Connect With and Inform Your Clients and Prospects: Effective Email Marketing in Seven Steps


Email marketing is an effective way to stay in touch with your current customers, prospects and network contacts. Coupled with a strong inbound marketing program (including local SEO and social media), it’s a great tool to generate new leads and revenue to grow your business. However, to be as effective as possible, you should design your email marketing campaign to 1) pass your recipients’ spam and junk filters, 2) be engaging enough to open and read, and 3 ) prompts action and qualifies a prospect (i.e. a phone call or email response).

Here are seven simple steps you need to take to make your email marketing campaign a success: 7 Simple Steps to Successful Email Marketing Campaigns Define your campaign goals as clearly as possible. Be precise. Know your target audience for each list segment and frame your message accordingly.

Decide what action each list segment should take. Some possible techniques could be offering an advertisement for a product or service, promoting a new product or service, or driving traffic to your website (e.g. through a blog or article). Choose an email marketing provider. This is where it’s important to do some research. If you can, talk to other companies you know to find out who are using them and what results they’ve seen.

There are several reputable companies, including three: Constant Contact, GetResponse, and MailChimp. Develop an “opt-in” technique Many email marketing providers require all of their contacts to be opted-in. This simply means that the contact gives you permission to email them by registering in some way and verifying their email address. Opt-in contacts not only increase your chances of your email being opened and read, but it’s also a good practice to prevent unwanted emails from being discarded or labeled by your email marketing provider be reported as spam.

You can include a signup form link in every outgoing business email, a link to a signup form in every electronic document you send to customers, or include an email signup form on any page on the web. Create a new email database or “delete” an existing one. If you’re building an email marketing list like most businesses, chances are you have some with outdated information. Please take the time to update existing information and remove expired entries from your database.

There are online tools like and that will verify that your email addresses are active.