Tips for great email marketing campaigns

Tips for great email marketing campaigns

If you’re a digital marketer, agency, ecommerce business or blogger; the chances are you’re sending email marketing campaigns. Nobody is perfect, so whether you’re sending to 100 people or 100,000 people this post has something for you.

Take a look at our tips below to begin improving your email marketing campaigns today!

Keep it simple

If there’s one piece of advice we can give you, it’s to keep your emails simple.

A focus on simplicity is not only advantageous for the design of your emails, but for the purpose and function of your email too.

Before you put together your email, it’s best to first decide on it’s purpose. Are you trying to sell a new product? Generate brand awareness? Or share the latest posts from your blog? If you identify your purpose early, you can ensure the design and structure of your email all contributes to your goals.

If the goal of your email is to sell a new product you may want to make that the single focus of your email. Including other stories within the email could dilute your message and draw the users attention to a secondary story.

Make it work for mobile

Put simply, your emails NEED to work well on mobile devices.

It wasn’t too long ago that mobile responsive emails were still being thought of as a ‘nice to have’. Today, emails that respond appropriately to the device they are being viewed on is common place. We’d go as far to say it should be mandatory.

Connecting with the previous point, keeping your emails simple is a great way of making sure your emails are mobile friendly and respond elegantly to different devices. The simpler your email is regarding it’s layout and message, the easier it will be to adapt different devices.

Emails are being read on mobile devices more than they have ever been before. Take a look at the list below and make sure that you are thinking about these things when creating your own campaigns.

  • Use media queries
    • Media queries are snippets of code which allow you to specify different CSS rules for different screen sizes.
    • Use media queries to control how your email looks visually on different devices.
  • Ensure your calls to action and links are large enough
    • Small calls to action or links in a small font will not perform well on mobile devices. Mobile users can find them difficult to click when using their thumb or finger rather than a mouse or trackpad.
  • Remove unnecessary content
    • Using media queries combined with display:none; CSS rules allow you to hide content only on mobile devices
    • Hiding content on mobile can be a great way to make the mobile version of your email campaign as simple as possible for the recipient.
  • Increase your font size
    • Increasing the font size on mobile devices can be a great way to increase legibility.
    • If your primary message is within the written content more than the images or calls to action this is even more effective.
  • Check text in images
    • When scaling down images for mobile devices that include text, be sure to check that the text in those images maintains its legibility.

Use strong calls to action

There’s far too many emails in our inboxes using calls to action which have no impact.

Using phrases like ‘Find out more’, ‘Click here’ and ‘Read more’ provide nothing to your recipient. They inspire no action and have the potential to make your email fall flat and your messages become lost.

Use the following tips to make your calls to action stand out and drive traffic to your site.

  • Ensure your call to action stands out using a strong colour or style
  • Avoid using phrases like ‘Read more’ or ‘Click here’
  • Enhance your call to action with icons and imagery for even more impact
  • Employ social proof such as ‘Join over 200 people who have already downloaded our ebook’
    • Using social proof in the messaging of your call to action will help incentivise a click through whilst demonstrating a clear benefit for the recipient.


CTA Examples


Be smart and segment your data

The days of ‘batch and blast’ email sending are OVER.

For your email campaigns to be successful you should send emails which are smarter, more personalised and more targeted to your recipients.

Segmenting your email database using information such as gender, interests, age groups or purchase histories is a fantastic way to improve the performance of your email campaigns.

Data obtained by MailChimp clearly shows how segmenting your database can improve the performance of an email marketing campaign.

The data in the table below is from sends to over 9 million recipients.

Opens: 14.31% higher than non-segmented campaigns
Unique Opens: 10.64% higher than non-segmented campaigns
Clicks: 100.95% higher than non-segmented campaigns
Bounces: 4.65% lower than non-segmented campaigns
Abuse Reports: 3.90% lower than non-segmented campaigns
Unsubs: 9.37% lower than non-segmented campaigns

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