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How to create a successful email marketing campaign in 2023


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Yes, rule #1 in 2023 is 'Don't SPAM!' The deluge of clutter within inboxes is the greatest barrier to your outreach. This may surprise you, or maybe not given all the spam, but email represents 1/3 of all online activity. It’s no wonder that businesses continue to turn to this channel in droves to reach their target audiences. But simply blasting an email to your list is not enough to guarantee success. In order to create a successful email marketing campaign, you need to keep a few key things in mind. Below are some tips to help you develop a solid plan for a successful email marketing campaign in 2023.



Figure out your goals - what do you want to achieve with your email marketing campaign?


Email marketing has become an essential sales conversion strategy in today’s digital age, but it's easy to get lost in the process and overcome all the clutter. Before launching your next campaign, take a moment to figure out exactly what you want to achieve. Do you want to increase the open rates of your emails? Are you looking for more effective email tactics? Consider letting the goals you set drive your campaign so that each email includes powerful messages that engagingly express what it is you aim to achieve. Taking this time to plan out each detail will help ensure success in your next email marketing campaign.


Get your list right - make sure it is segmented and you understand the differences in their interests.

If you want to make sure your email marketing is as effective as possible, get your list right! Utilizing persona tools and appropriate segmentation strategies can save you a ton of time in the long run by ensuring that your message resonates with each and every person on your list. This is what we call 'On-Target' marketing with messaging that feels 'one-to-one' and speaks directly to their interests. Plus, your segmentation can help you cut out the clutter and more clearly define who precisely you’re targeting…as if a bullseye was painted right in the center of your list. Now, go forth and unleash your inner persona-savvy strategist!


Write compelling copy that will grab attention and get people to open your emails

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With the right combination of pains and gains analysis and an engaging writing style - your emails can really grab attention. Take the time to understand your reader's pains and desires, craft a message that speaks to those points, and come prepared with a persuasive offer. You can also begin to differentiate your offerings from the competition as you gain their interest. On-Target speaks from experience when we say that thoughtful copywriting is a great way to get people to open and read your emails. Warmth, credibility, and earnestness are powerful tools in achieving email success.



Include a strong call to action so that people know what you want them to do

Outcome-focused copy has been proven effective through neuromarketing triggers to spark actions that cause people to "act" on a message or advertisement. Put yourself in their shoes, and utilize the most persuasive language possible to convince your audience. Rule number one: always include a strong call to action within your communications. Present them with an opportunity that enriches their life and make sure they understand exactly what you want them to do. They’ll thank you for it!

Here are some examples of strong call-to-actions (CTAs) that you might see in emails from both B2B and B2C companies:

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Keep in mind that a strong CTA should be clear, concise, and specific. It should create a sense of urgency and it must be compelling enough to inspire the reader to take action.


Test, test, test - send out your emails to a small group of people first to see how they respond


Any successful email marketer knows that a-b testing for emails is a must for a successful campaign. To get the best results, you should always test new emails out with a few people first and see how their behavior is impacted by the message. This small sample of users can quickly point you in the right direction and give valuable feedback on how customers will react to a particular message. Utilizing this approach and a bit of data analysis will save a lot of time, money, and effort in the long run, and is a great way to ensure a positive experience for your users.



Monitor your results and adjust accordingly

Hand with marker writing KPIKeeping an eye on KPIs (Key Performance Indicators) and results is part of a successful email marketing strategy. Regularly monitoring KPIs like the number of opens, unsubscribes, click-throughs, and conversions helps you assess which emails are working and which ones might need some adjustment. Once you have a better understanding of your KPIs, you can adjust any aspects of your email marketing campaign accordingly in order to create better-targeted content for subscribers that drives higher engagement. Monitor your KPIs and adjust planned campaigns — it's the key to creating a meaningful email communications program that resonates with customers.



All in all, email marketing can be a great tool to add to your marketing toolbox. It’s important to have clear goals for what you are trying to accomplish with it, segment your lists and make sure your copy resonates with your target audience. Make sure you have a strong call to action and take the time to test out your emails before sending them out en masse. Monitor how they do and be mindful of not just open rates, but also click-throughs and conversions as well. It may take a bit of work, some trial-and-error, and some tweaking, but done right it could bring more leads into your funnel than ever before!

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