Email marketing is a kind of direct marketing which uses electronic mail as means of communicating commercial or fund-raising messages to audiences. Email marketing campaigns are essential elements of any marketing strategy. They communicate and build relationships with prospects, gather important data, help boost marketing ROI. As important as these campaigns are for marketers, many miss the mark and continue to fall shorty on the campaigns return.


To build execute and maintain effective email marketing campaigns, the message and avoid the common trap of simply blasting out self-promotional messages. This only leads to recipients hitting the delete button more than opening your message.

Standard metrics are important, but evolve beyond just statistics by exploring all the information available. Pay attention to things like where prospects went on the web site, number of visits, visit frequency, social sharing, and how you can segment them based on their behaviors. You want to make sure you are measuring engagement in addition to traditional metrics.


Many marketers follow the “batch and blast” method of email campaigns. This achieves the objective of sending out email, but it often does not begin a dialogue with your audience. Look to extend the conversation by listening, adding relevant value, and engaging prospects with meaningful communication via email marketing campaigns. Ask for their participation and always include social share buttons to encourage your audience to continue the conversation on social channels.

Consider combining the standard segmentation criteria with behavioral data to create more complex segmentation strategies. Look at data including: who opened the email, whether they downloaded the offer, the length of time they spent on the web site, and what they downloaded while they were on the site. Once you have a better idea of what your different segments find interesting, you can make sure your offers are more customized to fit their needs. Remember email campaigns send out more than communication– they send out a message. Use these campaigns to tailor your messages according to the prospect’s profiles, interests and actions. Consider sending different emails/messages to the different segments of your list when appropriate. Additionally, by making sure you are including value added content, your readers

Are more apt to engage with your emails.