Email campaigns are widely popular among marketers, even more widely available, and by far the cheapest in terms on advertising. It’s no wonder, then, that every new business venture is grasping at it for dear life, with mixed results.

The main reason why email marketing campaigns can go wrong is because inexperienced marketers send their offer either too frequently/persistently or during inconvenient times of the day and because they don’t use segmentation and personalization.

It is important to differentiate, however, between experience (and its lack thereof) and poorly devised strategies. There is plenty of testing involved in email marketing and continual monitoring is recommended.

Let’s see how to go about creating perfect email campaigns for customers.

Segmentation and Targeting

The first rule for an email marketing campaign to be successful in the long run is that it must be in compliance with targeting and segmentation.

It’s no rocket science that defining and getting to know your audiences is the predisposition for success. To be able to come up with the finest of email marketing strategies, you’ll also need to listen to customer feedback and try different approaches until you hit a jackpot.

Much and more has been said about email marketing strategies, but apart from generalizations, no one has been able to come up with a one-size-fits-all formula. That’s because it doesn’t exist. There are audiences and audiences and there are also occasions and occasions. The main thing is to stick to your business promise and remain consistent in addressing your audience.

Also, audiences change over time. It’s no drama; in fact, it’s only natural. In addition, new businesses in your industry will come and go. That’s why keeping an eye on the competition is crucial. Note that only successful brands need be considered and, even then, only those that have a similar offer.

To get to know your audience better, start with the subscription form. Keep in mind, however, that asking for too much info is not recommended. To get additional information in an acceptable way, try offering an incentive. The usual ones include access to exclusive material, a free e-book or various coupons and discounts.

Communicate via All Channels Available

Communication has always been the single most important factor determining the success of a marketing campaign. The efforts might have migrated to virtual space, but the core of marketing remains unchanged.

In fact, with all available communication channels, the task has never been easier. Certainly email communication is the first step, but it shouldn’t end there.

There are hardly any successful brands that don’t run social media campaigns and advertise their offer on multiple channels. Firstly, this approach will get more people to see your offer and secondly – it makes communication easier.

Scilicet, it is nowadays common practice to post a question on social media pages of target brands. That’s why the demand for customer support representatives has been rising steadily. The more followers a brand gets, the more inquiries the trend spells.

But, to even get to this point, you’ll need to start your relationship with new customers the right way. Send them a welcome message the moment they subscribe to your newsletters and address them by their name.

It is also crucial to include contact info and an unsubscribe button to every message you send. This will make communication crystal clear for the recipient and will also prevent your emails from being marked as spam when a customer is no longer interested in your offer.

Next on, send a thank you message after each successful purchase and always encourage feedback.

Keep Your Content Stellar

Content speaks volumes about your brand. If your messages are illiterate or poorly devised, potential customers will turn elsewhere, and for a good reason. The same applies to your homepage, but that’s another topic entirely.

When it comes to emails, you should always keep in mind that no matter how stellar the content of the message, if the subject line is not compelling, your message is unlikely to be read in the first place.

Subject lines are the one factor that decides the fate of your message. That’s why they need to announce the offer in a concise way and be cleverly devised as to attract the recipient’s attention. Note that your offer will certainly not be the only one your customers have subscribed to receive, which in plain English means that your subject line has to stand out from competitors’.

First of all, subject lines should be short. Because the great majority of emails are being accessed on mobile devices, word count shouldn’t exceed 9 words and 60 characters. Next on, the message body must expand on the topic.

Competitor Analysis

As mentioned above, competitor analysis can tell you lots and more about successful and unsuccessful strategies. In addition, you can benefit from including the elements the competitors may be missing. One example would be welcome messages. They may be a logical choice, but still not many brands use them – all to their woe.

The easiest way to keep an eye on the competition is by subscribing to their newsletters. Mind the tone of their messages, message design and message elements and – compare offers.


Email marketing is a continual effort, but that holds true for all marketing efforts. It is important to not lose heart if you don’t succeed at first attempt. Remember to experiment until you have your success formula.

Track the success of your campaigns and keep an eye on the competition at all times. Last but not least, listen to customer feedback and adjust your offer as needed. After all, successful brands grow with their customers.