How to Launch an Effective Email Marketing Campaign

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Launching an effective email marketing campaign requires some groundwork. In this lesson, you'll learn more about the email sign-up process, how to send a welcome email, and the importance of making a good first impression.

Make a Lasting First Impression

Imagine you've shown up at a very nice restaurant for a first date with someone you've been set up with by mutual friends. When your date arrives, they have flowers, have chosen the nicest table in the restaurant, pay the bill, and offer to provide for your cab fare to get home afterward. On your way home, you realize what a nice time you had, how great the food and conversation was, and you consider accepting a second date.

They've only just met you, but your date has made a lasting first impression with great conversation, good manners, a nice gift, and the promise of future dates on the horizon.

Creating an email relationship from brand to consumer is a similar process. You want to entice people to hear more from you, engage in conversations that are relevant to their needs and wants, and be courteous in how and when you acquire their information and communicate with them.

Here's some more information about starting out on the right email foot:

Email Sign-up

Without a doubt, one of the most beneficial components of your marketing strategy is the use of email to create and distribute your message. Most people are never far from a device, be it a computer, tablet, or smartphone, that gives them immediate access to their email and your messages. In fact, most people admit to checking their email multiple times each day!

The key question is: how do you get inside of your target audience's email inbox? There are many best practices to consider in launching your email sign-up process. Let's take a look at a few:

Place your sign-up everywhere. You want it to be easy and simple for people to sign up for your email communications. That means putting that option everywhere they are likely to see it: on your webpages, social media platforms, receipts, marketing materials, advertisements, order confirmations, and more.

Grab their attention. Consider a special coupon or offer in exchange for an email sign-up, and advertise it clearly where your sign-up feature lives. Give people an incentive and make it front and center in your sign-up process so they know what the benefit is to them.

Protect privacy. Make sure people considering signing up for your newsletter understand that you take their privacy seriously. Consider offering a line such as, 'We will never share or sell your personal information,' to let your customers and prospects know that you will protect their personal information and not allow others to send junk mail their way.

Don't ask for too much. Getting a person's email address is like getting your foot in the door. There will be a proper time and place to ask for additional details about who they are, their shopping preferences, opinions, likes and dislikes. Don't slow down the sign-up process by asking for more than a new email recipient is willing to give.

Consider double opt-in. When people opt-in to your email messages, they are simply saying, 'Yes, I want to hear what you have to say.' A single opt-in can get them through the sign-up process quickly, but a double opt-in might be a better choice because it requires people to confirm their permission to be added to a mailing list. A double-opt in frequently requires not only a sign-up with an email address, but also a second step to confirm that the person wants to be added to the email list. This can be particularly helpful in disseminating your message because you know that people truly want to engage with your brand.

Pre-check or don't. The idea of the pre-check is to pre-select the box that initiates email sign-ups checked during another sign-up process, such as selecting a user name and password for your website. Many people will simply continue to leave the box checked because it goes unnoticed or because they don't want to bother with un-checking it, thus growing your email list quickly. The disadvantage to this method is that, while your list grows quickly, it may not be the quality leads you're hoping for. People who end up on your list because of a pre-checked email sign-up may be less engaged in your messages and lead to fewer conversions and sales.

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