Email Campaigns: How They Work & Why They’re Important

Advertising campaigns are usually a series of ad messages with a shared theme, but in email marketing the term “campaign” is often used interchangeably with “email broadcast” or “email blast”.

Email campaigns and workflow automations are the core functions of email marketing; their combination makes email relevant in today’s marketing world.

What Are They?

Email campaigns are emails that are proactively sent to members of your audience.

It’s like writing an email to someone, except campaigns are often sent to large lists or segments of people at a time.

Why Are Email Campaigns Important?

Campaigns often make up 60% of a brand’s email marketing revenue, which is an average of 18% of your total business revenue!

This is because an effective email marketing strategy will include the following types of campaigns:

• Brand updates
  Keep your audience up to date about your brand with messages about your leadership, team, mission statement, partnerships, or charity
• New Product Launches
  Drive attention and excitement towards your next product launch
• New Post Announcements
  Deliver your content to directly to your subscribers so that they’ll never miss out
• Promotional Events
  Promote yourself with something exciting! This can include holiday sales, give away contests or seasonal promotions

Combine these email campaigns with an effective segmentation strategy to deliver relevant and personalized marketing.

How Do Email Campaigns Work?

Instead of writing an email within Gmail or Outlook, email campaigns are often built using an email marketing platform’s builder.

Different platforms will have different features — some platforms even enable you to create an email with HTML and CSS instead of using their builder.

Once an email is built, you can choose who to send it to and when to send it!

Bonus Tips

• tailor your campaign messages to your audience selection through segmentation! Personalization is key to long-term success with email marketing
• it’s helpful to plan out your campaigns ahead of time — consider building a monthly campaign calendar
• try not to send too many campaigns to the same recipients every week, unwanted spam will lose subscribers for you long term
• if you’re building a marketing agency, consider our white label email marketing services instead