Email Marketing 101: How to Run an Effective Email Marketing Campaign

Posted by on November 29, 2011 in Email Marketing [ 4 Comments ]

Email marketing utilizes email to send a message to an audience. Cost-effective and easy to use, email marketing has become one of the most common forms of online marketing. Email marketing can be used for a wide variety of purposes, whether to inform your audience of a new webinar, or to encourage customer loyalty.

Although email marketing campaigns have been utilized by many larger corporations for some time, many small businesses are still shying away from the idea. As a new entrepreneur I will admit, the whole concept seems a bit overwhelming. However, once you really understand how it works and how to run this type of campaign, you will find that it is both simple and worthwhile. Consider a few of these tips to help get you started:

5 Tips for Running an Email Marketing Campaign

Before starting to blindly send out emails to lists of clients, marketers should first take some preliminary steps. The following tips can help you create an effective email marketing campaign.

1. Avoid Looking Like Spam

An important reminder for email marketers is to make sure their emails are not perceived as spam. One tip for marketers is to place an unsubscribe button or link at the bottom of your email; therefore, your recipients have the choice to opt out of the email. Laws and regulations prevent email marketers from indiscriminately sending their emails to lists of people. The penalties can be dire, so make sure you are complying with laws, such as the CAN-SPAM act, when conducting an email marketing campaign.

2. Quality Content

Arguably the most important component of the email is the message. Having a clear, concise message raises the chances that the recipient will read the email. Organizing content using numbered lists and bullet points is another way to make your message presentable. If your email lacks quality content, or has a lengthy, confusing message, then your recipient is likely to delete the email without even reading.

3. Send Test Emails

In order to ensure that your emails look professional and readable, it is advised to send test emails to yourself. The benefits of conducting a test run is that you’re able to see your emails beforehand and make any necessary changes before sending them out to your audience.

4. Use Social Media

If you’re sending email notifications on articles or blog posts, a good way to increase the visibility of your content is to embed social media icons into your emails. Integrating social media into your email marketing campaigns allows your audience to spread your message though various platforms, allowing your marketing campaigns to spread naturally.

5. Use an Email Marketing Software

Oftentimes, email marketers will have to handle large lists of email contacts, sending email to batches of prospective clients. However, it can be time-consuming to craft a personalized message to each contact by hand. Many email marketers use email marketing software to ease their burdens, and make their job easier. There are, however, many choices when it comes to this software, so consider a few of the features to consider when choosing the software that is right for you:

Choosing the Right Email Marketing Software

Email marketing software will automate the tasks of email marketing. However, there is a variety of email marketing software available, so how can a company determine which is best for their needs? By considering the following factors, marketers can make an informed decision when choosing email marketing software.


When choosing email marketing software, customers are mainly looking for software that can effectively run email marketing campaigns. However, many providers also include a variety of features to supplement and enhance marketing campaigns. Some additional features include social media integration, A/B testing, and optimized email deliverability.


Email marketing software can also offer the feature of integrating with different platforms. A few examples of integrated platforms include Twitter, Google Analytics, PayPal, and Salesforce. The usability of email marketing software increases through the ability to integrate with existing applications and databases.


Most email marketing software offer different types of pricing plans. The plans can differ based on a variety of factors, such as emails sent, number of contacts and frequency of use. However, different software can offer a free or trial version so that clients can test the product before making a purchasing decision. Free versions can offer a comprehensive service or will include limitations such as caps on emails or number of users.

To marketers that are beginning to implement email marketing software, it is easy to get overwhelmed. However, there are basic, easy steps that anyone can follow to send an effective email. By crafting a clear message and taking necessary precautions, marketers can ensure that their recipients are likely to receive their emails. For more detailed information on email marketing and email marketing decisions, check out our email marketing buyer’s guide.

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4 thoughts on “Email Marketing 101: How to Run an Effective Email Marketing Campaign

  1. avatararchon

    These are very useful and need to know tips for everyone who plans using Internet marketing to promote his business.
    I and i say this from my own personal experience, think that email marketing is the marketing strategy that offers the biggest return for the initial investment. It is really easy to set up.
    All you need is a good email template to get your potential customers interested and an email database with opt-in email addresses that you can gather on your own or buy from one of the many email list providers on line.
    I’ve been buying my email databases from and so far it is as good as it gets.

  2. avatarRachel Hyun Kim

    You bring up a great point: if done properly, email marketing can provide tremendous results proportional to the amount of work you put into the email message. Thanks for reading, I’m glad you enjoyed it!

  3. avatarRachel Hyun Kim

    Thanks for reading! Your return on investment really depends on the quality of your email marketing campaigns. Keep in mind the tips above for how to create an effective campaign.

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