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An email marketing campaign is a coordinated set of individual email messages that are deployed across a specific period of time with one specific purpose. These specific purposes or calls-to-action (CTAs) can include the following: download a white paper, sign up for a webinar, or make a purchase.
Each email requires a well-written subject line, focused content, and a specific call to action to achieve the campaign’s goal.
Just as with most digital content, a subject line should strike a balance between informative and intriguing, inducing people to click without over- or under-promising on what’s inside. Those that don’t accurately represent what’s inside will be judged accordingly.
Focused content should be content that is relevant to both the overall concept of your email marketing campaign as well as to your audience as a whole. In many email campaigns, marketers may choose to use dynamic content to appeal to different segments within their audience.
Good email marketing campaigns typically include one main CTA with the possibility of a secondary CTA. Your CTA buttons should be clear and bold, without overwhelming or taking away from the messaging itself.
Email campaigns are often sent through email service providers, like Campaign Monitor. Typically, you will want to segment your audience to be sure that each segment is receiving personalized content that is relevant to their specific interests or needs.
Email marketing campaigns can be a one-off send or can expand to a series of messages that are sent over a certain timeframe. However, with multiple messages, it’s important to stay consistent with your overall concept, even if your CTAs are different in each message.
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