Mail campaigns – Old hat? We think not!

Six basic pointers to get it right

In the ever changing and fast evolving world of digital communications, platforms can come and go quicker than you can actually learn how to properly make the most of them. However, one of the die-hards in the mix is the trusty email campaign – and it’s still going strong today.

Yes, the thought of a marketing email may bring nightmares of clogged up inboxes or spam. However, done properly, mail campaigns can be an effective addition to your overall communications plan.

Ever since we’ve had email, email marketing has been in use. An update about new products available from a favoured brand, newsletters from teams you follow, or press releases distributed by organisations to update clients, staff or anybody else on their database. Marketing, sales, PR… there are many uses. Check out our latest mail campaign as an example.

There are many bulk emailing services out there that do most of the hard work of building a template for you, such as MailChimp, DotMailer or Constant Contact. But after deciding that you’re going to get in touch with your database, how do you make sure that your content will be read? We’ve got six basic pointers to help you get set up your mail campaigns:

1. Clear, simple and representative branding
Have a clear, simple and effective design that represents your brand. Don’t overload the design with too many colours or fonts. Two or three colours will keep it clean, and sticking to one font with a few different sizes, for titles and body copy, will make the text easy to follow. Most of the online services will provide a range of ready-made templates to choose from, but the best are those that are tailored to your needs.

2. Know why you are sending
Have a clear idea of why you’re sending your mail campaign and what you want to achieve. If it is just to stay in touch with your database, then that’s great, but make sure the copy reflects this and is short and sweet. If you’re trying to sell a shiny new bike, let the images do the talking.

3. Subject line is key
Capture the reader in the subject line, and remember, a long sentence will not be completely visible. This is usually the point where the recipient decides whether or not to open the email or not. Make it count.

4. Lead with the most interesting information
Most people spend under 15 seconds on marketing emails. Once you’ve got the reader’s attention, you need to keep them there – the first part they will read is the top section of your campaign. This should include clear branding and not be too text heavy. An enticing image will capture the eye and then you hit them with your message. Of course, make sure the size of the image is not too big.

5. Break it up
If you’ve got lots to say, break your mail campaign into sections with dividers clearly showing where one part ends and another begins. Don’t forget to include links to your social media channels too.

6. Call to action
The purpose of your campaign is to capture the attention of the recipient and usually to drive traffic somewhere else – your website, online shop, or social media feeds. To do this have clear buttons or links, and also use these to avoid overloading the text – point to the rest of the article on your website.

Sound complicated? Let us do the hard work for you, we’d love to help. We can work with you to design, content and management your email marketing campaigns, so get in touch.

Curious about our approach? Below you can see a glimpse of our latest mail campaign. Click here to read the full version and here to subscribe.

mail campaigns


Follow us on Twitter, Facebook and LinkedIn.