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What Makes A Good Email Marketing Campaign

By January 12, 2023March 14th, 2023No Comments

Level Up Your Email Marketing

Due to the low cost and huge ROI potential, email marketing is at the forefront of most businesses digital marketing strategies. With that being said, building and launching a successful email marketing campaign takes a lot of trial and error, resources and testing.

At Gungho, we’ve been email marketing for as long as we’ve been telemarketing. Over the years, many of us will have seen and read pieces of content advising on what makes a good email marketing campaign.

We’re often asked:

  • When should you send?
  • What content works?
  • What are examples of ‘good content’?
  • What cadence should be used?

Our expertise has been used by more than 130+ RegTechs, LegalTechs and specialist FinTech providers and our vast database has been built upon the demands of our clients.

What Makes A Good Email Marketing Campaign?

Before you press send on your campaign, let’s take a look at 8 of the most important factors for launching an effective email marketing campaign…

1. Subject Lines

The majority of your audience are not going to open every email that drops into their inbox. The subject line is the best tool in our arsenal to peak enough interest to get the recipient to open your email.

We’ve noticed that the campaigns we have ran that netted the largest open rates have two things in common:

  • Personalised subject lines
  • Short subject lines

Short, snappy and personalised subject lines are the best chance you’ve got at getting your recipients interested enough in your content to engage.

2. Creating Multiple Touchpoints

By leveraging multiple touchpoints, many of our clients have seen great results when looking at CTR’s and open rates. After sending an email marketing campaign, look to create an engaged audience as a sub-audience.

An engaged audience can be created by looking at the data points:

  • Number of unique opens
  • Number of opens
  • Specific CTAs or links clicked
  • Time stamp on email

Sending tailored or sequenced email marketing campaigns to this engaged audience often yields strong results.

Having an engaged audience would also give you an unengaged audience. The fact that these recipients were not engaged doesn’t mean that they won’t be interested in the future. It may simply be that the subject line didn’t peak their interest or the email copy wasn’t relevant to them.

It’s worth sending further email marketing campaigns to this unengaged audience to further assess the data.

If a very large percentage of your data is unengaged and remains that way, it’s worth considering retargeting or overhauling the email copy.

3. Conveying A Clear Message

Getting recipients to open your email is only half the battle. The other half is creating clear and engaging content.

In your email copy, get to the point, make it digestible, make it conversational and avoid bombarding your readers with irrelevant information.

Marketing teams are able to view how clear and concise the messaging is, once a campaign has been sent. By analysing the click through rate on your call to actions, you’ll get a flavour for how well your email copy has been received.

4. Leveraging Strong Data

Knowing your audience is paramount to the success of any email marketing campaign, whether B2B or B2C.

Although sending emails at scale is not overly expensive, there is little to gain from sending emails to contacts that are likely to be irrelevant to your campaign.

In fact, by sending your email marketing copy to irrelevant contacts, you’ll likely be flagged as spam and this will harm your sender’s reputation. On top of this, the analytics you’ll be able to pull out of the campaign will be watered down and drawing concrete conclusions will be harder.

At Gungho, we have a dataset of over 400,000+ professionals in over 50 jurisdictions around the globe, providing deep job title coverage in Compliance, Risk, Money Laundering, Fraud, Legal Counsel and more.

Would we recommend our RegTech clients to send an email marketing campaign to everyone in our dataset? Absolutely not!

We work with our clients to create laser focused campaigns by splitting the data by industry sub sector, company size, job title, location and even time zone. We then filter out any contacts that have not got a validated email address.

This gives our clients a refined audience which has led to some open rates of up to 74.5%!

5. Desktop & Mobile Accessibility

Ensuring that your email content is compatible with desktop and mobile readers is crucial to the success of any email marketing campaign.

For those running B2C campaigns, you would assume that mobile compatibility is going to be the most important measure of accessibility.

For those running B2B campaigns, desktop compatibility is going to be the most crucial. Although many email marketing tools will ensure desktop formatting as the default, there are formatting differences between various versions of Outlook – Outlook 15 and Outlook 19, for instance.

It’s important to send test emails to an internal audience to validate the responsiveness of your email, before sending to your audience. Making sure that your email copy, images, links, text and even signatures are responding correctly to the changes in device is going to hugely increase your campaigns CTR’s.

6. A/B Testing Content

If you’re looking to achieve optimal results from a campaign, A/B testing is a great way to go.

You would create two variations of the same campaign and send them out to a small percentage of your total audience. Testing with a total of 10% of your audience should give you enough data to see which of your email variations is likely to yield the best success with the remaining 90% of your audience.

7. Utilising Links, Not Attachments

When running an email marketing campaign, an important measure of success is deliverability. Sending 10,000 emails to your database is an irrelevant metric if only 1000 of those emails are delivered successfully into your prospects’ inboxes.

Time after time, we have seen email attachments get blocked. This increase in Cyber Security controls and policies has been expedited following many cases of fraudulent emails during Covid.

To this end, we advise our clients to be using links as calls to action, rather than attachments. By doing so, we’ve seen much larger deliverability percentages, in turn leading to more successful email marketing campaigns being sent. It’s worth mentioning that by using links, you will also have much more clarity on click-through rates and a clearer picture of how prospects are flowing through your funnel.

8. Sending On The Correct Days

Timing is everything and this rule also rings true for email marketing campaigns. Through sending hundreds of successful campaigns over the years, we’ve seen some trends:

Sending email campaigns on the most optimal days ultimately comes down to effective planning from your marketing team. It’s crucial to plan campaigns ahead of time to give the relevant teams enough time to piece the copy together, create the audience and perform test sends. Pushing out marketing campaigns in a panic or as an afterthought

In Summary – How To Run A Successful Email Marketing Campaign

These are the 8 most important factors to consider when running a successful email marketing campaign:

  • Short subject lines
  • Creating multiple touchpoints
  • Conveying a clear message
  • Leveraging high quality data
  • Desktop and mobile compatibility
  • Split testing
  • Using links, rather than attachments
  • Sending on the right days

At Gungho Marketing, we’re the only email marketing provider specialising in the RegTech, LegalTech and Specialist Fintech verticals. With our experienced team of email marketing experts, our depth of industry specific knowledge and dataset of over 350,000+ decision makers, we know which email marketing campaigns will drive the best ROI.


Interested in leveraging one of the most cost effective marketing methods? Book a call with Gungho today!