How to Build Better Email Marketing Campaigns

Use the Right Data to Build Out Your Target Audience Email List

A great email marketing campaign can only go so far unless it has an equally great email list to match. To ensure that your email list is up to par, it’s important to regularly update your database with the latest information pertaining to your customers and prospects. 

To take your list to the next level, consider partnering with a digital marketing agency that can help you pull data pertaining to your target audience to make sure that your list is made up of relevant, quality prospects. 

For instance, if you’re an auto dealership promoting a new SUV model, you could specifically reach out to consumers who are in-market to purchase an SUV. Or, if you own a home improvement store or work in real estate, you could target Latino audiences who over-index when it comes to these categories.

Check out the chart below for more info, or read our post about the benefits of connecting with Latinos via Hispanic digital marketing.

Plus, learn more about how we use our audience data here!



Reach Your Target Audience at the Right Time 

Reaching your target audience is just the first step. Next, you will also want to consider the appropriate time to reach them. While practically everyone has email, knowing email marketing best practices can help you get a leg up on the competition when it comes to your campaign’s engagement. 

Depending on your objective, it may make more sense for your business message to arrive in your potential customers’ inbox bright and early -- or later in the day. Speaking of your objective, what do you aim to accomplish with your email campaign? Is it gaining new customers? Establishing brand awareness and trust? Maintaining customer loyalty? 

These factors will all play a role in the type of messages you’ll want to send your email lists, ranging from promotional emails, informational newsletters, reminders, customer surveys, and more. 

With the proper email marketing software and/or digital marketing team by your side, you can track your progress to gain further customer insights and optimize accordingly for the best results possible. 

Optimize Your Email Marketing Efforts 

Knowing the right metrics and optimization strategies to look for is crucial to taking your email marketing campaigns up a notch. For instance, it’s great if your email marketing campaign received a high open rate, but did your recipients actually take the time to read your email’s content or click through to any of the links provided? 

These days, people don’t just open emails on their desktop -- roughly 46% of all email opens occurred on mobile in 2020. With a higher number of emails being opened on mobile devices, optimizing your email marketing campaigns across all devices is essential. 

Take a look below to see an example of a marketing email optimized for mobile done the right way. Huckberry, a company that specializes in active gear, sent a promotional email that was both visually captivating and easy to scroll through featuring high quality images and a mobile optimized design.

This specific email highlights their new “Waxed Trucker Jacket” product and provides a simple yet interesting description that paints a picture for the reader. Plus, the dark text contrasts the white background, making it both easy to read and aesthetically pleasing. 

As you can see, emails optimized across devices can make a positive impression and result in better email marketing campaigns. However, unappealing or ineffective mobile design layouts can turn potential customers away and start off on the wrong foot. Which brings us to our next point...

Refine Your Email Marketing Design 

The average office worker receives about 121 emails a day -- that’s a lot of information to sift through! While it may be tempting to create flashy email templates to compete for their attention, this strategy often has the opposite effect by adding to the noise and getting lost in the mix. 

Working with a graphic design team to streamline your email marketing design can go a long way in making your email campaigns more engaging, effective, and professional -- and help your business stand out from the crowd.

Plus, consumers will appreciate the refreshingly simple, aesthetically pleasing design which can add to their overall user experience and make them more likely to support your business. 

Curious about the email marketing services we have to offer? Click for more info. 

Engage Your Audience with Compelling Subject Lines and Copy

Along with design, copy is another one of the important creative elements that plays a role in successful email marketing campaigns. With consumers receiving so many emails, emails with the catchiest subject lines and calls to action will stand a much better chance of being opened. 

Working with expert copywriting teams at a digital marketing agency can be a great way to ensure your email marketing campaigns are in good hands. By understanding your offerings and objectives, they can assist in writing copy that will encourage consumers to take action -- every word counts! 

When it comes to the content itself, try not to over complicate things. Put yourself in your reader’s shoes. Short and sweet copy is easier on the reader, and being mindful of their motivations to purchase can make them that much more likely to buy. 

For instance, McDonald’s didn’t become a household name just by selling burgers -- there were already plenty of burger shops around. They were able to distinguish themselves from the competition by providing more convenience and evoking positive emotions for their customers. 

By thinking of what would motivate consumers to buy your specific product or service and remembering your unique selling proposition, you can then create better digital marketing campaigns around what makes your business stand out. 

Get Inspired by Successful Email Marketing Campaigns

Chances are, you receive promotional emails on a regular basis. To see examples, both good and bad, getting inspiration can be as simple as taking a trip to your email inbox. As you look through emails, you might start picking up on common themes to see what works well and what falls flat. 

Plus, feel free to take a look at our success stories to see the range of services we offer and the success stories we’ve had using a variety of digital marketing strategies for our clients.

Want even more inspiration? We’ve got you covered -- below are more example emails for additional pointers! 

This email from eyeglasses retailer Warby Parker is simple, yet effective. It’s helpful for the reader in that it reminds them that their glasses prescription will be expiring soon, and it conveniently lists links to their site to shop for a new pair of glasses. 

Trulia is an online real estate marketplace. Their informational email newsletter provides relevant information and links to articles that home buyers and those thinking about buying a home may find helpful throughout the home buying process.



Emails sent to check in on existing customers can also be a great way to build a successful email marketing campaign. By encouraging consumers to reach out with any questions or learn about updates, businesses can nurture customer loyalty to let them know they’re available to help. Check out this example from RCN, an internet service provider that wanted to remind their customers about safety during stormy weather. 



Hire a Digital Marketing Agency to Get Started 

The world of email marketing can be daunting -- but it shouldn’t have to be. Consider hiring a digital marketing agency to eliminate the guesswork and elevate your digital marketing campaigns. 

If you’re not sure what to look for, check out our article to learn how to pick the best digital marketing agency for your business. (LINK)

Feel free to contact our expert digital marketing consultants or find a location near you to discover how to get started. No matter where you’re at in your digital marketing journey, we’re here to help. 

General questions or comments? We’d be happy to hear from you -- contact us here!