How to Create an Email Marketing Campaign Strategy: A Guide


Email marketing helps a business reclaim lost time, boost ROI, and improve customer service.

There is a learning curve associated with creating effective email campaigns. But once you get the hang of it, you’ll never want to go back to your former,  less effective strategies.

Are you ready for a noticeable boost in business? It’s time to construct the perfect email marketing campaign strategy.

Don’t worry. We won’t send you on this mission alone. Read the below guide for some help.

The Benefits of Email Marketing

If you’re going to invest adequate time into email marketing, it’s best you understand why you’re doing it. Luckily for you, there are plenty of benefits of email marketing for small businesses.

Personalized Marketing Strategy

Emails are great for a small business because they’re easy to personalize. Adding a personal touch to email campaigns allows consumers and other businesses to gain a better grasp of your company’s values and attitude.

You can make your email campaigns professional-looking with clean fonts and minimal colors. Or you can add touches of humor with funny visuals and bright colors.

Categorized Email Lists

Creating the occasional email for general announcements is great for keeping everyone in the same loop. However, being able to create categorized email lists is a major benefit of email marketing.

You can create lists of:

  • Loyal Clients
  • Curious, Potential Customers
  • VIP Clients
  • Returning Customers

Having access to multiple, distinct lists allows an extra touch of personalization.

Send emails regarding exclusive package upgrades to current clients while emailing potential customers about upcoming seasonal offerings. Don’t forget to regularly update these lists!

Emails Are Cost-Effective and Drive Traffic

Creative campaigns can get to be more expensive than your company thought they would be. Between hiring a creative team, photographers, models, equipment, and more, you’re spending thousands of dollars.

While major creative campaigns are important for companies, a consistent, cost-effective approach to implement is email marketing. Typically, the only things you’ll need to pay for include a subscription to an email service provider (ESP) and someone to manage email campaigns.

Once the email is created and distributed, keep an eye on the analytics. Watch traffic to your site increase by the day.

Creating an Email Marketing Campaign Strategy

It’s time to get to work! There are various email marketing strategies you can try out, each with its unique nuances.

This guide will show you the basics to get started, and then you can add your own touches.

Subscribe to an ESP

The first step to creating an email marketing campaign is finding a reliable, effective email service provider. Finding an ESP with a large array of features is especially important if you’re a small business with an even smaller team.

Most ESPs feature the option to use pre-created email templates, create categorized email lists, check out important analytics, and contact customer support teams. Clarify the features available in a provider’s package options.

If you’re not sure about which package to select, start with a simple package. Ask about an upgrade if it feels necessary for your business. (Don’t forget to adjust your budget to your package option.)

Create Goals

Once you’re subscribed to an ESP, decide on measurable email marketing goals for you and your company.

Goals may include:

  • Increasing site traffic
  • Boosting the sales of a specific service
  • Drawing attention to a product launch

Whatever your goal is, keep it in the forefront of your mind as you create your email. Your goal should dictate the language and call-to-action used within the body of your email.

Track your goals by keeping an eye on the analytics. Check who’s opening and engaging with your campaigns. Make adjustments to your campaign as you see fit.

Build an Email Template

This is the step where your creative skills come in handy. If you’re not a right-brain-oriented entrepreneur, use a pre-created template provided by the ESP.

Many people make the mistake of thinking a complicated, intricate email template is the most interesting to clients. This is rarely the case. Keep it engaging AND simple.

Start With a Header

The header of your email is your way to announce your company and brand. Use your logo or a motto as your header. Keep it consistent across your multiple campaigns.

In addition to a logo, you can also input your company’s contact number and/or address.

Write the Body

The body of your email is the meat of your campaign. It’s where you’ll type out all of the important updates and announcements.

Break up the text by using bullet points, a numbered list, or an infographic. Clients will click off an email if it’s an overwhelming wall of text.

Sidenote: One of the most important email marketing tips we can offer is to not forget white space. White space is negative, empty space that breaks up your body from your header and footer.

Use a CTA

Always include a call-to-action at the end of your email body. A CTA is an easy-to-follow instruction for your client to follow through with.

It may include instructions to click on a link to a new product page or instructions on how to call a phone number to schedule a free consultation.

Once you create your CTA, don’t forget to sign off with a unique signature!

Subject: Capture Their Attention

You may think you’re done once signing your name on the bottom of an email, but you’re not. It’s time to construct a subject line that gets your customer’s attention.

Keep it concise, but don’t skip out on crucial keywords. Use bold texts, funny phrases, or emojis to catch a client’s eye.

Click ‘Send’: Creating an Email Campaign

Take your business to the next level with a successful email marketing campaign strategy. Emails are great for driving traffic and boosting ROI.

The above guide shows you how to create your email campaign. Don’t forget to recruit a second pair of eyes to make edits and suggestions before sending off the final draft!

Do you need extra help with your upcoming email marketing campaign? Vertical Response is here with the best tools and team. Check out our pricing plans to get started today.

© 2022, Chris Duncan. All rights reserved.



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