Part 7 – This is Part 7 of our free 30-day Email Marketing Training Series.

So, you’ve set up your email software, you’ve created an email list, you’ve set up your opt-in forms, you’ve created your welcome email, and now you want to send out promotional (or non-promotional) direct emails to your entire contact list.

That’s great!

But first, you need to learn the ins and outs of a good email campaign and what is effective for your subscribers.

There are several marketing points and key areas in an email campaign where you need to either 1) personalize, 2) customize or 3) provide a call-to-action for your readers.

So, what do you include?

Below is a list of the touch points in your email campaign and how you can effectively execute each one.

Anatomy of an Email Campaign

From HubSpot

Subject Line:

The first and most important thing in your email campaign is having a great subject line. This is the first thing readers will see and it will determine if they want to open that email, delete it or leave it in their inbox for it to rot away and die a slow internet death along with the thousands of other emails they don’t trash. You need a clear, attention-grabbing headline so the reader opens your email.

Plus, there are also keywords that automatically get filtered as SPAM. Did you know there is actually an extensive list of words to avoid? Click here to review a list of SPAM words put together by Hubspot.

FROM Line:

This includes the name of the actual person (or company) who is sending the email. It is important to note that emails from an actual person’s name increase both the open and click-through rates, versus sending from a company name.

Company Branding:

Personalize your email with your photo, your company logo and other branding elements so readers can recognize that your company sent it. However, keep in mind not to make your logo or branding too large to take up the entire first half of your email. Keep it small and unobstructed from the content of the rest of your email.

Personalized Content:

Personalize your email message. Include their first name by saying “Hi {First Name}” or put their first name in a question, title or headline. For example, the welcome email may include the subject line, “Welcome {First Name}!” Personalized emails are opened 14% more often than non-personalized emails.

Content Based on Segmentation:

The contacts in your email database are most likely in different phases of the buying cycle. They could be existing customers or potential customers, or maybe even a brand new subscriber. Either way, the content of your email should be segmented to target the phase that your customer is in.

39% of email marketers who practice list segmentation, see better open rates, while 29% have a reduced opt-out or unsubscribe rates. You can segment your lists based on: purchase history, lifestyle cycle, demographics, or contact engagement (whether they’ve opened or clicked your emails).

Value Proposition and Context:

Your email content should immediately address what your offer is and why it’s valuable to your audience. Make it clear for the reader. Don’t oversell them, but add a mix of value proposition and unique selling points with your valuable content for the reader. Provide the benefit and the solution to a problem that your product or service provides. Include visuals where appropriate and include buttons for links. But, make sure you keep your emails clean of clutter and multiple messages.

Clear Call-to-Action:

Your email should have a single conversion goal, whether it is to download an offer, sign up for a webinar or purchase a product. Add an obvious, focused, clear call-to-action—a button or link—and make sure it is prominently displayed.

Relevant Image:

Incorporating images is another tool to differentiate your email marketing and make it stand out. Images are great tools to ensure your audience engages your emails. 65% of people prefer emails with mostly images rather than text. Most people are visual, and including images will break up your emails and make them easier to read and understand.

Social Sharing Buttons or Links:

Grow your subscriber list or encourage sharing your email via social sharing buttons. As you know, social media is a great way to share content, so you must include a way for your readers to share your content—if relevant.

Secondary Call-to-Action:

If your readers have successfully read through your content, make sure you provide a 2nd call-to-action button or link. Think of this as the “P.S.”. It reminds them to take action and can provider further information.

Link to Privacy Policy:

Make your readers feel comfortable with you by providing a link to your privacy policy, which ensures them that their information is safe. Some readers get anxiety about their private information being used, so remind them that their information is safe with you.

Unsubscribe Link:

This is mandatory by most—if not all—email service providers. You must add an unsubscribe link to the bottom of every email marketing message, which most are already included for you. If you don’t add this, it violates the CAN-SPAM regulations, it can damage your email sender credibility and it can potentially leave your marketing open to costly fees or litigation.

Additionally, you really only want to send emails to those people who are actually interested in your content. It’s not effective, otherwise.


Next time you set up your emails, make sure you review the list above to ensure your email messages not only look good but are also effective for your subscribers. And, don’t forget to test your emails! Send them to yourself prior to sending them to your entire list. This will save you a headache if you messed up somewhere along the way.

Thanks for reading! If you have any questions, feel free to post in the comment section below.