How to craft a killer email marketing campaign

Email marketing is a great way of keeping in contact with your customers. Essentially your customers are giving you permission to market to them and provide them with up-to-date information about your products and services.


As a brand, your main aim is always about providing VALUE, so how do you craft an email campaign that entices your customers to want to open, click through and enquire about your products or services…


Keep reading and find out how…

Planning Aspects

As with all marketing campaigns, marketing plans are essential. So when planning your email marketing campaign you’ll want to first identify and define your target market this will help you segment your audience.


Look at different customer preferences based on the buyers’ journey and relevant information for them. Or better still give your customers’ preference options of what material they want to receive.  Mailchimp recommends segmenting your audience by creating separate lists for different groups so relevant information can be sent to them.

Determine your message

This is really dependant on the type of business you have. If its product based you’ll be marketing products and product information or for service-based businesses your message will be more based on industry information. Or if its a club or members association it will be specific to that club.

Ask yourself these questions and get clear on what you want to deliver in terms of value.  

  • Who is the target market 
  • What do I want the campaign to do 
  • What does my audience expect when they receive these emails

Campaign Elements

The content you’re creating for your email marketing campaign needs to have a sense of urgency and excitement. Campaign Monitor drives this point home precisely, stating that a sense of urgency needs to be in the main parts of your email this is your subject line, pre-header and in your call to action. 


So lets look at all the different sections of your email template to see the best ways to craft your message. 


The subject line:  

Your subject line always needs to be relevant and interesting to entice our audience to open the email. Craft your copy to get your audiences’ attention, by using urgent language to inspire action to prompt click through, for example, ‘sale ends’, ‘limited time’, ‘this weekend only’. Make it no longer than 5-6 words, always keep your subject lines short and sharp. 


From Label:

With your ‘from’ label, you don’t want to be putting in your name you want to keep it professional and use the company name. Or if you want to personalise it you can add your name you can after the company name. 

Preheader Text:

Again use time-sensitive language to prompt action, for example, ‘Save 50% on perfume today only’ or ‘Not time to wait – 30% discount ends’


Call to Action

Your call-to-action buttons need to stand out and direct the viewer toward action. Use contrasting colours to make your button stand out and again use time-sensitive language. Some examples are ‘buy now’ or ‘Join today’, ‘book today, ‘save now’



Offer an incentive such as a discount, or first offers to encourage your customers to move forward in taking an action toward enquiring or buying. 

Copy & Design

To make your message persuasive it must address three things:

  1. What are you offering – this needs to be displayed in the headline
  2. How will it help the reader – explain the benefits in the body of your email
  3. What should the reader do next – this is your call to action, so make sure it’s enticing

Following general advertising principles, you want to make sure your message:

  • Brief
  • Concise 
  • Easy to read

Divide your content into sections to organise it for quick reading, make fonts no larger than 16px. Get creative, use stunning visuals to attract and draw in interest. You can find free stock images on our resources page. 

Be creative with the formatting of your images and layout, making sure there is lots of white space so that it has a nice flow to it, try not to use no more than 2 contrasting colours, otherwise it may tend to look too busy. 

Optimise for Success

When it comes to improving open rates, click through and lead generation you need to optimise all elements. 

Ensure all components are clickable from images to words everything:

  • Subject lines to CTA buttons; all links should go back to your website or emailing address or product page
  • Hyperlink images and use Alt image and call to action buttons
  • Text links should also be eye-catching
  • There also should be a clickable element toward the top of the email

Social share buttons should always be available as well as forwarding email link. Make sure the text version of the email is clean and easy to read.  

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Review & Monitor

Review and send a test email to yourself and colleagues before you send it, you want to make sure that all the elements are working and clicking through the right landing pages.  Measure its performance by tracking and measuring the results. This will allow you to improve it with tools such as A/B testing. 

Establish frequency & goals

Think about how often you’re going to be sending out emails to your target audience. Set frequency to at least once per month to keep customers engaged. Then schedule a time to brainstorm on what the focus will be on for that month and build a list of different pieces of content or product information you want to showcase. Here are a few ideas to keep it interesting, you don’t want to bore them with the same information, try to mix it up. 

  • Upcoming events
  • Participate in a survey
  • Details or tips on featured products
  • Industry news and information 
  • Showcase content that you think your audience will appreciate.

What to Avoid

To avoid looking unprofessional and completely wasting your time, here are a few pointers on what not to do… 

  • Don’t just write Dear –  always use the recipients’ name 
  • Don’t just write two paragraphs of words with no images – this only makes the email look plain and boring, and would not entice anyone to want to read it. 

You always want to make it as inviting as possible, using images and colour to make it as interesting as possible. 

Spam Regulations

It’s important to remember that, once permission is granted you need to be compliant with the Spam regulations.

To do so you must ensure that all marketing emails:  

  • Identifies you or your business as the sender
  • Contains your contact details
  • Makes it easy to unsubscribe for your customers by having an ‘unsubscribe’ link in the footer of your email. 

Make sure you avoid sending spam by visiting The Australian Communications and Media Authority

Here you’ll also find rules and regulations for spam based on The Spam Act 2003 which sets out the legislation for email marketing.

In Short

  • Always approach your email campaigns with the end view in mind –  CREATING VALUE
  • Format for effect –  use colour & contrast
  • Use stunning visuals
  • Set up goals and frequency
  • Optimise every element to increase lead generation
  • Review and monitor your campaigns to make sure they are hitting the right spot
  • Make sure you’re not sending spam