23/10/2012

By Anthony Wilkey, Strategic Client Director at Emailvision


As consumers continue to be inundated by hundreds of emails on a daily basis, businesses need to prove they understand what their customers want before they can run a successful email marketing campaign. The answer to what your customer wants lies in your data and using what you know about your customer to spearhead your email campaigns - this will maximise response rates and ultimately increase revenue.

Email marketing is always an effective way to deliver a message to your customers. However, sending untargeted emails will get you nowhere with your customers. It might seem simple but companies need to take note and send meaningful and relevant emails if they want to convert them into sales.

There is no universal approach to an effective email marketing campaign, but there are key practices that can be adopted to increase success.

Get to know your customer

Ensuring emails have a positive impact is all down to how well marketers know their customers. Customers are individuals and online marketers need to build one-to-one relationships with them. By developing targeted messages, online brands have the opportunity to impress customers with their knowledge. Companies need to collect customer feedback, measure multi-channel responses and use strategies which help them to understand how customers interact with their brand. Through this personal touch, companies can communicate in a relevant and more engaging way.

Headline and email subject matter

Getting emails opened is not an easy feat and it is one of the biggest challenges a marketer faces with each campaign. Every call to action should reinforce the value in taking that action, so be engaging, create excitement and bring to life the experience your brand encapsulates. This call to action should be delivered in the subject line and reinforced in the content within the email. To ensure calls to action are driving opens, they should be one of the most tested elements of any email marketing campaign and with good reason. It serves as a first impression and the relevance of the subject line will determine whether the email will be opened or will remain lost in the inbox.

Customise your offers

Don’t let customer intelligence go to waste. Previous purchase behaviour and information that customers provide you with over time can be used to create targeted campaigns. Personalising your offers could mean the difference between a click and a sale. It all comes down to what you know; identifying what kinds of communications and offers will be meaningful to your customers and will generate a response from them.

Adapt for customers on the move

Customers lead busy lives so make sure your emails can be easily read and digested, whether at their desk or ‘on the go’. People reading marketing emails on their mobiles on their way to work will behave differently to those sitting comfortably at their desks. So ensure you design email content for mobile brains, not just mobile devices.

Test, test, test!

You wouldn’t buy a car without taking it for a spin, so if you want email marketing success you need to test drive your campaigns. Creating the email is just the beginning, so make sure you test, measure and monitor your campaigns to see how different messages resonate with different customers.


Sending the right messages with the right offers to the right customers is critical to achieving a positive response. Once you base your email campaigns around the knowledge you have about your customer, email has the power to create stronger customer relationships, establish deeper brand loyalty and drive revenue.