9 fundamentals of a successful email marketing campaign

From catchy subject lines to a simple call to action, these tactics should guide your actions.

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Ragan Insider Content

People receive dozens of emails daily from organizations offering coupons, news updates, or calls to action. So, how do you make sure your organization’s emails stand out among the crowd? Below are several practices—including lessons learned—that we follow to ensure successful email marketing campaigns for our clients.

1. Have a catchy subject line. If you’re sending an email, your first goal is for the recipient to open it. The subject line is just as crucial—if not more so—than the body of the email, because it is the first thing people read. Create a catchy subject line that informs the reader of what the email will entail. Don’t be misleading with your subject line—it will only undermine your credibility.

2. Know your audience. Your audience should set the tone for your emails. Being able to relate to your readers is crucial. For example, if you are targeting everyday customers or constituents, you can keep your emails conversational, friendly, and informal. For elected officials or community leaders, the tone should be more formal. Keep your message consistent, but adapt it for the audience and situation at hand.

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