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How To Create Effective Email Marketing Campaigns

diksha
March 4, 2025
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Email marketing is essential for every business. According to a report, 44% of marketing officers state that it is essential for their digital marketing strategy. It is one of the most convenient ways of communicating with customers. Emails help nurture leads, increase brand awareness, and increase ROI.

However, without an effective marketing strategy, emails will not bear any good results. The true potential of email materials lies in providing personalized experience and building strong relationships.

At the same time, the attention span of users is decreasing; hence, it is important to create an email marketing strategy that helps retain customers. In this article, we’ll learn what an email marketing campaign is, tips for creating effective email campaigns, and a few examples of it.

What are email marketing campaigns and their types?

Email marketing campaign is a planned series of emails which are designed to build relationships with customers, promote goods and services, and motivate users to perform a desired action. These emails are sent mostly to users who have subscribed to your brand’s email list or have opted in for newsletters and emails. It is cost effective and helps in creating targeted and personalized emails. It helps in increasing conversion rate and enhancing customer relationships. It integrates with other channels and provides measurable results and useful data. It helps in sending timely messages for immediate results. It is an environmentally friendly and flexible approach.

Several types of emails are used by brands to engage with the customers. Some of these emails are newsletter, welcome emails, promotional emails, re-engagement emails, abandoned cart emails, etc.

Newsletter helps in engaging and informing the users about the latest updates, news, trends, etc. It can be tailored for a specific segment of the audience depending on their interest. It can include blogs, video, and images, etc.
Welcome emails are sent to users who have newly subscribed or purchased a product from your brand. It helps in setting the tone for subscribers’ relationships with the brand. It also helps in informing them about the products.
Promotional emails are created for promoting events, products, services, etc. It can include information about discounts, offers, etc. It also includes announcement emails for new product launches. It helps in generating revenue and building customer loyalty. You can also personalize the email based on user preferences.
Re-engagement emails encourage inactive subscribers to reconnect with the brand. You can also send it to users who haven’t opened your emails in a while. You can also send it to users who have canceled their subscription. It can also be used for gathering feedback from the subscribers.
Abandoned cart emails are sent to users who have left items abandoned in their cart without making a purchase. It encourages users to complete the purchase, you can send them discount coupons and offers, etc.

Tips for creating effective email campaigns

Here are some of the tips for creating effective email campaigns

Ask Permission: You should always ask for permission from the users before sending any marketing emails. Always seek the permission of a subscriber before sending an email, otherwise it might land in a spam folder. You can send transactional emails such as e-receipt, order confirmation, delivery status emails, etc, without the permission of the customer. Also, you should never force your customers to subscribe to fulfill a process. Also never buy email lists. You should inform your users about the content of the email.
Content: 361.6 billion emails were received and sent per day in 2024. This number is expected to increase further in 2025. To make your content stand out, you must create engaging and relevant content. Irrelevant content is one of the driving factors of SPAM rating. To protect your sender score and keep your subscribers happy, you must deliver high quality content. Creating attention-grabbing subject lines which are relevant and hint at the nature of the email. Make sure you use clear Call-to-Actions (CTA) which motivate users into performing a desired action. Keep your email simple and don’t clutter it with too much information. Make sure your email is responsive and provides a smooth experience.
Segmentation: Instead of sending the same content to all the subscribers. You can segment your audience based on their past purchase, interest, geolocation, etc, and create a unique content targeted for that particular audience.
Timing: It is important to send an email at a time when you are sure it will land in subscribers’ inbox when they are most likely to be checking it. To predict so you can consider your user’s geographical area, work schedule, habits, etc. You can analyze the past campaigns to figure out when users have opened emails in the past. You can also split your email campaigns over hours. This helps in providing useful open-time data.
Deliverability: To get deliverability correct, you have to do a lot of experiments and testing. An increase in deliverability can enhance your revenue. To do so, you must monitor the IP reputation score, don’t send to subscribers who haven’t engaged with you in the past 6-9 months, avoid fraud email ids, and contain unsubscribe links in the email, etc. You can ask users to add your sender domain to their address book. Add privacy policy and other important details in the footer. Keep the image and text ratio to a minimum of 50%. Avoid using special characters and all uppercase letters in your email.
Personalize: Personalizing the subject line can increase open rate by 50%. For providing a personalized experience, you must have sufficient data and insights with you. You can personalize content based on real-time shopping behaviour, lifecycle stage, product affinity, etc.
Test: Try A/B testing to find which version of your email resonates with the subscribers more. It helps in improving the open rate and click-through rate. Test one variable at a time, such as subject line, header image, etc. Also run these tests continuously and analyze the performance of these tests. It helps in increasing the engagement rate of the email.
Automate: You can set up an email automation process for smooth functioning and enabling cross-channel marketing campaigns. With the help of automation, you can send meaningful messages across different channels.
AI-Powered Tools: At times, email marketing can be time-consuming from analyzing data to creating an engaging email to measuring its result, it can be time-consuming and may reduce your ROI. Hence, to overcome such shortcoming, you can use AI-powered tools to segment your data, setting up the scheduling of the campaign, optimizing deliverability, and analyzing data.

Examples of Effective Email Marketing Campaigns

Here are some examples of effective email marketing campaigns

Netflix: An average person subscribes to 2.8 streaming channels. While several platforms thrive hard for attention, Netflix has gotten more targeted with its emails. It sent an email which contained a curated list of new shows that a customer might be interested in based on their watch history. It is simple to understand with attractive images and a clear actionable CTA makes it stand out. It also used Netflix’s black-and-red design so that the receipt felt like they were scrolling through Netflix. It shows keeping branding consistent across all channels is important.
Lita Lewis Fitness: The practice of informing your subscribers about the latest updates, launches, etc, before the launch always works well. Fitness expert Lita Lewis did a similar thing when she reconnected with her subscribers and informed them about an upcoming app. It contained a clear CTA and had personalization as if you were communicating with a friend. According to a report, 30.7% of marketers stated that emails featuring a new product announcement have the highest CTR rate.
Starbucks; The use of animation in Starbucks emails makes it stand out from the rest. They tailor their email in such a way that you feel it is exclusive and only you get the special benefit. Emails with images offer a 10% boost in open rate.
Loft: It has sent an email to its subscribers where they asked them for their preferences to provide a more personalized experience. It was a customer-centric email paired with low-friction CTA, making the email simple and relevant.
DAVIDsTEA: Their emails are very engaging, from the header to the images used to friendly copy, etc, work together for creating an engaging email experience. They create personalized emails containing information about the reader’s personalized tea profile. The best part is that it is simple and relatable.

When executed correctly, email marketing can yield positive outcomes. However, if you want to stand out from your competitors, you must seek external guidance. Lumia 360 helps brands in using personalized marketing strategies to boost their engagement and conversion rate and to foster strong customer relationships.