Email Marketing 101: Building Your First Campaign

Why Email Marketing Still Rules

In a world dominated by social media and instant messaging, email marketing remains one of the most effective ways to connect with your audience. According to HubSpot, email generates $42 for every $1 spent—an ROI that’s hard to ignore.

But where do you start if you’ve never run an email campaign before? Whether you’re promoting a product, sharing news, or nurturing leads, this guide will walk you through the essentials.

Step 1: Define Your Goals

Before hitting “send,” ask yourself: What do I want to achieve? Common objectives include:

• Driving sales (promotions, product launches)
• Building relationships (newsletters, educational content)
• Growing your audience (lead magnets, sign-up incentives)

A clear goal shapes everything—from your email copy to your call-to-action (CTA).

Step 2: Choose the Right Email Marketing Tool

You don’t need a developer to run a great campaign. Platforms like Mailchimp and ConvertKit make it easy with drag-and-drop editors, automation, and analytics.

Step 3: Grow Your Email List (The Right Way)

Buying email lists is a rookie mistake—it hurts deliverability and engagement. Instead, try:

• Lead magnets (free eBooks, checklists, or discounts)
• Website pop-ups (timed or exit-intent)
• Social media promotions (Instagram bio links, LinkedIn CTAs)

Pro tip: Always use a double opt-in to ensure subscribers genuinely want your emails.

Step 4: Craft an Email That Converts

Subject Line

This is your first impression. Keep it short, intriguing, and benefit-driven.

✅ “Your exclusive 20% discount is inside”

❌ “Newsletter #5: Check this out!”

Body Copy

• Be concise—people skim emails.
• Personalize (use their name or past behavior).
• Include one clear CTA (e.g., “Shop Now” or “Read More”).

Design Matters

A clean layout with mobile-friendly formatting boosts readability. Tools like Canva offer pre-made email templates.

Step 5: Test Before Sending

Ever sent an email with a broken link? Avoid disasters by:

• A/B testing subject lines (try different versions).
• Previewing on mobile & desktop.
• Checking spam triggers (avoid words like “FREE” in excess).

Step 6: Analyze & Improve

Your work isn’t done after hitting “send.” Track:

• Open rates (aim for 20-30%).
• Click-through rates (CTR) (3-5% is solid).
• Unsubscribe rates (if high, reassess content).

Most email platforms provide these insights—use them to refine future campaigns.

Start Small, Scale Smart

Your first email campaign doesn’t need to be perfect. Focus on delivering value, testing what works, and iterating.

Ready to upgrade? Start with a free trial of Salesix AI and see the difference AI can make.