13 Ways To Create Compelling Email Marketing Campaigns


As a content marketer, you have a lot on your plate.

You’re tasked with finding the best ways to get relevant content in front of the right audience.

While that’s no easy feat, it’s comforting to know email marketing is out there, still one of the top marketing channels for increasing content engagement as long as you don’t make common email marketing mistakes.

Whether you’re a seasoned email marketer or just starting out, the 13 tips in this article will help you craft an email campaign that produces amazing results.

1. Optimize your email for mobile devices

53% of emails are opened on mobile devices. You know what that means? It means if you want to appeal to a majority of your subscribers, you have to optimize your emails for mobile devices. With a top email provider, email optimization is automatic.

2. Make your CTAs stand out

Including a call-to-action can increase conversion rates by as much as 28%. Don’t let conversions slip away by making your CTA hard to find. Using a bright CTA button is a great way to help subscribers understand how to take advantage of your offer.

3. Use interactive content

Subscribers love videos and GIFs. They are fun, engaging, and can increase click-through rates. Take the time to create fun videos and GIFs and include them in your email content.

4. Make signing up a cinch

People want to hear from you. Increase your subscriber rates by making it easy to opt in. Make your subscriber form stand out and only ask for the essentials (name and email address). They can update preferences later.

5. Use preferences to target messages

Offering subscribers an opportunity to update preferences helps you send more targeted and personalized messages. When it comes to personalization, let your subscribers sit in the driver’s seat.

6. Select double opt-in

The single opt-in method may increase the quantity of your subscribers, but it doesn’t do much for increasing the quality. The best thing you can do to increase quality is to select a double-opt in. That way, you know your subscribers actually want to hear from you.

7. Avoid being marked as spam

Another benefit of the double-opt in is you avoid being marked as spam. When subscribers expect to hear from you, they know you are not spam. Go the extra mile and send a welcome email when the complete their subscription.

8. Use dynamic content

Did you know top email providers make it easy to use dynamic content to customize your messages for different customer profiles? Dynamic content is awesome and can increase subscriber rates by 20%.

9. Diversify your content

The use of original and curated content can lead to long-term conversions. When you use them both strategically, it’s a win for your content marketing strategy.

10. Use images

Let’s be honest. Emails with images are just more fun to read. Subscribers agree. 65% of readers prefer image-heavy emails. Remember, an image can speak a thousand words.

11. A/B test your emails

The best way to personalize your messages is to A/B test your content. Best practices are guidelines, but A/B testing is specific insight into what your audience wants.

12. A/B test everything

Did you know you can A/B test nearly everything in an email? This includes subject lines, images, tone, copy, dynamic content, and more.

13. Measure performance

Measuring campaign performance over the long haul can lead you to making better and more strategic marketing decisions. Keep an eye on those metrics to determine what is working and what is not.

Wrap Up

There you have it! These are the 13 guidelines every content marketer should memorize when it comes to email marketing. As a quick review, these guidelines are listed in the infographic below from Campaign Monitor. Print it off and put it somewhere your email marketing team can reference daily.


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