Email Marketing Campaigns that Deliver Results

Creating successful email marketing campaigns is often not trivial and success can be elusive without the right expertise and best practices at your fingertips.  Britt can help you deliver email marketing campaigns that will meet and deliver goals; she can also help you optimize existing campaigns and troubleshoot underperforming campaigns.

There are many uses for email marketing campaigns.  Some of the more common uses for email marketing include:

  • Driving attendance to an event such as a webinar or tradeshow
  • Lead nurture campaigns, or "drip" campaigns used to convert leads to opportunities
  • General prospect and customer communications such as eNewsletters, company updates, product or service updates / feature enhancements
  • As part of an Account-Based Marketing (ABM) campaign

Email campaigns can also stand on their own as an outbound direct marketing channel for demand generation purposes.  

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Email Marketing Best Practices

Regardless to the type of email campaign, here are some best practices to keep in mind:

  • Content
    Keep your email copy brief and scannable, with short paragraphs and a character count of less than 1,000 for the body copy. Write a short subject line that tells the reader what's in the email. 

  • Frequency
    Practice makes perfect – establish the right frequency for your audience to minimize email “fatigue” and to keep deliverability high. Create a campaign schedule to ensure your contacts are not over emailed. 

  • Segmentation
    Use segments to identify audiences that are likely to respond to the goals for your campaign, and build messaging that speaks to their interests. 

  • Personalization
    Use mail merge tags to add personalized content for each subscriber, like their name. 

  • Testing
    Always send a test email before sending your campaign, and test to multiple people. You can also use A/B testing to see what content works best. 

  • Tracking
    Use analytics to track email performance. Some key performance indicators (KPIs) to measure include open rate, click-through rate, and conversion rate. 

  • Compliance
    Stay compliant with national and international anti-spam laws and regulations. 

  • Mobile
    Optimize for mobile, and don't use columns. 

  • Call to Action (CTA)
    Offer a compelling call to action such as premium content, or a free trial in order to capture interest. 
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