5 Crucial, yet Often Neglected Elements of an Email Campaign

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5 Crucial, yet Neglected Elements of an Email Campaign

There is more to an email campaign than simply blasting your database with a generic email showcasing your latest news and promotions. Everyday I see numerous emails which fail to consider some of the most crucial elements of email marketing. So what are these crucial factors which are often neglected, and why are they so important? Well here are 5 elements which are essential for you to consider if you are not already doing so.


Segmentation is a powerful tool, enabling you to provide your customers with the right message, at the right time, to help increase engagement levels. It may therefore come as a surprise that many marketers are still neglecting this crucial element – with only 51% of companies using segmentation in their email campaigns (Econsultancy Email Marketing Industry Census, 2015).

Relevant content is more than just a demand these days, it’s an expectation. We are all so used to getting great results from simply chucking that single email out to our list that we neglect looking at how we can craft our emails for different audiences. Often, this is partly due to a time factor, with the vast number of priorities that often creep ahead of email. However lets consider the results of segmented emails versus batch and blast – research suggests that personalised emails improve click-through rates by 14%, and conversion rates by 10% (Aberdeen Group, 2012), so surely it’s about time we started focussing on these more.


When we sit there at our desks building our emails, we have wonderful big screens where we can see every little detail, however many marketers fail to take into the consideration how many customers will see this on their device. This rings alarm bells as our data from 2014 showing that almost half of emails are opened on mobile devices, with other sources comfortably breaking the 50% barrier. This does not necessarily mean you need to focus on full responsive design, but start small and make sure that even areas you don’t make responsive work well for mobile users. Small changes such as making call to actions suitable for big fingers and text to be clearly legible without having to pinch and zoom can make all the difference.

Email length

It’s extremely easy to overcomplicate an email and make it longer than we need, we have a lot to say and shout about. Short and snappy emails are fine when you have something valuable to talk about, like a special promotion. Yet maybe we think that we are not trying hard enough if we don’t add more content to it and show endless products? Sure when you are trying to inspire and have lots of different things to say, longer emails are great, but don’t waste time when you don’t need to.

Writing style

We see a lot of instances where copy used in postal direct marketing campaigns is transferred directly through to the email. This leads into a few paragraphs of introductory text that no-one reads. Research by Jakob Nielsen shows that 67% of readers will not read, or even scan any introductory copy. Therefore you need to focus on headlines and short copy, and if you’re worried about injecting the right tone for your brand then choose appropriate imagery and typography to support this.


Sometimes we are so busy that we don’t make time to innovate and improve our email efforts – but at every opportunity it is essential to push your campaigns to see what can be tested to help create uplifts. Our clients who add testing as an ongoing process might only extract small improvements each time, but when multiplied across the course of the year we can see double digit increases in overall response.

About James Lucas

Former Senior Marketing Executive at Emailcenter UK Ltd, a leading provider of email marketing software and solutions.