Email Campaign

Email Marketing is one of the greatest tools that organisations can use to communicate with clients. However, for most organisations, Email Marketing is underutilised. This is mainly due to poor planning and design of the campaign. However, all is not lost, with the following tips, you can design an effective email marketing campaign that will achieve the intended purpose.

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What is the end goal of the campaign?

There are many reasons why businesses communicate with their clients: to introduce them to new products and services, to inform them of any changes within the organisation, to derive prospects who can then be converted into clients, to keep clients engaged and even to solicit for feedback on products, services, the level of customer service and so on. In order to design an effective campaign, you must identify the end goal of the campaign. The end goal informs the content of the email and determines the most appropriate time of delivery.


Who are your target recipients?

For some organisations, there are products targeting people in different levels in an organisation, people from different states, people at different stages of life and so on. The target clientele plays an important role in determining such things as the content of the email, most appropriate language and the number of emails required for conversion. A well-defined target clientele is therefore prerequisite for the success of the campaign.


What is the most appropriate day and time of delivery?

Each target group has its own dynamics including the most appropriate time to deliver emails to them. Poorly timed emails may not be read and if read, they may not achieve the intended goal. There are different research organisations that have identified ways to identify the most appropriate time to deliver emails to clients. This, coupled with the study of the target group over time should help you define the day and time when you should deliver the emails.


Proper spacing

Depending on the goal of the email, sometimes sending too many emails may have detrimental effects. On the other hand, sending emails that are too far apart may mean that your clients have already forgotten the message delivered in the last email. A couple of days, a week or two perhaps are some of the spacing options. If you have client data, you should analyse it to identify any patterns with respect to spacing. Combining this with industry recommendations will give you a competitive advantage.


The subject line

This is the first thing that the client will see upon opening your email. A catchy, intriguing or even surprising subject line can encourage the client to read through the email. A boring subject line on the other hand discourages further reading and if the trend continues, it may lead to loss of subscriptions and clients. Master the art of coming up with great subject lines for different audiences.


For emails that hope to convert prospects into sales, it is prudent to follow up with the client. The follow up email should remind them of the offer and invoke emotions that may lead to conversion. However, bombarding clients and pressuring them will not work.