email marketing success

It is estimated that around 90 billion emails are sent daily by businesses around the world. This is because email marketing remains one of the most powerful and cost-effective ways to generate B2B leads. Despite this though, there are high levels of competition vying for the attention of your target audience, meaning that there are important considerations to ensure that your email marketing campaign is successful.

Keep reading to find out how you can ensure that your campaign is generating leads.

Check Your Permissions

Firstly, you need to ensure that you have the correct permission levels of your users before you even consider contacting them. This is especially important since the introduction of GDPR, failure to adhere to this could mean that your email account and IP are labelled as spam, damaging your reputation and your ability to send email marketing campaigns in the future.

Businesses that get their permissions in order will enjoy higher open and click through rates for their campaigns and will consistently enjoy higher levels of success in terms of the leads and revenue generated.

What are Permissions?

Permissions in relation to email marketing, is getting the consent of your users to receive information from you. There are two types of permissions: implied permission and expressed permission.
Implied permission is when you have an existing business relationship with the recipient, this could include a client of your business or a member of your online community who regularly visits and contributes.

All other types of users require clear, expressed permission to be sent your email marketing campaigns. Expressed permission is when the user has explicitly given their consent for you to contact them, this could include signing up for your newsletter via a subscription form on your website. It’s important that you obtain this permission and implement it rigorously to comply with the relevant legislation and keep your email reputation healthy.

Get this spot on and you will a list of people who actively want to hear from your business and receive your newsletters, helping you to ensure that your email marketing campaigns are going to enjoy high performance metrics and grow your audience and business.

Personalise the Content

Personalisation in marketing has been big for a while now and one of the most effective channels to utilise this is email marketing. This can include using the user’s name in the subject or content of the email. It is important that you do not to overdo it though, especially in the early stages, as too much familiarly could lead to the opposite of what you are trying to achieve.

A better way to personalise your emails is to segment you audience based upon their areas of specific interest and send them content related to these interests, this will have a positive impact upon your campaigns’ click-through-rates and overall engagement.

Choosing an email marketing platform that allows you to do this is crucial in helping you achieve your goals.

Analyse Your Campaigns’ Performance

As with all types of digital marketing, analysing the performance of your campaign is essential to achieve success. Failure to analyse will mean that you miss important trends in your data and this will be counter-productive when trying to achieve your objectives.

Start by analysing the historical data related to the day of the week and time of day to find out when it is best to send your email campaigns to maximise your results. It could even be prudent to perform some A/B tests for sending campaigns and try sending at a more unconventional time of day.


You are going to be competing with many others within your niche sending email campaigns on the same day and time as they too will be analysing similar data, meaning that you may need to think outside of the box to get your audience’s attention. Ideally this should be done over a 3-month period to ensure that you have enough data to make informed decisions.

Your Subject Line Needs Attention

In an overflowing inbox in which you are competing with many other businesses for your audience’s attention, your subject line is one of the most important factors of your email campaign. Even if you create the most effective email possible, if your subject line is a mere afterthought, your recipients won’t even see your email and you will suffer from poor open rates.

Your subject line needs to be intriguing and entice the user to click and open your email, essentially you need to capture the user’s attention in that moment with something that engages and appeals to them.

Think Mobile First

As with most other digital marketing channels, you need to ensure that your campaign is fully optimised for mobile, as statistically most emails are now read on a mobile device. Failure to do this will mean that the time you have spent on your email will be wasted as the reader will not be able to properly read it and your email will end up in their trash. Considerations here should include making sure that the text is legible and that buttons are properly working and easily clickable.

Drive Traffic to a Landing Page

Most campaigns will tend to drive your audience to your website’s homepage as this can seem like the most logical destination for them. If you are trying to sell a product or service this can be counterproductive because you are not showcasing the USPs related to your service or products.

Sending your users to a dedicated landing page is more likely to trigger conversions as you will be putting the right sort of information in front of your audience. When you send users to your blog or homepage you are putting numerous distractions in front of them, which will inevitably lead to them not converting.

Taking the time to create a landing page for your campaign will assist in increasing both engagement and conversions, meaning greater increases in revenue and achieving your KPIs.