The ideal email campaign: a step-by-step guide

Every great campaign has a great strategy behind it, whether you’re talking about winning a trophy or sending emails. Setting out exactly what you want each email to achieve is important, as is knowing what to do to maximise your conversion rate. Follow these handy tips on what makes an ideal email campaign, and you’ll see your numbers start to improve almost immediately.

Step 1. Know your audience

While your email campaigns are focussed on increasing engagement with your own business, it’s important to think about what your readers want. Who are they? Why might they click on your email – and why might they consign it to their junk folder?

The first step of any email campaign is to think critically about what you can offer your readers. Each email you send should offer them something of value, so it’s worth their while to read it. Ensure the emails you send are relevant and think about different kinds of content you could include within it. You could even try out an integrated campaign approach, using email and social media alongside traditional marketing materials.

Step 2. Make every email matter

Once someone is on your mailing list, that doesn’t guarantee their engagement with your brand: it’s easy to click “Mark as Read” without ever actually opening your message. So, it’s important that every email you send has something important to say. Quality in your mail-outs is key: consider how often you will be able to send messages which add value, and don’t be tempted to over-do it.

Depending on your client base, they may be more or less inclined to open content which comes frequently: a business focussed on giving fast-paced industry news updates will have an audience that expects more engagement than that of an upmarket boutique. Consider your audience’s needs, as well as how often you can realistically create top-notch content that adds value.

Step 3. Keep it short

Your email is designed to attract customers to your site: you need to convert readers into potential leads by getting them to click on links. You can do this by providing short, pithy descriptions for all featured content, piquing your audience’s interest for more. This directs traffic to your site and makes your emails far more streamlined than if you’d included entire blog posts.

Compelling copy is vital for persuading readers to click the links presented, and clear call-to-actions help signpost where readers should click. Visually, all Winbox campaigns are designed to optimise click-throughs to your site. That means content is your primary concern: every sentence counts.

Step 4. Show subscribers your value

Proving you have a variety of valuable content will persuade people to convert their email open into a page view. Lay your email out in an easy and appealing way so readers can quickly scan it and determine which content is most valuable to them.

It’s important to think about format. Try moving away from traditional blog posts, and including videos on your site to broaden appeal and provide an instant hook. More than half of marketing professionals around the world think video has the best ROI of any content, so it’s worth considering - and easier than you think. Other valuable content includes industry or company news, featured products, infographics, offers or discounts – anything which could provide a boon to the person reading, be that through gaining information or saving money on your services.


So, what have we learned? That the ideal email campaign is targeted to your specific audience; that it strives to provide them with top-quality content; that tantalising titbits persuade readers to click; and that content should be as diverse as it valuable. For more great ideas on optimising your email marketing, check out the Winbox blog or get in touch with Marc.