Email Marketing: How to Create Campaigns Your Customers Won't Delete

5 Minute Read

Email marketing may seem like a relic of the past, but it's still one of the most effective ways to reach your customers. In fact, according to recent studies, email is nearly twice as effective as social media when it comes to driving conversions. So how do you create an email marketing campaign that customers won't delete? Below are just some of the most important points that businesses should take into consideration when preparing their email campaigns.

Segment Your Customers Into Different Groups

Start by creating a master list of your current customers, and then divide them into segments based on common traits such as demographics or purchase history. This will allow you to tailor your email marketing campaigns specifically for each group, which can be extremely beneficial when trying to increase conversions. For example, if you have an eCommerce store that sells sports equipment, sending an email campaign about upcoming basketball games to all people in your sports segment is more likely to get results than sending the same exact email campaign to everyone on your list.

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Add Personalisation That's Relevant To The Customer

Personalisation is a great way to increase your open rates, and studies have shown that it can lead to up to a 28% increase in email revenue. However, personalization isn't effective when based simply on the customer's name or email address. In fact, according to one study by Experian Direct Marketing Services, personalised subject lines led to an 18.5% decrease in open rates over time because they became predictable and repetitive.

The key is to focus on personalising relevant content instead of relevant variables like names or addresses. So if you were sending an email marketing campaign about the latest basketball games, customers who view more sports pages on your website should receive emails with different titles than customers who spend more time looking at electronic equipment pages. This will make email marketing more interactive and enjoyable for your customers.

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Don't Be Afraid To Get Creative With Embedded Ad Campaigns

Embedded ad campaigns can be a great way to market other products or services while still providing value to your customers, but they need to be appropriate for your audience. If someone has yet to purchase anything from you, an embedded ad campaign about how great your products are might not have the desired effect.

This is why it's important to tailor embed campaigns to the different segments in your email list. So if you're sending an embedded ad campaign about a new product, try giving customers who have already made recent purchases that are relevant to the product free access before anyone else. This will allow you to reach out to more people without overwhelming them with advertisements.

Give Customers A Reason To Open Your Emails With A Great Subject Line

Email subject lines are like the bait on a fishing hook - they're what entice readers to open your emails. So how do you know which ones will work best? An easy way to come up with different email subject lines for your campaigns is by using your subscribers' actions as inspiration. For example, if one of your customers recently purchased one of your most popular products, sending out an email with that product as the main focal point might be more likely to earn you an open than sending out an email with no focal point at all.


Use A Personal Tone Of Voice That Matches Your Brand

If you try to sound too formal in your tone, it could deter customers from opening and reading your emails. However, if your emails are too casual or childish, it can make you come across as unprofessional. For example, if you own an eCommerce store that sells clothing for children, sending out an email about back-to-school shopping with a formal tone wouldn't be the best way to connect with your customers because that's not how they would speak to their peers. On the other hand, having an informal mailing list is also off-limits because it's not professional enough for most businesses. Try somewhere in between so you can interact on a more personal level with your subscribers without losing professionalism.


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Give Customers Loyalty Rewards & Special Discounts

Add incentives for customers who engage with your email campaigns by offering exclusive rewards and special discounts for those who buy certain products or review their most recent orders. You can also include things like free samples or next-day shipping on larger orders to incentivize customers to make future purchases through your website. Just be sure you're offering them something that is actually valuable! After all, you don't want customers to feel that they are being rewarded for simply reading your emails.

Keep Your Emails Short And To The Point

Don't make the mistake of sending out long-winded email campaigns with too much text - people have already gotten used to skimming through messages on their mobile devices, so concise content is key if you want results! You can always provide more information about certain topics or products in future emails, but make sure your initial emails are easy to read and contain essential information.

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Make It Easy For Customers To Disconnect From Your List

If a customer no longer wants to receive email updates from you, make sure that it's incredibly simple for them to unsubscribe and cut all ties with your company. Putting the unsubscribe link at the end of an email is one way to do this - just be advised that if customers take this route, they may not ever return! In addition, always respect their wishes as soon as they ask to be removed from your list.

Test Different Email Marketing Strategies

Finally, never be afraid to try a few different email marketing strategies before you find one that works best for your business. Some of the most popular ones include writing detailed customer reviews and encouraging others in the community to follow suit, sending out coupons or promo codes during certain time periods, and creating an email schedule so customers know when to expect messages from your company.AB Testing



Email marketing is one of the most cost-effective and targeted forms of online advertising, and when done correctly, can be extremely successful at driving sales and increasing customer loyalty. By following these simple steps, any business should be able to create an email campaign their customers won't delete.

Niall Parfitt

Niall Parfitt

Niall Parfitt is marketing professional with over 20 years experience of working with large organisations to SMEs. Niall runs his own inbound marketing agency, Atlanticus Digital and is experienced in all areas of digital marketing including marketing strategies, Social Media, Web and email marketing.