Email Marketing Campaigns: Deliverability, Automation, and More

About 60% of consumers say emails influence them to start shopping. With a strong email marketing campaign, you can reach customers and stay top-of-mind.

Then, you can generate more purchases to improve your ROI!

It’s not enough to create a basic email campaign, though.

Instead, you need a strong email marketing strategy that will set you up for success.

With these tips, you can improve your open and clickthrough rates.

By creating the best email marketing campaigns, you can generate more business than before!

Without a strategy, however, people might unsubscribe from your email list.

You could miss out on sales as a result.

Don’t lose customers! Instead, develop an effective email marketing strategy with these tips today.

1. Create a Lead Magnet

Before you can start sending your email marketing campaign, you need email subscribers.

Otherwise, who will you send your emails to?

Make it easy for consumers to subscribe to your email marketing campaign through your website.

Make sure the subscribe button grabs their attention.

Keep the form short and sweet.

A long, exhausting form could scare off potential subscribers.

Make sure your website loads quickly as well.

Any delays could impact the user experience.

If people get frustrated with your site, they could leave.


When developing your email marketing strategy, it’s important to consider deliverability.

You’ll want to make it easy to deliver emails to your subscribers.

For example, avoid limiting yourself to a single opt-in form.

Instead, use lead magnets on your blog posts.

For example, you can prompt a reader to download an eBook in exchange for their email address.

Adding multiple lead magnets to your website can help you attract more subscribers.

Other elements that can hurt email deliverability include:

 • Sending without custom authentication

 • Sending from a free domain email address

 • Making it difficult for people to unsubscribe from your emails

Are messages bouncing and getting rejected? A high bounce rate can impact your deliverability. If people aren’t receiving your emails, your engagement will drop.

Look for invalid email addresses. Update your email lists regularly as well.

Otherwise, keep an eye on your engagement metrics, including:

 • Spam rate

 • Bounce rate

 • Open rates

 • Clickthrough rates

 • Unsubscribe rates

 • Delivery rates

Studying the data will help you recognize trends. Then, you can make more informed updates to your list and campaigns.

2. Segment Your Contacts

Once you start generating subscribers, you’ll need to segment your email list. Segmentation can help you better understand your target audience. You can create buyer personas and send personalized emails to each group.

Personalization will make it easier for you to connect with your customers.

As you segment your email list, consider:

 • Demographics (age, gender, location, household income)

 • Buying behaviors (budgets, previous purchases, etc.)

 • The customer’s immediate goals

 • Potential pain points

 • Where your customers spend their time

 • How your customers prefer to communicate

Understanding the customer’s pain points can help you determine how you can help customers. Focusing on how you can help them will demonstrate your value. Consumers will continue coming back to your business for help.

3. Have an Objective in Mind

Don’t start creating your email marketing campaign just yet! First, you need to consider your objectives. What do you want to accomplish with your email marketing strategies?

For example, do you want to:

 • Increase traffic to your website and specific product pages

 • Boost online sales

 • Generate more brand awareness and recognition

 • Establish yourself as a thought leader

 • Share your experience and expertise

 • Encourage people to contact you

 • Develop brand trust and loyalty

Your main objective will determine your email content. Otherwise, your emails might sound unfocused.

Give each email a specific call-to-action (CTA). A CTA will prompt people to take action, helping you achieve your goals.

4. Design Your Emails

Design is an important component of a strong email marketing campaign. A blank, basic template could bore your readers. Instead, keep your branding in mind.

Brand consistency across all marketing channels can increase revenue by up to 23%. About 61% of consumers prefer companies that deliver unique content, too. Another 94% show loyalty to brands that are transparent.

As you design your email templates, make sure they match the branding on your website.

5. Use Your Tools

Using the right tools can save you valuable time and money as you develop your email marketing campaign.

For example, consider using automation. Automated emails will trigger based on specific actions.

Let’s say someone abandons their cart on your website. You can send them an email reminding them of what they left behind. You can then close a sale and improve your ROI.

6. Make Sure It’s Mobile-Friendly

Over 50% of consumers access emails from their phones. As you design your emails, don’t forget to make sure they’re mobile-friendly.

You can:

 • Use white space

 • Reduce how much text you use

 • Place your strongest content above the fold

 • Use more images

 • Isolate CTAs

 • Make sure to test your emails on mobile before sending them to your subscribers

7. Strengthen Your Subject Lines

If you want to improve your open rate, you need to create strong subject lines.

First, keep them short and sweet. Get straight to the point so readers know what to expect.

You can also tease your content, tell a joke, or add a deadline to your emails.

Writing strong subject lines takes practice. Use A/B testing to determine which emails generate more opens.

8. Avoid Errors

Everyone makes mistakes. Take the time to review email marketing campaign examples before you send your own. Learn from what your competitors are doing.

Otherwise, review your emails to make sure:

The focus is clear

 • There’s an enticing subject line

 • You’ve segmented your audience

 • You cleaned the email list

 • You added alt text for images

 • The images are crisp and eye-catching

 • The CTA aligns with the email’s goal

 • You’ve avoided jargon

 • You’ve optimized the preview text

 • There’s a return email

 • The preview works on multiple devices

Review the data to keep making informed decisions for your campaigns.

9. Time It Right

Timing is everything. As you start sending your emails, consider your send times. Which times have the highest open rate?

For many industries, Thursday is the best day to send an email. Reviewing your data can help you determine what’s best for your audience.

Move Out

Don’t create a dull email marketing campaign. Instead, set yourself up for success. With these tips, you can develop a strong email marketing strategy for your business.

Then, you can draw in more customers and boost your ROI.


This post may contain affiliate links. Click here for my disclaimer.


Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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