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Email Marketing: The Devil is in the Details

Executing an email campaign is very easy and relatively inexpensive. It's often regarded as "an ideal channel to gather some more leads -- quick and cheap". However, if you put very little thought into planning the details of the campaign, you will do more harm than good in the long term.

Here are some tips to execute email campaigns that work:

  • Segment your list and run more targeted campaigns to each segment. Not only will you avoid list fatigue, but your conversion rates will also be much higher when you target the right people with the right message.
  • Personalize your emails as much as you can. Start with "Dear {name}" and refer to your recipient's industry, job title, area etc.
  • Include value-added content. Don't tell your recipients something they already know but make sure to offer them something new - like new industry research results, a best practices white paper, a seminar featuring a well-known industry expert or customer speaker, etc.
  • Understand the triggers for spam filters and write your content with these triggers in mind.
  • TEST, TEST, and TEST again before you send because the devil is in the details.

Source: Go-To-Market Strategies

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