How to Design the Perfect Email Campaign

Click image to view full size

Click image to view full size

By now, you should have a responsive and user friendly website that is optimized for search engines. You’re (hopefully) using social media to create buzz about your business and gain insight into customer’s thoughts on your business. But how are you keeping in touch with those customers on a regular basis?

If you don’t already have an email campaign strategy in place, now is the time to get one. By setting up a sign up form on your website and capturing the email addresses of potential customers, you’ll unlock an easy and cost free way to boost your sales.

I’ve put together a diagram that will help you design email campaigns that work along with a description for each section to get you started.

A strong subject line

According to this infographic shared by Email Expert, “on average, subscribers receive 416 commercial messages per month.” It should come as no shock that we’ve become accustomed to “tune out” marketing messages, which is why it can be difficult to get subscribers to actually open your email messages if you don’t have a strong subject line. Try keeping your subject lines short and to the point and give users a reason to open your email right there in the subject line. This post from Aaron Gunderson is a great starting point.

More graphics, less text

We’re visual people, and many of us are also using smartphones to view email messages. Paragraphs of tiny text can look intimidating when opening an email message, so try to condense the length of your email by making it more visual. If you have to include text, make sure to use at least 12pt font size and keep it short.

Clear call to action

No email message is complete without a call to action! Your call to action is the phrase that entices the reader to take action – whether that is making a purchase, heading to your website to read a blog post, etc is up to you. Make sure your call to action is easily visible in your campaign and stands out. Remember to always include action words as well! Check out this call to action checklist from HubSpot for inspiration.

Social media links

Adding social media links to all email communications you send is one of the easiest ways to integrate social media into your email marketing campaigns. Add a link at the top or bottom of each email message that links to your business social media pages. You also need social media sharing links – these enable your readers to share a web-based version of your email to various social networks, resulting in more exposure for you.

Unsubscribe button

I know this one may seem a little counterproductive, but nothing will frustrate a customer more than a difficult unsubscribe process. As your email list grows, contacts are bound to drop off if they no longer find your information relevant, or maybe they are just receiving too many emails. Make it easy for contacts to unsubscribe by having a clearly visible unsubscribe button at the bottom of each message. Also, make the process as simple as possible. Nothing is worse than clicking unsubscribe only to have to take extra steps and complete forms to truly be removed.

This list is only the beginning, but it should be used as a starting point for creating well-designed campaigns. After you’ve got your design down, brainstorm content each month and assess what your contacts are responding to and where you can improve.

Bonus tip! Use the Google URL builder to create tracking URLs for each link in your email messages. You can then review how your email campaigns are performing by studying the data in the “Campaigns” section (sub menu of Acquisitions) of analytics. This is a fast and easy way to monitor email campaign success, especially if you have conversion goals set up.

Which of these tips will you be using to re-vamp your email campaigns? Share your thoughts and ideas with me in the comments below or join the conversation on Google plus.

Stephanie Patterson

Stephanie Patterson is the Vice President of Operations at ijenti. She enjoys interfacing with clients to design and manage marketing strategies that suit the unique needs of each business.

More Posts - Website