How To Create Effective Email Marketing Campaigns


The biggest concern my customers reveal to me is they don’t know what to and when to write emails.

Email Marketing like any other marketing should start with a plan.

To help…

I am going to use a part of the first verse of an old Rudyard Kipling poem called: “I Keep Six Honest Men”

By using ‘these men’ you will be able to create your effective marketing ritual swiftly.

The poem goes like this:

I keep six honest serving-men

(They taught me all I knew);

Their names are What and Why and When

And How and Where and Who.

So by using Rudyard Kipling poem, “Six Honest Men” you build your ritual.

Such as:

Who do you want to send emails to?

Write a list of the various groups inside your business.  These will be subgroups or segments of your business.

  • They could be clients – former, regular, new, etc.;
  • They could be suppliers;
  • They could be distributors;
  • They could be prospects.

Every business has a variety of lists it can create.  Be creative – the more the better.

Where are they?

Do you have a current and up to date list of email address of your clients?

It’s OK if you do not.

Most businesses don’t.

To get around this you should have a mail address at least – don’t you ?

Create a contact form and send out and ask them to complete.
Include a stamp self-addressed envelope if you must.  Maybe create a prize draw for those which are returned.

The email address you are after must be one they access and should their ‘Primary Email Address’.

Also create a form on your website and have people sign-up there.

Give away something of value if they sign up on-line.  It could be information like a free report or it could be a discount voucher.

What could you tell each subgroup about your products services during the year? 
would you like to share with each group?

Make a note under each list name of what you could tell them.

Here is an idea.  You can split again into three categories.

  1. Things They Need To Know;
  2. Things They Should Know;
  3. Things They Could Know

Also consider what you wish to achieve from each contact.

It is essential to know the ending point of your email.  What action do you wish them to take after reading your email?

Over the course of three-six months there are many things you could contact your lists about.  You could be sharing information, introduce your staff, run a sales
promotion, and write a weekly/monthly newsletter.  Many things.

Write these down under each lists name on the piece of paper and don’t stop until all avenues are exhausted.

When to send your email marketing messages?

To gauge an understanding of email marketing treat it as you are delivering worthwhile, meaningful and wanted information to your sub-groups.

Think to yourself…

This information is ‘Good Stuff’ !  They need to know it.

Once you have embraced this idea then sending out monthly emails simply won’t cut it.

Why?  Because…

“People Buy From Friends.”

And you contact your friends regularly don’t you?  So try weekly or fortnightly emails as a minimum.

During a promotional sale you should be sending out daily emails to encourage people not to miss out on the fantastic deal you are offering.


Try sending emails on different days of the week to determine which days have better success.  Don’t discount weekends too.  Many people jump on-line during the weekends.

How to send and create winning email messages?

It is important to send marketing emails using a dedicated email sending program.  Choose wisely – Your messages do not get ‘parked’ to be sent after other heavy traffic users have cleared the system.

Your messages should never wait any longer than 5 minutes to be rushed off to your recipient’s inbox.


Ensure you send emails in both HTML and TEXT.

Allow your recipient to decide how they wish to receive and read their emails.

And Finally…

Why are you contacting them?

This is most important to have figured out before you send out your emails.

Why are you sending the email to them?  If you do not know either will they.

So make sure you know and understand why you are sending all emails.

Putting it all together.

Here is a brief example of an Effective Email Marketing Campaign:

Who to send to?
Existing Customers who buy regularly from me.

What information do I want to be sharing?  
Sales promotions; market information, regular chat to keep me in front of the customer.

What will be the end result of my emails?
To be seen as an Industry Expert.  To keep my business there so I am the one they pick when they are ready to buy.

How often do I want to send emails to them ?

Who will create the content and presentation of my emails?
I will create the content and hand over to an email guy to polish off for sending.
I will have an email guy create for me.

What are the expected Costs?
Depends on how much work I can do myself.  All up $200-$500 per month.

Email is the most affordable, cost-effective, time-efficient marketing a business can do.

Are you using it?


About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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