Agile, direct, dynamic, valuable, easy to read and shareability are some of the many characteristics and features an email marketing campaign has. Stablishing an objective, knowing how to measure its success, having an email list, are the first steps for beginning a successful email campaign.

Email campaigns has been proven to be as, various of times, one of the most favorable and efficient channels for achieving goals and high monetary outcomes. According to the Direct Marketing Association (DMA), email marketing makes over a $51 return for every $1 spent. Of course, this type of outcome comes to reality if and only if the campaign focuses on the user’s experience, this means having a fair number of mails sent daily, attractive subjects, clear CTAs, personalization for showing familiarity between the client and brand, and finally, clear copies (texts). 

There are some types of mails that can be sent to your subscribers depending on the action that has been taken or on the goal that the campaign has. There are emails for welcoming new members, company’s announcements, newsletters (updates and news from the company), transactional (sent after an action is made such as buying), among others. The type of email that’s going to be sent must be decided based on the user’s behavior, some of your current subscribers might be on other brand’s email list as well, which is why it is so important to track and consider all moves and interests your public has.

Content Marketing 

Content marketing consists of delivering content of value (relevant, related to the brand and from subscribers’ interests). As all ways and types of marketing, the development of it depends on the campaign’s goals. In general terms, content marketing focuses on attracting customers, satisfy their needs and delight them with the brand’s values for later adding new members to the brand’s community. After the user has discovered that the content delivered can be useful, entertaining, and valuable, they’ll wish to receive more pieces, which is why they provide their personal information.

That’s when email marketing takes place: receiving and holding new members. The content that made the new members interested is the same content that must be delivered through email, this would continue delighting customers, improve subscribers’ experience, strengthen the email list, and increase subscribers’ engagement with the brand (main campaign’s goal).

Some Examples

The best way to know how to be successful in this type of campaign is by learning from the best. Take as example, based on the quality of design, a welcoming email from Uber. Its key point: simple but effective, it contains a clear CTA (download the app), does not include a complex nor large text, and the way they communicate is familiar and friendly. 

Let’s say a company has already an email campaign going on and they’ve lost customers, a way to have them back is by re-marketing. Take as an example Dropbox. They used an emotional tone, with the cartoons alongside with “your Dropbox has been feeling kind of lonely” catches the customer’s attention, a customer service is provided, and it has listed actions that could rejoin them to the email company.

Take this Canva mail as example for company’s announcement, in this case they communicate and announce a new feature they’re offering. They used one of their brands’ values: inspiring, and gave little overviews of what they’re referring to. They are not only notified about the new layouts but also encouraged to give them a try.

These are just some examples of mails purposes and an overlook to how the content could look like, just keep in mind it should always be related to the brand’s graphic identity and way of communication with its public.

Email marketing goes beyond, it includes metrics to measure its success, also some key aspects to keep into account when creating this kind of campaign. However, these were just some few reasons why all brands should include email campaigns into they’re marketing plans, if they’re done correctly, they can produce much more than what was spent and achieve all types of goals. It all reduces to: continue delighting customers with what you’re best at, don’t fill their inboxes with emails, allow a time to enjoy and never forget to achieve goals improving both experiences: own and theirs.