Is your brand ready to boost your email revenue? Here are three email marketing campaign and design tips to consider to help drive users to purchase or convert.

2020 Email Marketing Campaign Tips | Union

3 Email Marketing Campaign and Design Tips for Driving Users to Purchase or Conversion

As of August 2020, email revenue has <a href="https://www.adweek.com/brand-marketing/email-revenue-up-marketing-performance-strategies-evolve-pandemic/?utm_content=position_1&amp;utm_source=postup&amp;utm_medium=email&amp;utm_campaign=FirstThingsFirst_Newsletter_200811054549&amp;lyt_id=645496">gone up</a> 86%, with open rates up by 21.8%. It helps that digital usage and online shopping have spiked as a result of COVID lockdowns. People are on their devices, and they’re ready to click on useful information and offers. Specifically, about 3.9 billion people <a href="https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/#:~:text=In%202019%2C%20the%20number%20of,4.48%20billion%20users%20in%202024.&amp;text=In%202018%2C%20approximately%20281%20billion,daily%20e-mails%20in%202023.">use</a> email each day.
“Email is arguably the most personalized advertising method out there,” said Union Media Director Matt Ashbridge. “You can get down to one-to-one messaging or messaging groups within specific segments of your database. By definition, because someone has opted in or signed up, you’re reaching a high-value audience, so this is about as target-rich as it gets.”
Which means it’s a good time for brands to reinvigorate their email marketing strategy to promote products and services. Here are three email marketing campaign tips to consider with strategy and design when driving users to purchase or conversion.

There are actually three types of high-level email marketing campaign buckets you can turn to, depending on the goals you’re trying to achieve. And whether or not they immediately lead to conversions or sales, all of these email types can be helpful in increasing revenue over time.
<ol><li>Lead nurturing &amp; marketing automation “This is for people you already have in your system that you want to send some type of predetermined messaging to at a certain cadence, with several types of applications,” Ashbridge said. This category moves a contact through the customer journey to a point of purchase and helps increase the lifetime value of a customer.</li><li>Promotional emails “This is a one-to-one approach, like sending out an email and advertising a sale or free consultation,” Ashbridge said. Promotional emails are action-driven and ROI-oriented, helping brands acquire customers and drive revenue.</li><li>General newsletter/informational emails These types of emails may not lead directly to sales. But they are valuable when it comes to staying in touch with and top of mind for people in your database. These emails support relationship-building between customers and brands. Like, say, our monthly edition of <a href="https://union.co/articles/union-newsletter">The Churn</a>. </li></ol>

Choose the right email marketing campaign type

Whether contacts are coming from a <a href="https://cms.union.co/services/performance-media/social-media">social campaign</a>, online signup or promotional opt-in, Union Senior Paid Search Strategist Amanda Zwerin said, “This is the foundation of segmentation philosophy where different sources of email subscribers can be segmented so brands can measure different KPIs and metrics by segment. This is a great way to know who your emails are most valuable to and it’s a great way to make optimizations based on that performance.”
Within your CRM, it’s key to segment your contacts so the relevant message reaches the target contact at the right time.
“Our recommendation includes best practice database segments that will set the foundation for long-term marketing success,” Zwerin said.
Project lists can range from engagement lists, to persona lists, to behavior lists, while KPIs can range from conversion rate, to click through rate, to open rate. Metrics can range from hard and soft bounces to unsubscribes.
“It’s really important to not only know your KPIs and metrics but also benchmarks,” Zwerin said. For example, it’s helpful to know what the average KPI and metric numbers are for your brand’s industry, so you can compare your status and progress. Worth noting to help you establish benchmarks: the average email open rate <a href="https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/">across</a> industries is 17.8%. See the benchmarks for specific industries <a href="https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/">here</a>.

Try using different KPIs for different segments

As anyone knows from scrolling through their own emails, something needs to stand out if you’re going to take the time to click on an email and then engage with it. If the brand or sender name doesn’t strike you, the subject line and preview text are going to have to.
According to Hubspot, email recipients <a href="https://blog.hubspot.com/marketing/email-design">spend</a> an average of 1.1 seconds scanning an email before they stick with it or abandon it. Both the subject line and preview text need to clearly and concisely communicate the value of what’s within the email while using attention-grabbing language that fits your brand’s personality.
The design inside the email is just as important. This is a strong test of whether or not a brand really knows their personas. Not only should the imagery, colors and fonts be consistent with your brand style guide, but what the user is seeing should be relatable to the user and whatever problem you’re trying to solve for them. If you’re a juice brand promoting your one-week cleanse and targeting 30-year-old women, make sure your 30-something female user sees herself in the image living her best life on the other side of this cleanse. Slip your CTA button in with the image, too. Research shows that image-based <a href="https://union.co/services/data-brand-strategy/conversion-rate-optimization">CTAs help increase</a> conversion rates.
 Ready to reach a high-value audience through a results-driven email marketing campaign? <a href="https://union.co/contact">Contact us</a> today to get started.

Design your email for clicks and conversions

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