Email Marketing is one of the most efficient and inexpensive ways for small businesses to engage with customers and attract new customers. An email marketing campaign helps businesses stay motivated, accountable and focused. 

An email marketing strategy can be referred to a set of procedures followed by organizations in order to achieve desired marketing goals with the help of email advertising. This provides businesses direct channel of communication to reach customers for the purpose of brand promotion.

Email marketing strategy is the best choice for businesses with a limited marketing budget as the campaign results can be measured, unlike other forms of marketing. The best email marketing platforms provide businesses with reports showing how successful the campaign has been and the aspects that worked best.

Steps to Plan and Implement a Successful Email Marketing Strategy

Decide your objectives 

Before starting a marketing campaign, businesses need to be clear on what they want to achieve if they want to increase website traffic, drive sales, collect data, or simply engage with customers. 

Having fixed goals and objectives helps businesses make sure that the messages are consistent throughout the campaign and add a structure. Goals can also influence the call to action you want to provide to people and needs to be included clearly in every email. However, establishing realistic targets that work best for your business can be helpful.

Choose the More Effective Email type 

There are various types of emails that can be used. However, it is crucial to choose the best one according to the purpose of your campaign. While promotional emails help promote product or service or offers and discounts about a brand or promoting new events.

Survey emails allow businesses to compile valuable information on customers and allow organizations to identify the types of customers attracted to this company’s products or services and is one of the great ways to get customer feedback.

On the other hand, newsletters are a great way to develop customer relations by establishing brand identity and keeping customers up to date with the brand news. Therefore, it is crucial to share information about your brand that interest customers rather than directly pushing your products.

Establish your Target Audience

For any campaign, businesses need to consider the target audience that they want to influence with their emails and tailor the campaign according to the interest of the target audience.

It is essential to include content that interests the readers when designing the emails. Businesses can also design different campaigns for different audience groups to ensure that the content is relevant to them.

Choose the Timing Carefully

The type of email you choose for your campaign will decide how often you need to send them to the target audience. While newsletters can be sent weekly or fortnightly, promotional emails are sent every day. However, monthly emails are considered to be more effective.

Record the responses by sending different types of emails and choose the best timing to send the emails to your target audience. Once the optimal time is decided, create a schedule to send your emails and stick to it.

Track and Measure the Campaign Results 

Being able to track results is one of the best features of email marketing. A good email marketing platform provides various types of reporting tools for companies, showing how many emails reached the inbox of the target group, how many actually opened emails, and how many clicked on the link.

Campaign tools such as Google analytics gives more insights on campaign success by showing the activities of people once they reach your website and how many click-throughs lead them to make the purchase.

The 5 step approach, as mentioned above, helps businesses to successfully plan and implement an email marketing strategy for your business.


A successful email marketing strategy for any business starts with a strategy with a proper definition and structure. It helps accomplish marketing goals and gets and helps the message reach the target audience.

Therefore, businesses need to plan and develop a solid winning strategy for their email marketing campaign to deliver the right messages to the target audience at the right time through email advertising with clearly defined goals and objectives with an intelligent and analytical approach.