What is an email marketing campaign?

An email marketing campaign is a digital marketing campaign whereby a key action or message is communicated via email. An email marketing campaign can take place externally from a company to customers, internally from a company to employees or it can consist of both of these.

What is the goal of an email marketing campaign?

The goal of an email marketing campaign is to raise awareness of something, increase engagement or sell a product or service.

Types of emails that feature in email marketing campaigns

Newsletters

Newsletters are the regular emails that companies might send to stakeholders on a regular basis – perhaps once a week, month, or a few times a year. They usually contain an overview of information that companies want to convey to their stakeholders via email marketing.

Promotional emails and announcements

You’ll send a promotional marketing emails as part of your email marketing campaign when you want to raise awareness of something (usually new information, discounts or offers).

Transactional emails

These are updates. They often seem par for the course, however without them an email marketing campaign would be incomplete. Whether you are following a process at work or you are purchasing an item online, it is very important to be kept informed at each stage of a transaction.

How email marketing campaigns work

One email just won’t do for an email marketing campaign. There needs to be at least a few sent out which are connected and advance and/or enhance the message of the marketing email that came before it.

At the most basic level:

Marketing email 1: A new offer for you

Marketing email 2: Did you catch that – we have a new offer for you?

Marketing email 3: Last chance – the new offer that we have for you

How many and how long your email marketing campaign can be is as long as a piece of string.

Marketing email 1: A new offer for you

Marketing email 2: Did you catch that – we have a new offer for you?

Marketing email 3: We’ve added free shipping to the new offer for you!

Marketing email 4: Don’t forget our new offer for you comes with free shipping!

Marketing email 5: Reminder – our new offer for you with free shipping ends soon

Marketing email 6: Last chance – don’t miss our new offer for you with free shipping!

What is the best way to get the most out of an email marketing campaign?

The best way to get the most out of an email marketing campaign is to make an email marketing campaign part of a wider digital marketing campaign. Email can be part of your digital marketing arsenal along with social media, blog posts, printed materials like posters and leaflets, personal letters etc. – technology is your oyster.

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