The Do’s & Don’ts Of Creating A Successful Email Campaign

Welcome to our latest blog post from us here at Click Through Digital! Based in the picturesque North Yorkshire, we’re dedicated to helping businesses like yours thrive in the digital landscape. One of the most powerful tools in your digital marketing arsenal is undoubtedly email campaigns. When executed effectively, they can drive engagement, nurture leads, and boost conversions. However, like any marketing endeavour, there are key do’s and don’ts to consider. In this guide, we’ll walk you through the essential practices – the do’s and the don’ts – for creating a successful email campaign that resonates with your audience and gets you the results you need.

The Do’s
1. Segment Your Audience:

● Personalisation is Key

Personalisation goes beyond just addressing the recipient by their first name. It involves tailoring the content, offers, and messaging to cater specifically to different segments within your audience. Consider factors like demographics, past purchase behaviour, browsing history, or engagement level. This approach ensures that your emails resonate on a personal level, increasing the likelihood of conversion.

● Targeted Content

Once you’ve identified your segments, it’s crucial to craft content that directly addresses their unique needs, pain points, or interests. For example, if you have a clothing store, a segment of active yoga enthusiasts might receive emails about your latest yoga apparel, while a segment of casual shoppers might receive updates on seasonal discounts.

2. Compelling Subject Lines:

● Be Clear and Concise

The subject line is the gateway to your email. It should provide a clear indication of what the recipient can expect to find inside. Avoid jargon, overly complex language and instead focus on concise and compelling language that captures attention and entices them to open the email.

● A/B Testing:

Subject lines play a pivotal role in email open rates. A/B testing involves sending two different versions of the subject line to a subset of your audience and analysing which one performs better. This iterative process helps refine your approach and ensures that you’re using the most effective subject lines for your specific audience.

3. Mobile Optimisation:

● Responsive Design

With the majority of email opens happening on mobile devices, it’s imperative that your emails are mobile-friendly. This means using a responsive design that adapts seamlessly to various screen sizes, ensuring a seamless user experience across devices.

● Readable Font and Formatting

Avoid tiny fonts or complex layouts that might be difficult to read on smaller screens. Use clean, legible fonts and ensure that the formatting is clear and easy to follow. Break up content into digestible sections and utilise bullet points or headers for clarity.

4. Engaging Content:

● Value-driven Content

Every email you send should provide some form of value to the recipient. This could be in the form of informative articles, exclusive offers, entertaining content, or solutions to their problems. By consistently delivering value, you establish trust and keep your audience engaged.

● Call-to-Action (CTA)

Include a clear and compelling call-to-action in every email. Whether it’s directing them to make a purchase, download a resource, or sign up for an event, the CTA should be prominent, easily clickable, and directly tied to the goal of your email.

5. Consistent Branding:

● Maintain Visual Identity

Graphic design is a key element for the design and layout of your email campaign. Consistency in visual elements like colours, logos, and fonts reinforces brand recognition. It creates a cohesive experience for your audience, making your emails instantly recognisable amidst the clutter of their inbox.

● Voice and Tone

Your messaging should consistently reflect your brand’s personality and values. Whether you adopt a formal, professional tone or a more casual, friendly approach, it should align with how your brand wants to be perceived.

6. Test and Analyse:

● A/B Testing

Experimentation is crucial for optimisation and any digital marketing campaign. Test different elements such as subject lines, content layout, CTAs, and imagery to determine what resonates best with your audience. This data-driven approach ensures that you’re continually refining and improving your email campaigns.

● Analytics Tracking

Utilise tracking tools to monitor key metrics like open rates, click-through rates, and conversions. Analysing this data provides valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and refine your approach over time.

The Don’ts
1. Neglect Permission:

● Avoid Buying Lists

Sending emails to bought lists can result in high bounce rates, spam complaints, and damage to your sender reputation. Focus on building a list of engaged subscribers who have willingly opted in to receive your emails.

● Clear Unsubscribing Process

Make sure that unsubscribing from your emails is straightforward and hassle-free. This not only ensures compliance with regulations but also demonstrates respect for your recipients’ preferences.

2. Ignore Compliance:

● GDPR Compliance:

Familiarise yourself with and strictly adhere to email marketing regulations like GDPR (in the EU). This includes obtaining proper consent, providing clear opt-out options, and accurately identifying your business in the email.

3. Overload with Information:

● Avoid too much text

Resist the temptation to include too much information and copy in a single email. Keep your messaging focused on a specific offer, message, or topic. This prevents overwhelming your recipients and increases the likelihood of them taking the desired action.

4. Ignore Testing:

● Skip Testing

Neglecting A/B testing means missing out on opportunities for improvement. Always test different elements within your emails to understand what resonates best with your audience and drives better results.

5. Ignore Analytics:

● Neglecting Data Analysis

Regularly review and analyse the performance metrics of your email campaigns. This data provides valuable insights into what’s working and what needs adjustment. Ignoring it could lead to missed opportunities for optimisation.

6. Be Impersonal:

● Avoid Generic Messaging

As we said earlier in the blog post, personalisation matters. Generic, one- size-fits-all messaging is less likely to resonate with your audience. Take the time to tailor your emails to each recipient, making them feel valued and understood. This fosters a stronger connection between your brand and your audience.

7. Don’t spam!

Too many emails in a short space of time not only risks the mail provider sending your emails straight into junk but it also risks alienating your audience. Keep your emails to one or two a month (depending on industry, product, service) to avoid bombarding your customers.


By adhering to these do’s and don’ts, you’ll be well on your way to creating effective email campaigns and an email marketing strategy that resonate with your audience and drive results. Remember, it’s not just about sending emails; it’s about sending the right emails to the right people at the right time. Happy emailing!

For more tips and personalised guidance on your digital marketing strategy, feel free to reach out to us at Click Through Digital, we are one of the leading digital marketing agencies in Yorkshire and we are here to help your business succeed! [email protected]

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