To transform an e-mailing campaign is a significant task, particularly if you happen to be blessed with a very healthy email list. If however your emailing campaigns are not generating  the rewards expected, then it's worth revamping . Below are 11 steps you can take to renew your e-mail campaign.


1.Spring clean your data


Data quality is the foundation stone of every successful e-mail marketing campaign. Just ask any successful e-mail marketer.

Take the time to clean up your data; work out the best way of getting access to accurate names and addresses for every single one of your propsects on your list and then spend the time in getting the list up to scratch.

Be cautious about using 3rd party lists. In a recent piece of research by Marketing Sherpa, although  46 percent of B2B email marketers use third-party lists:

  • Only 11 percent score the tactic at “four” or “five” on a five-point scale of effectiveness, with “five” being the most effective, according to theMarketingSherpa 2011 B2B Marketing Benchmark Report.
  • 57 percent score the tactic at “one” or “two”

These numbers almost completely reverse when we look at B2B marketers emailing to a house list. About 95 percent of B2B email marketers send to their own lists.

  • 67 percent consider the tactic a “four” or “five” in terms of effectiveness on a five-point scale, with “five” being the most effective.
  • 5 percent consider it a “one” or “two”              



2. Identify the best places to collect email addresses

This doesn't  need to be complicated; a system could involve ensuring that you collect e-mail addresses at every single point of your business interact with a propsect. This could be on your website, via a call centre, at trade shows, through surveys, and so on. Delegate the task of policing inputs to someone and repeat the value of  the exercise to your team.


3. Use Permission based email systems

Permission based emailing services are a great way to increase your open-rates and there are highly recommended systems such as Aweber, that will help you to do this( we use These systems require subscribers to 'double opt-in' to ensure that they really do want your content.

Reast The Direct Marketing Association E-mail Marketing Council produces Best Practice Guidelines .

4. Create headlines that grab your visitors' attention


Research has shown that most consumers will base their decision to open an e-mail on the first 45 characters or so. This stresses the importance of the subject line. Generally, the shorter the better. Being succinct is of course more relevant in this more mobile age, with mobile devices being able to display even less of the subject line.


5. Create content that is unique and memorable

You will no doubt have come across the 'content is king' maxim on the web.. Content is the reason why we are on the internet. Great quality content  will have us coming back for more. Irrelevancy is the new spam. There are a few ways to track the effectiveness of your campaign:

  • Use your analytics package to check which e-mails have been responded to and what it is in those e-mails that has led to action
  • Check activity on your website too. Which pages have been viewed? Where have people clicked? 
  • Look at purchase data, online and offline.


6.Optimise your email campaign for social media


According to authority sitHubspot (via Jeff Bullas) there are five key ways to optimise your email campaign for social media:


  •  Figure out which social media sites your customers and potential customers use.Whether you believe it or not, your customers are online talking about you and your industry. Figure out which sites they use the most.  Facebook, Twitter and LinkedIn are great places to start for most businesses.
  • Set up profiles on each of these websites. It’s free and just requires your time. And, it’s best to reserve your company name on all these sites immediately , before someone else takes them.
  •  Add links in your emails to follow or subscribe to your social media profiles. The people already subscribing to your emails are great candidates for following you in social media, you just need to let them know that you’re there. Social media also gets a leg up on email in that an email address may not stick with someone as they move from one job to another, but social media profiles and subscriptions will.
  •  Add links in your emails to post your content to these social media sites. Make it easy for your recipients to share the content with their networks on these social media sites.
  •  Integrate social media at all stages of the communication. Follow the user from the email to the landing page and conversion.


7.  Email your subscribers at their optimum time.


Pure 360 undertook some research which identified patterns in consumers' responses to different e-mail marketing promotions throughout the day. Read the  best and worst times here.


8.  Make sure your e-mails are delivered



This is a very important question to ask of any email service provider as e-mail delivery rates directly affect the success of e-mail marketing campaigns. Ask to see statistics on delivery rates broken down by ISP. 


9 Dialogue with your subscribers


 E-mail is  a great way to have a  dialogue with your subscribers and show the personal side of your brand. Encourage them to respond, ask for their views on a subject; share content with them from complementary  businesses, ask them what they would like to hear from in your e-mails.

Increasingly popular is the use of  a poll to encourage engagement. Allow recipients to cast their votes within the e-mail, then take them straight to your website to show them the current share of voting and from there further into your site. Greater interactivity translates into higher open rates, increased brand advocacy and ultimately( hopefully) increased revenue!


10. Be generous


Offer a free service, a discount, give them added value information or even some entertainment. Customers  want to buy from people and respond well to generosity.


11 Test and retest, then refine


Look closely at what messages, approaches, copy, frequency  and timing have worked. Then test again, and apply what you have learned. One of the strengths of e-mail marketing is that it is trackable and measurable, so use it or lose it!

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Ihubbusiness is an information hub for small businesses who wish to learn about internet marketing. The site was founded by Lola Bailey in 2010. Lola is a member of the Institute of Digital Marketing and has over 20 years sales and marketing experience. She is also a full-time copywriter at, a copywriter consultancy which she founded. Email:

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