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Keys for a successful Email Marketing campaign

With the sending of promotional emails, a lot has changed over the years in direct marketing campaigns. In this article, we collect some  useful tips that are very useful when launching an Email Marketing campaign (and allow you to obtain better results). Also visit The Email shop to know about best email hosting uk

Table of Contents

  • 1 Start from a good database
  • 2 Plan our campaign
  • 3 Definition of concepts
  • 4 Be careful with the wording!
  • 5 Layout
  • 6 Shipping
  • 7 Analysis

Start from a good database

Although buying a database is always an excellent option, the most common is that we start from our own database. And in this case, generally, there are usually outdated records, so it is convenient to allocate resources to keep it updated and up to date.

We cannot forget that the best way to collect a target audience for our campaigns is through our website (questionnaires, for example). They are the ones who will be most interested in providing a real email address and even if it takes longer, they will be of better quality. We recommend that you consult the articles   How to know the target audience of your website  and  When, how and what information to ask your online store customers.

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And if we choose to buy a DB, we will have to make sure that it suits our target audience, because if not, we could anger the recipients or substantially reduce the conversion.

Remember that it is essential to design a fair privacy policy and enable an unsubscribe button in a visible place, to keep the database perfectly updated.

Plan our campaign

Be clear about what objectives we want to achieve, the steps we have to take to reach them. Without proper planning, we won’t get very far.

Definition of concepts

We will have to come up with a good plan to address our audience. Use all your creativity and offer value to the consumer. We have to be brave, even knowing that we will have many cancellation requests.

Be careful with the wording!

We will write a good text and we will not make it dense, with a language for everyone. If we choose the title, make it descriptive and hooky. We have to be credible: the user is intelligent and if the message is too commercial, it will probably end up in the SPAM tray.

For the images and photographs we will try to have our own quality material. In the case of not having it, image banks are a good alternative.

If we are going to translate content and the language is a problem, it is highly recommended to opt for the services of a professional translator

… And, of course, never miss a call to action button


The classic HTML for layout is a good solution, since the use of HTML5, Javascript or CSS will be restricted by the combination of devices, operating systems, screen configurations and mail managers that users use.

To provide some generic recommendations, the width of our composition should exceed 600 pixels. It will not be necessary to attach the images to the message and the correct thing will be to host them on our own server and with the absolute path.

The logical order of the layout is important. Link everything well to a landing page or to your website.

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The shipment

We will do the shipping with good software. There are many free and paid options. Avoid doing them with the typical mail managers such as Outlook and do not rule out even setting up your own delivery platform in the Cloud.

It is more than advisable to enable a generic address to make this type of mailings (for example, ) and when sending, avoid Mondays and Fridays.


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Having the right program to have analysis tools is essential because we will be able to measure the reach that our campaign has had. Some of the data that we can have in accounts are:

  • Bounces or addresses that have not entered the mailbox.
  • Openings that the mail has had.
  • CTR or Click-through rate.
  • Users who have bought, downloaded, subscribed, etc.
  • Spending per customer.