in email fatigue. I don’t want my subscribers to feel worn out by too many promotional emails in a short period and the only way to make sure is to plan it all out.

Believe it or not, there is a “right way” to approach segmentation and personalisation. To get a nuanced understanding of your audience, use data analytics to identify demographics, behaviours or preferences. Does a significant portion of your audience prefer eco-friendly products? Looking at data will tell you if there is a specific segment for targeted sustainability-themed campaigns.

You should also be tailoring content dynamically based on user data. Look at how online streaming services personalise recommendations based on viewing history. This creates a more engaging experience. And on that note, implementing automated campaigns triggered by specific user action is vital. An online course platform sends personalised course recommendations to users who have recently completed a module. This demonstrates a thoughtful strategy and increases the chances of involvement.

By setting up automated email workflows, you can more easily nurture leads, onboard new subscribers or re-engage inactive customers without constant manual intervention. You might implement a drip campaign to welcome new subscribers with a series of automated emails introducing the brand and its value. From there you gradually encourage a first purchase. Personalised customer experiences that save you time? It’s a win-win.

Co-ordinating your email campaigns with other channels like social media or SMS (short message service or text messages) will enhance your marketing efforts. Just make sure you deliver a consistent message across channels to reinforce your brand identity and increase audience engagement. Promoting a sale through both email and social media allows for broader reach and reinforces your message.

All of these tips are made easier with AI tools that can analyse large datasets to identify patterns in customer behaviour. So everything we’ve talked about - segmentation, personalisation - can scale faster. Targeting is more precise, which improves overall campaign effectiveness.

If you want to stay relevant and maximise results, make it a priority to continuously iterate and improve. Regularly analyse performance metrics, gather feedback and adapt strategies based on evolving customer preferences and industry trends.

Measuring the success of your email campaign involves tracking key performance indicators (KPIs) and analysing data to assess impact. Here's a breakdown (with examples!) of how key metrics for evaluating and understanding your email campaigns work:

Click-through rates (CTR): CTR measures the percentage of recipients who clicked links within your email, indicating engagement. Example: An online retailer improved CTR by 20% after optimising product images and simplifying their call-to-action buttons.

Conversion rates: These track the percentage of recipients who completed your desired action, such as making a purchase or filling in a form. Example: A subscription box service increased conversion rates by 15% by refining their email content.

Bounce rates: These indicate the percentage of undeliverable emails, revealing potential issues with your email list quality. Regularly clean your email list.

Unsubscribe rates: These measure the percentage of recipients who opt out of receiving future emails, reflecting disinterest. You can adjust email frequency to play with the decrease in unsubscribe rates.

List growth & engagement metrics: Tracking how your email list grows and engages over time will give you insight into your retention strategies. Example: A fitness app uses exclusive offers and records a 30% increase in list growth over a three-month period.

Email deliverability and/or spam complaints: Ensuring emails reach the inbox (deliverability) and monitoring spam complaints is crucial for maintaining your positive sender reputation. Make sure to regularly authenticate emails and address spam complaints fast.