The Dos and Don’ts of Email Marketing Campaigns

Want to set up effective email campaigns? Here are some dos and don’ts to bear in mind, plus plenty of tips on how to write engaging emails that get a response!

Email marketing campaigns are an effective way to reach your audience, build brand awareness and promote your business. However, creating an effective email campaign requires careful planning, execution, and optimization.

In this article, we will discuss the dos and don’ts of email marketing campaigns and provide guidance for beginners and anyone unsure of how to set up a successful email campaign.


What is an Email Campaign?

Email campaigns involve sending promotional emails to a targeted audience with the aim of achieving specific goals such as increasing sales, driving website traffic or generating leads. Email campaigns are a type of lead generation strategy that can be used for a variety of purposes, including product launches, event promotions, newsletters and customer engagement.


How to Set Up an Email Campaign

Setting up an email campaign involves several steps, including identifying your target audience, creating a message, designing email templates and tracking your results. Here are some essential steps to consider when setting up your email campaign.


Identify Your Target Audience

The first step in setting up an email campaign is to identify your target audience. Understanding who your audience is and what they are interested in will help you create relevant and engaging content that resonates with them. You can even segment your email list based on demographics, interests, behaviors, or other factors to personalise your message and increase engagement.


Create a Compelling Message

The content of your email is crucial in determining whether your audience will engage with it or not. A compelling message should be concise, clear, and persuasive. Use a catchy subject line that grabs attention and entices the recipient to open your email. If there are very specific keywords that people use to find your business, you may want to use them in your content, (learn more about finding the right keywords for your business here). Your message should be easy to read and scannable, with a clear call-to-action that prompts the recipient to take action.


Design Email Templates

The design of your email templates plays a significant role in your campaign’s success. Your emails should be visually appealing and aligned with your brand’s visual identity. Use a responsive design that adjusts to different screen sizes, including mobile devices, to ensure your emails are easy to read and navigate. Include images, videos or other visual elements that support your message and make your emails more engaging.


Track Results

To measure the success of your campaign, you need to track results. Use an email marketing tool such as MailChimp, that provides detailed analytics such as open rates, click-through rates, and conversion rates. Use this data to optimize future campaigns, identify areas for improvement and refine messaging and targeting.

How to Set Up an Email Campaign<br />

The Dos and Don’ts of Email Marketing Campaigns

We’ve been running email campaigns for business for longer than we care to remember and over that time our team have learned the hard way what makes or breaks a successful campaign. We asked for some of their biggest dos and don’ts and added them below to help you avoid some of the common mistakes people make and maximise the effectiveness of your email campaigns.


Campaign To Do List


Segment Your Email List

Segmenting your email list based on your audience’s demographics, interests, or behaviors can help you personalise your messages and increase engagement. Most popular email management systems – such as MailChimp – allow you to tailor messages to specific groups of subscribers based on their preferences, purchasing history or other factors.

Provide Valuable Content

Your email content should provide value to your subscribers, whether it’s educational, informative or entertaining. Your content should also be relevant to your audience and aligned with their interests. At Cash Cow our team love to use storytelling, case studies or testimonials to make their content more engaging and persuasive.

Optimise Your Emails for Mobile

With more than half of all emails being opened on mobile devices, it’s essential that your emails read well on a phone’s smaller screen. Use responsive design, use a clear and concise message and – most of all – ensure your call-to-action is easy to tap on mobile devices.

Do Test Your Emails

A/B testing can help you identify which elements of your email campaigns are most effective. Test different headers and subject lines, length of content and your call to action to see which combination works best with your audience.


Campaign Do Not List


Don’t Buy Email Lists

Buying email lists may seem like a quick and easy way to grow your email list, but experience has taught us that it’s not an effective strategy. Purchased email lists are usually low-quality and the recipients most likely will not be interested in your message, resulting in high unsubscribe rates, low engagement rates and long-term damage to your reputation.

Don’t Overwhelm Subscribers

Sending too many emails to subscribers can overwhelm them and result in higher unsubscribe rates. Find the right balance between keeping your audience informed and not bombarding them with too many messages. Consider their preferences and how often they want to hear from you.

Don’t Neglect The Housekeeping

An email list requires regular maintenance to ensure it remains clean and engaged. Regularly remove inactive subscribers, update contact information and avoid sending to invalid email addresses. This will help maintain your sender reputation and ensure emails reach your target audience.


Email Marketing FAQs

How often should I send emails to my subscribers?
There’s no one-size-fits-all answer to this question. The frequency of your email campaigns should depend on your audience’s preferences, the type of content you’re sending and the goals of your campaign. Consider testing different frequencies and analyzing the results to find the optimal balance.

How can I avoid getting my emails marked as spam?
To avoid getting your emails marked as spam, ensure your they are relevant, provide value to your subscribers and have clear opt-in and opt-out options. Avoid using spam trigger words, such as “buy now,” “click here,” or “free.” Also, use a reputable email marketing tool that complies with anti-spam laws.

Should I include images in my emails?
Including images in your emails can make them more engaging and increase click-through rates. However, too many images can slow down email load times and affect deliverability. Use high-quality, relevant images sparingly and ensure they support your message and align with your brand’s visual identity.

Can I use emojis in my emails?
Using emojis in your emails can help make them more visually appealing and convey emotions effectively. However, overusing them can make your emails appear unprofessional or spammy. Use emojis sparingly and ensure they align with your brand’s tone and voice.

Can I personalise my emails?
Personalising your emails by including the recipient’s name or other relevant information can help increase engagement and make your emails feel more tailored to the individual. Use the data you have on your subscribers to segment your email list and the options in your email management system to personalise your messages to specific groups.

What’s the best time to send emails?
The best time to send emails may depend on your audience’s behavior, location, and other factors. Consider testing different send times and analyzing the results to determine the optimal send time for your email campaigns.

In summary, email campaigns are a powerful marketing tool when executed correctly. By following the dos and don’ts outlined in this article and implementing best practices, you can create effective campaigns that engage your audience and drive results.

If you need further guidance or would like to discuss your email marketing strategy with an expert, why not book in for a free consultation with one of our experts.

Use the form at the bottom of this page to book your call today and take the first step toward creating your next successful email campaign.

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