Key Details To Include In Your Email Marketing Strategy

Email marketing is one of the oldest forms of digital marketing, but it remains one of the most popular for everything from retail to B2B communication.

Emails can offer you direct access to customers who have already shown an interest in a particular product or service, making it a highly effective way of generating further leads and sales.

However, it isn’t simply a case of sending out generic emails to everyone you can.

You will only see true success from your email marketing strategy by planning and preparing for it correctly.

Read on and discover the key details that you need to include in your marketing strategy.

The tips presented in the following paragraphs will help to improve results, which is surely what you are interested in. 

Collecting Emails

The first step in a successful email marketing strategy is actually collecting the email addresses.

This might sound straightforward, but it needs to be done correctly to ensure you are only getting relevant emails that have a chance of generating business.

One of the most common options for email collection is through basic opt-in forms on websites or platforms.

Customers can input their email to receive regular updates and newsletters about different offers and promotions.

These emails are perfect as the customer has already demonstrated an interest in your business.

Giveaways or promotional offers are also effective ways to collect emails.

You can offer these to customers in exchange for their email addresses to be used in future marketing campaigns.

If you do not know what would work best for your target audience, the best thing you can do is ask.

The best source of information for your email marketing campaign is the list you already have.

Offer an incentive for people to give you feedback and you will receive very important data to help your campaigns deliver better results. 

One thing to keep in mind is data privacy laws. Regulations such as the Data Protection Act 2018 have strict rules surrounding the use of data such as email addresses, so make sure you are well aware of these to avoid incurring any regulatory action or punishment.


Once you have collected customer emails, it can be tempting to kick-start your email marketing campaign straight away.

However, in order to see the best results, you must first complete a process known as segmentation.

No two customers are the same. However, many of them can be collated into larger groups based on certain traits or characteristics.

Doing so can help you organize your email lists and, from there, draw up more targeted campaigns intended to reach particular audiences.

For example, customer emails could be arranged by age, gender, location, or broader terms such as customer vs lead or high traffic vs low traffic.

Try to think out-of-the box with your segmentation. Do not just go for demographics.

If you have information about your audience that would be relevant for your campaigns, it is something you want to take into account. 


After you have segmented your email lists, it’s time to start writing the emails themselves.

The last thing you want to do is to send out an identical generic template to every single customer.

Consumers can spot these a mile off and will instantly feel put off by them. They can make a customer feel unappreciated and undervalued, simply a potential sale rather than a real person.

Make an effort to personalize each email, even with something as simple as including customer names.

This will make the recipient feel seen and valued and can significantly boost brand image and reputation.

A/B Testing

Since we talked about personalization, it is also very important to implement A/B testing.

This practically means that based on demographics or the groups you determined to be important in your audience, you create groups within groups.

For every group, you send at least 2 variations of the message. Then, you can figure out which message works best. 

The big advantage of A/B testing is that your conversion rates are going to increase.

And you can test literally everything you want. This ranges from the subject line to the signature. Every little thing can impact both conversions and open rates. 


Email campaigns remain one of the most widely used digital marketing strategies today.

However, they might not be as simple as you would expect. You have to work hard with your email marketing campaign.

If you do not, you are going to get lower results than what is possible.

Use this guide and implement a successful and highly effective email marketing campaign. 

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