How to write a great email marketing campaign in 4 simple steps

With the ever-growing importance of digital marketing tactics such as social media management and blogs, it’s easy to disregard email marketing as a valid method of generating leads and reaching your audience. Everyone just uses Facebook now, right?

Wrong. Many people think of email as a ‘thing of the past’, but we say differently. Did you know, for example, that 77% of consumers prefer email marketing to any other method? It’s all about getting the right email to the right person at the right time.

But how do you create the perfect marketing email?

Know Your Audience

This first step is probably the most important. Before you rush into creating an email campaign, you need to delve into your target audience to find out what makes them tick. Have they had any previous interaction with your company? What problems may they have which you can solve? These are the types of question you should be asking yourself to determine the type of email your audience will want to read.

TOP TIP: If your mailing list consists of people with varying backgrounds, try dividing the list into multiple groups and sending a different email to each segment. You can segment by location, industry or even how they found their way to your mailing list. Targeting your leads will result in a much higher engagement rate, as you’ll be providing the right information to the right people.

Define Your Aim

When you’re convinced you know your target audience, you should devise a clear aim for your email. What do you want your readers to do when they open it? This could be anything from following you on social media, to downloading a free resource you have on offer. Writing an email with a focused goal in mind will help you to refine your content to engage and entice your readers.

Engage and Personalise

Always keep these two things in mind when creating your email. Personalisation is proven to increase engagement levels, as it makes your audience feel valued and like they’re connecting with a person rather than a machine. Every aspect of your email should engage the reader, from the subject line to the call to action. Consider your target audience and what will entice them, and remember that a lot of people tend to skim emails, so make sure the key information you want them to digest is emphasised, clear and simple.

Education Over Promotion

Finally, remember that you want to educate your audience rather than scare them away with promotional talk. You should aim to add value and be helpful as opposed to going in with the intention to simply sell, sell, sell. If you’ve defined a clear target audience, you should be able to focus your content around solving problems and answering questions.

Follow these steps and you’ll be well on your way to perfecting your email marketing strategy. As with any form of digital marketing, test and analyse your email to see what works and what doesn’t, adapting your strategy accordingly.


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