How to Write an Email Campaign

Learn how to create an effective email marketing campaign.

An email campaign is a series of emails used to promote your business, products or services. While the purpose of an email campaign can vary from company to company or even from one campaign to another, there are some common features that can make email campaigns as effective as possible.

Instructions

1. Set a purpose. Pick a goal for your email campaign, which is the focus of each email written. For example, if the campaign is to launch a new product, each email in the campaign should focus of the product launch.

2. Personalize the emails. Start each by using the recipient's name. Most contact software programs to distribute email campaigns automate this process for you. Even though the emails may be going out to hundreds or thousands of prospects and customers, you want the recipients to feel as if you are talking directly to them. Avoid using generic greetings such as "Dear Friends."

3. Write a one-sentence introduction. Each email should start with an explanation of what the rest of the message contains. This is usually one to two sentences and should be intriguing enough that it convinces readers to continue.

4. Break up the copy with visual elements. Choose ways to break up the body copy of the email so that it doesn't look like one big mass of text. Using one or two different font styles, font colors, bold or italicized copy are a few options. Pictures and graphics are also helpful.

5. End with a call to action. Each email should conclude with a command (without being commanding) that tells readers what they should do next. It may say something like, "For more information, visit our website www.xyz.com or call 305.555.1111." Whatever the next step is for the reader, tell them.

6. Add information about your company. Be sure that, in a sidebar or at the bottom of the email, you include this information. This may be a two- to three-sentence description of you or the business. It should contain contact information, such as a physical or mailing address, phone number, website address and email.

References

• ThomsonLocal: How to Write an Effective Email Marketing Campaign