What to include in your email marketing strategy

What to include in your email marketing strategy

Email marketing is one of the most effective ways to market your brand. It gives you the opportunity to speak directly to your customers, promote customer loyalty and drive more sales.

Here’s how to get started with your strategy.


Whether it’s driving more sales, strengthening customer loyalty, improving the customer experience or gaining feedback on your business, email marketing can achieve it. Set your goals from the get-go so that you can work towards them and drive results.

Your audience

You can’t run email marketing campaigns without an audience. If you’re just starting out and don’t yet have an email mailing list, you can begin to build your list by installing a pop up on your website, placing a call to action button on each page of your blog, asking your audience to subscribe via your social media channels or running surveys. These methods can also work if you’d like to build an existing mailing list.

Onboarding emails

Effective email marketing will take your user on a journey from the time they sign up to the time they convert. Onboarding refers to a series of one or more emails that are sent to your audience members before they are added to your regular ongoing email sends. Onboarding emails are particularly useful to build trust between you and your audience because they provide an opportunity for you to gently guide them through the customer journey. Perhaps you would like all of your new mailing list members within a particular location or demographic to receive a certain email upon sign up. Onboarding emails will allow you to do this as well as avoid sending emails that are too ‘salesy’ to your new members.

Audience preferences

Whether you have an email sign up widget on your website or a pop up, you can tailor your sign up fields to gather insights about your audience members. Let’s say you run an eCommerce website that sells clothes and accessories. You might add the sign up field “What are you interested in?” and include the different categories of products you sell, from shoes to coats. This information will then allow you to tailor your emails to different people depending on what they are interested in. For instance, if you’re having a sale on shoes, you can send a tailored eDM about the sale to all the people in your list who are interested in shoes.


Testing is the most important way to optimise your emailing marketing campaigns. Most email marketing programs allow you to split test your campaigns. This means that you can set a testing time frame and send one version of your eDM to a portion of your audience, and another version to a different portion of your audience. After the testing time frame is completed, the most popular version of your email will be sent to the remaining people in your list. You can test many aspects of your emails including subject line, time of day, sender name, and your email content – this includes your call-to-action, images, number of links, copy length and writing style.

Monitoring and reviewing

It’s important to remember an email marketing campaign will never be perfect the first time round. Running effective email marketing campaigns comes down to how well you monitor the results of past campaigns so that you can optimise new campaigns to drive success. By monitoring and reviewing your campaigns you can learn valuable insights into what type of content people are likely to engage with and act on. By monitoring what is working well in your campaigns, you can tailor future campaigns to drive better results.

If you would like help running your email marketing campaigns, contact Green Door Co today.

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