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The Four Elements Of A Successful Email Campaign

Monday 1 February 2016

7 minute read

By Thrive HQ

Not sure on how you can improve or update your current email campaign strategy? Breaking down your email campaigns into four key elements/stages will enable you to improve and update your campaigns, as well as increase your open and click-through rates.

Here are Thrive's four stages for dividing an email campaign into manageable chunks and getting more success from your efforts...!

Stage One: Planning

First, create a main goal for your campaign and then a smaller goal for each email.

You won't ever be able to measure the success of your campaign if you don't set goals! 

For example:

  • Main goal: Sell more copies of DVD.
  • Email 1 small goal: Spark interest in DVD (website views)
  • Email 2 small goal: Offer free 10 minute preview of DVD (downloads)
  • Email 3 small goal: 10% off DVD today only (purchase)

Plan the dates and times for when you will send out each email so you can ensure you won't be spamming your readers.

Cleanse your database and make sure you are only sending emails to people who will want to receive them, this will help keep bounce and unsubscribe rates down.

Stage Two: Content

Always write to each person, not to a whole database. Yes, you might be emailing an entire person but you're trying to reach each contact as individuals so speak to them.

Intrigue readers to click onto your email by using bold and eye catching subject lines and use different greetings - preferably personalised - for your emails, not just a repetitive and generic 'hello there' or 'good morning/afternoon'.

Make the content of your email useful to your readers and offer them something of value, such as tips or advice.

Always keep your sentences short and strong as people skim read emails, meaning that the less you ramble, the easier it is for them to grasp the message you are trying to communicate.

Stage Three: Features

Always have a call-to-action, they are the most important part of your email! If you don't have one or, it doesn't stand out, your reader is not going to visit the place you are directing them to, which will stop you reaching your goal.

Use imagery related to the subject of your email. Images stand out and using them for email campaigns makes the whole message more appealing to your reader.

Make sure your emails are always mobile friendly. Most of us are reading our emails on our phone - unless it it 9am-5pm and your readers are at a desk job - so make sure your email can be read in any format!

Stage Four: Measurement

Always look at your metrics and analyse them to determine the success level of your email/campaign.

Don't forget to experiment with different email styles, to figure out the best way to communicate with your readers. Testing options is the only way to discover which method is the best for connecting with your readers.  

Never stop looking for ways to improve! Just because you have had one successful email campaign doesn't mean you should stop there! Always be taking notes of others' campaigns and what works and what doesn't! 

What next?

Now you can use these four elements to start building your own amazing email campaigns that your readers will love (even if it requires a little testing and analysis)!

If you want to know more about the topics in this blog, feel free to arrange a chat with our team. The kettle is always on, so call 0845 838 7517 or email hello@thriveability.co.uk and we'll be happy to arrange a get-together! 

If you're looking to embark on a website build project, whether it's completely from scratch or a site refresh, our ebook will give you the knowledge to make your project as stress-free as possible.

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