EMAIL CAMPAIGNS: BEST PRACTICES
We have found this to be the best tried and true strategies distilled down to the most concise no fluff format.
I. Conceptualizing the campaign
Before creating and launching an email campaign, define the following:
What is the campaign purpose?
Promoting a product (via infographic, factsheet, etc.)
Announcing a rebrand
Introducing a new product/feature
Inviting to a newsletter / notification process
Inviting to an event (webinar, etc.)
Requesting a one-on-one call
Who is the intended audience?
Make sure the content is relevant to them
Avoid mass campaigns unless they’re relevant; smaller, targeted campaigns have higher success
Identify and classify contact lists accurately for optimal targeting and results
How are you promoting the purpose?
Microsite / focused web page
Webinar
Factsheet for download
Infographic
Event
Video
Social Media
What is the desired action?
Register for webinar
Download factsheet
Visit website
Sign up for newsletter
Fill out a form
Schedule call with FN rep
What is the promised follow-up?
(A marketing campaign is only as good as the sales follow-up. Warm leads must be contacted in a timely manner for effective nurturing.)
FN rep email
FN rep call
Follow-up email campaign
II. Design / Branding
All campaigns, big or small, should adhere to the brand’s style guidelines for consistent and aesthetically pleasing campaigns.
Header & Footer
Ideally created by designer as a jpeg
Include company name, logo, social media icons
Footer MUST include:
Company name
Address
Unsubscribe option
Signature
General email campaigns may not come from a designated person but some campaigns succeed by personalizing them as from someone. If so, include:
Name
Title
Email
Phone
Headshot (if possible)
General Notes
Avoid lengthy sentences and paragraphs
Use bulleted lists when appropriate
(i.e., have you heard of X product? It helps you: – x – y – z)
Add visuals
Tech Requirements
Optimize for web and mobile (this is a function in Hubspot but worth manually checking to ensure images and design is carried across properly)
III. Content Strategy
>> General Tips
Write concise, clear copy
Speak to audience needs, not your needs
>> Process
Product manager / topic expert provides concept and draft copy
Marketing lead converts it into an implementable email marketing campaign
IV. Campaign Structure
Product / Meaty Campaign
Come up with three main features/points about product/announcement
4 emails over 4-6 weeks
1 – point one and visual
2 – point two and visual
3 – point three and visual
4 – summary of all points and CTA (Call to Action – download factsheet, schedule call, etc.)
Webinar Campaign
4-5 emails over ~6 weeks
Similar idea to above, come up with a few reasons to attend
Include Register button in ALL emails
Highlight topics and/or speakers of note
Follow-up Campaign
1 campaign to those that attend
Hope you enjoyed the webinar, here’s a replay and can we schedule some time to talk?
1 campaign to those that register but don’t attend
Sorry we missed you, here’s a replay, etc.
1 campaign to those that don’t register
Here’s what you missed at our last webinar. Make sure to register for the next so you don’t miss out.
