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Decoding the Mantras of a Stellar Email Campaign

According to Forrester Research, the e-mail marketing industry will soar to $3.1 billion, up from $2.1 billion in 2015. 72% percent of consumers chose email when asked, “In which of the following ways, if any, would you prefer companies to communicate with you?” according to Marketing Sherpa.

But with great Power come great Responsibility; and the responsibility is getting your email reach the mailbox of your audience without falling into the clutches of Spam and ISP filters. So you cannot ‘force’ your campaign on any average Joe, for it will land into the spam folder moments past clicking the ‘Send’ Button and do damage to your reputation as a business.

After years of meditation, Monks from our Monastery finally have attained the answers to attain oneness with your email campaign.

Step-by-Step Guide to crafting the Perfect Email Campaign

Create your list

If you are into medical supplies, it is advisable to have a mailing list consisting of chemist rather than General physician. Hence conducting a research on who your target audience is a very vital and crucial step in planning an email campaign.


Stay Blacklisted / Get White-listed… Choice is yours

Unless your mailing list consists of only family members, you should have permission to send email promotion to anyone, or risk getting Blacklisted. There are many ways to do so, but common 2 types of methods are:

  1. Ask the person to add your email to their known contacts.

  2. Encourage them into joining your mailing list by showing the advantages of joining.

Buzzfeed Opt-in

Buzzfeed makes use of empowering words such as “Settle” and “Less” to motivate people to join

Scoopwhoop Opt-in

Tumblr went the direct way of offering more content on subscribing.

Hola! No hablo ingles!!! Writing International Emails

Talking to someone in their native language brings a sense of bonding with the client, but this effort can backfire if your message gets lost in translation. Also provide proper content according to the location, since sending your latest fur collection portfolio for someone living in Miami beach, FL is a strict no-brainier.

Create an intensive, exclusive incentive

Outside of work, Americans most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%) and even—most dangerously—while driving (18%), according to Adobe.

So unless your content has some meat there is a strong chance that your Click To Rate (CTR) can take a nose dive. Put some incentive that compels your clients to go through your mail and land on your landing page. In tunes to Benjamin Franklin famous words, “An email well read is an email well received.” So make it count.

Handy- Incentives

Handy motivates user to follow them on Twitter to stand a chance to win Prizes.

Innovation is the name of the game

We imagine a situation where-in you have a well extensive list of subscriber list. But what now? Send them the same set of information, ‘lucrative’ deals and you’ll soon observe your mailing list thinning. Even Siri (for iPhone) has a personality, give your email one too. Your readers are human and they should connect with you.

Email is not dead because people want to write to one another, using their email accounts, in more than 140-character bursts,” – Neil Schwartzman, Executive Director, CAUCE

Here’s some divine ways to approach a successful email campaign:

  • Prepare a series of emails beginning with a Welcome Mail to make them feel at home.

  • A Thank You e-mail for a client who purchased some item from your e-commerce site.

  • Promotional e-mails, that keeps them in loop with upcoming updates.

  • A Re-engagement e-mail, in case they stopped opening your mails.

  • A survey mail, in case they wish to opt-out/unsubscribe.

Mailing frequency should set such that your readers should anticipate your next mail and not get bombarded with your mails. Also your readers have an attention span, don’t dump information on them. It’s not what you send but how you present retains your mailing list and keeps them craving for new updates.

Craft your mail in such a way that you start with a bang and don’t fizzle out. Make use of the Email subject and pre-header to deliver what you desire to say in a glimpse. There are many ways to do so:

  • Birchbox has a very innovative Welcome email which combines the intention of welcoming the new subscriber and provides an incentive to ensure loyalty.Birchbox-Welcome-email

  • Handy’s innovative way to showcase their range in a single sentence brings smiles.

Handy Title

  • Dropbox’s welcome mail for their product Paper.


Call-To-Action can be Creative-Tacky-Attractive

The Call-To-Action button or CTA in the mail is the actual Excalibur stuck in stone, not everyone can pull it off (pun intended). A CTA is the point where your marketing pitch turns into prospective sale – the true scale of how effective your campaign is.

Shapes play an important role in making a CTA button attention seeking. Play safe with a rectangular button if your tone of correspondence is professional, but avoid star-shaped or smiley patterns since they are perceived as too-casual.

Color your world: 85% of the subscribers make the purchase based on colors. For instance, Red color known to bring text and images to the foreground can be used for accent color to stimulate people to make quick decisions – a perfect color for ‘Buy Now’ or ‘Click Here’ buttons. At the same time, Blue CTA is used to suggest precision when promoting high-tech products, and to promote products and services related to cleanliness, air and sky, water and sea.

Placement is also crucial when putting a CTA button in your mail. Keep it on top and it can be lost in the fold, place it at the bottom and it can be missed by the reader, place in the middle and it’ll distract attention from main content. If your mail contains images then safe bet is to place it below the image since human brain registers images faster than text.

CAN-SPAM or Cannot Spam… that is the question

The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) Act of 2003 empowers recipients with the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.


So Beware!!! For every single email that violates the CAN-SPAM Act, the FTC will fine you $16,000.

No one likes there mails mismistyped, mis-splet and mis-aligned

Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type. (eMailmonday). Also, you get up to 3 seconds to catch someone’s attention and if you do a good job of that, they will spend more time and read more.

Considering the above two facts, it is really important that your mail has gone through proper spell checking and no matter what email clients they use, your mail should be properly rendered across all devices – courtesy breakthrough tools like Litmus and Emails on Acid. Our Monks provide beautiful e-mail templates thoroughly coded, with alt-text and fallback support, such that your mails never lose their sheen when opened.

Re-engage with patrons

According to a 2014 Forrester Research report, “One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer”. At the same time according to Marketing Sherpa 75% of email subscribers are inactive. So, there are a chances that you start out with a strong subscriber-base of 1000+; but your CTR can drop to a few hundred by the end of year (Hypothetically, we pray that it doesn’t) and when it happens it’s time to re-engage with your readers.

But, what forces subscribers to Disengage?

  1. Overload of information with overdose of emails
  2. Deceptive subject lines with no real value in the offer
  3. Confusing design without proper hierarchy
  4. Not optimized for mobile
  5. Repetitive or irrelevant content
  6. Prefer obtaining information from alternative source (Everyone’s nightmare… Competition!!!)
  7. Change of circumstances like job, re-location, interest in the topic

A good way to know what hurdles you face and understand your subscriber, is to send a feedback form at regular intervals. It helps the reader feel important and get you honest responses.

Email Deliverability – Rubber ball bounces, your email shouldn’t

Bounces aren’t good for your email list, because of the negative impact on deliverability and the success of your email campaigns. If some addresses continually bounce (due to Mailbox Full or Auto Reply/Soft bounces), it may be time to either remove from your list, but allow the contact to be added again, or include them to Do Not Mail List will make sure that the contact can never be added again (in case of non-existent email address or Blocked Contact)


E-mail marketing campaign is a very powerful tool. Marketers consistently ranked email as the single-most effective tactic for awareness, acquisition, conversion, and retention. – Gigaom Research.

  • Think like a gardener, a proper pruned list in form segments shall yield fruits later.

  • It’s Black or white. Ask for mailing permissions to avoid Blacklisting.

  • Provide an incentive to attract newcomers

  • Pre-header and Clever Subject-line can help a lot.

  • Call-To-Action should actually call.

  • Take heed of CAN-SPAM rules.

  • Take time to correct mistakes now than loose a customer later.

  • Drop the drop rates. Research, Review and consult your list.

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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