How to Write An Effective Email Marketing Campaign

how to write an effective email marketing campaign

When it comes to writing an email marketing campaign, there are specific steps that you should follow if you want to be successful. How to write an effective email marketing campaign?

You need to establish clear goals and objectives, build your business email lists choose the type of email campaign that you want to send, create, and design your first email campaign and measure your mail campaign results.

Choose the Type of Campaign You Want to Send

You can maximize the effectiveness of your email marketing campaign by following the ten most common and popular formats of emails. These formats have been tested for years and are practiced by top business people and established companies.

Each format is unique and has a distinctive purpose, which attracts the interest of different kinds of audiences. Whichever the format you choose, each will generate its kind of reaction.


Newsletters are used for company information, upcoming events,etc. The typical format consists of two columns: one narrow column with a table of contents, logos, sponsors, and feature articles and another wider column with stories and original communication articles and materials.

If there is more than one article, then it is better to use section breaks to make it look smart and eye-catching. You can even put a Read More or Learn More button at the end of each article for detailed information for readers who are interested to know more.

Events and Invitations

This type of email is time-sensitive, so you must be aware of the perfect timing. There should be a buffer of at least a month after sending an event and invitation email so that your subscribers can decide and make time to prepare.

Every event and invitation email must contain call-to-action buttons, such as a Save to Calendar button, Register for Event button, which will redirect them to another site consisting of forms and Post-Event Feedback Survey Form button for your company’s convenience.

You can also send your audience event details after the event date to all those subscribers who showed interest in the event. Email, both the attendees and the non-attendees. You may have to send dozens of emails before, during, and after the event, so keep your emails short and to the point.


Promotional discounts and special sales of your products and services usually use the promotions format. You can highlight Limited Edition or Stock Limited products in these emails and get a quick response from your customers. You can also put a call-to-action button like Book Now or Order Now if you are an e-Commerce store.

Setting a deadline on the offer in the email gives the customers that extra push to use the offer right on the spot. Your email marketing campaign will be highly successful if you can make your customers buy products directly from the promotional email.

Press Releases

If you want to share any company information, like the latest business partnerships, new CEO, or new product launches to the local media, then you must follow the press release format of the email. For this kind of email only, you should make a separate email list where there are just a few addresses for the local media outlets.

Press release emails are different than other formats because others will use them as a reference when they show this information on TV or in the newspaper. Magazines and news portals will write an article based on the information that your press release published, so you need to make sure that it is full of valuable information and that it is share-worthy. There are four sections in a press release: the headline, the body, any statement, or quote, and an “about” section.


This is like a press release, but the audience you will send these emails to is entirely different. Mainly the customers and those who are interested in your company’s latest updates are the ones that should get announcement emails.

Announcements could be moving into a new location, product updates, or upcoming product launch information. The announcement emails should only contain  facts and specific information, so there is no need for any call-to-action button.

Holiday Greetings

You can design and use special email templates during the holidays, such as one for Halloween, Christmas, or New Year’s.

Nowadays you can use special HTML or GIF images to make your greeting cards more interesting. Currently, many ESPs allow you to track customer’s birthdays so you can even send them a birthday wish email on their special day. This can help to boost your image and prove that you care about your customers.

Welcome Note

You can set an automated system to send a welcome email to new customers that have recently registered and subscribed to your email service with a simple “Hello X! Welcome to Y”.

The message you can create a friendly atmosphere with your new customers.

Thank You Email

When you reach a certain level and have hundreds of loyal customers that are buying your products and using your services for years, it is important to show them appreciation. Every year or even twice a year, you should send out thank you emails to your loyal customers.

Most of the time, companies send thank you emails on the day when the company itself was founded. It shows you appreciate your customers and it allows them to feel a deeper connection with your brand.

Notification/Reminder Emails

These kinds of emails remind subscribers about any renewal notifications or service reminder notifications. These kinds of emails typically do not require a call-to-action button in the body of the email.

Certifications and Confirmation Emails

You would typically only send this type of email for verification of certain agreement forms and certifications, which require step-by-step tasks. You must make these steps as easy as possible by including several call-to-action buttons. The “I have read the terms and conditions and agree” type of email falls under this category.

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