How to create successful email marketing campaigns?

Updated: Feb 2

Email marketing is one of the most cost-effective ways to engage your audience and when executed correctly, can lead to an increase in brand awareness, traffic, leads and sales.

Email marketing itself is relatively simple to execute, but there are several factors that make a successful campaign.

Email List

Creating, maintaining and building your email list is an essential part of email marketing. Your list should consist of addresses that will have a genuine interest in the content you are going to send them.

We are commonly asked is email marketing simply a numbers game?

The answer we believe is yes but within reason. We can tell you that building a list of say 50,000 emails, with 10,000 of them having any interest in your product, will be extremely damaging to your email marketing campaign.

The reason for this is email servers assess your emails response rates and ultimately decide whether your marketing should go into the inbox or spam.

As an example, we will consider a landscape gardening business who operates in Hertfordshire, Essex and London.

In order for the campaigns to be successful, the business needs to consider the demographics of individuals that are part of their mailing list. The business operates in limited counties and is only relevant to the decision-makers when it comes to landscaping a garden.

So, what would be a typical customer profile?

  • Located in Hertfordshire, Essex or London.

  • Aged 18 and over.

  • A homeowner, lead tenant or business owner.

Need help building an email list? check out this blog via Hubspot which includes 10 effective strategies.

Remember to familiarise yourself with GDPR when building your list to avoid any legal trouble.

Email Marketing Platforms

There is a wide variety of email marketing platforms that can help you automate your email marketing strategy and generate you leads and sales while you focus on other aspects of your business.

Picking a platform can be tricky when you are just starting out, so I have selected two recommendations for you.

Both these platforms have been used by myself, so I provide this advice from experience and believe either of these will bring you success for your email marketing campaigns.


A powerful platform that is used by global organisations such as Spotify, Uber and Airbnb, Sendgrid offers a variety of services including automation, dedicated IP addresses and insightful analytics.

The platform is not the simplest in terms of layout and can be daunting for those just starting out, so I would recommend visiting their Youtube page to familiarise yourself with the platform and its features.

The key feature for most businesses that are looking to generate leads and sales is the insightful analytics. This feature allows you to track who has opened and clicked your campaigns, how many times they have done this and the exact time they executed each action.

Their paid plans start from £12 per month and all paid plans include the key features your business would need, including insightful analytics. To see all their plans and pricing, click here.

If you take up one of their paid plans, ensure you have someone familiar with DNS settings to link your domain to the platform.

This dramatically improves your deliverability rates, which should create more traffic, leads and sales.

The best part about Sendgrid is there is a free plan for those wanting to test the platform out. It offers you 40,000 emails in the first month with 100 emails per day after that, still all free of charge.

I would highly recommend utilising the free plan if you are just starting out and have a small email list.


A chrome extension software that revolutionises your standard Gmail account into a marketing powerhouse. The platform integrates itself into Gmail, allowing you to action marketing while managing your inbox simultaneously.

The simplicity of the software makes it perfect for those just starting out and it has features that are quite unique in comparison to email marketing platforms. Like the majority of other platforms, GMass uploads tutorials to their Youtube page.

While GMass does not have a design editor to create eye-catching email campaigns, the software allows your emails to look like a personal outreach to each email address.

This means that when executed correctly, response rates can be significantly higher than other platforms because the receiver believes the email was only sent to them.

The extension tracks opens, clicks, replies, spam reports and more, so as a lead generation tool it does everything you need and more.

A troubleshooter and Spamsolver is also included so that you can test your campaigns before you send them off to thousands of people at once.