5 Tips for Running an Engaging Email Marketing Campaign

When you receive a promotional email, do you open it and read it? Or is your inbox always filling up with email after email from the same business, resulting in you deleting them all or even unsubscribing?

If you’re running an email marketing campaign, the last thing you want to do is spam and annoy your current and prospective clients with frequent, boring sales messages. In fact, a poorly planned email campaign can affect your email deliverability, negatively impacting your brand image.

Whether you are a B2B Marketer, or a B2C Marketer, a successful email marketing campaign will get recipients to open your email and take action, ultimately helping you generate more leads.

Want to plan a successful email marketing campaign, but not sure where to start? Read on for some tips:


1. Develop a clear, quantifiable goal.

Each email campaign should have a specific goal. Do you want to increase brand awareness? Do you plan to highlight and showcase a new product’s unique features? With your goal in mind, develop an effective strategy to make it happen.

It’s important to know your audience and what has worked well in the past. Build off of previous successes and what your target audience responds to.

We recommend keeping the copy in your emails brief, straightforward, and easily digestible.


 2. Write a solid subject line.

Your subject line is the first text your recipients will see and what will determine if they open your email or not.

Intrigue your readers by making them want to find out more, but avoid using spam trigger words and phrases that will get your message filtered into spam. Overly promotional subject lines that can potentially appear as click bait may be flagged such as “free offer,” “no obligation,” “don’t delete,” “best rates,” and more.

Additionally, don’t use all caps to write words and sentences or multiple exclamation points. It can make your email appear as spam or even look like you’re shouting at your readers.


3. Don’t send too many promotional emails.

Keep in mind that the most successful emails are ones that provide the most value to your audience. Not all of your emails should be promotions or directly product related, which can be mundane and even a nuisance to your readers.

Make opening up your emails fun by including engaging content such as a link to an informative blog, a helpful infographic, an interesting video, or a light-hearted poll. You should also include links to your social media pages, which will make it easier for your readers to connect with you and see your posts.


4. Keep tabs on your competitors’ email campaigns.

Always pay attention to what your competitors are emailing about. Subscribe to their email list for some creative inspiration, and assess ways in which your business can maintain a clear differentiation in the marketplace.


5. Personalize as much as possible.

Personalization is an effective tactic that will help humanize your brand and strengthen individual customer relations. In fact, personalized subject lines and content can help increase click-through rates and conversion rates.

You don’t need to customize each and every email… based on data from your list of subscribers, you can target specific audiences with everything from previous purchases to website browsing history.

Need assistance creating a successful email marketing campaign for your B2b Business, or B2C company? Give us a call at 631-842-4600 to discover how we can help.