[fa icon="calendar"] September 14, 2018 / by Fabrizio Colombi

Fabrizio Colombi

2 minute read


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A successful email marketing strategy means sending emails to prospects who actually want to hear from you. The problem arises when your email tends to get lost in that person’s inbox clutter – or worse, in their spam folder. This is why it is important to strategize the type of content you should create so that potential and returning customers will try to read your email.




Learn the top five effective ways on how to create a good email marketing strategy.

  1. Follow the CAN-SPAM rules.

CAN-SPAM, or the Controlling the Assault of Non-Solicited Pornography And Marketing is an act that was passed last 2003. This law establishes the rules when it comes to commercial email and commercial messages. This also gives the recipient the right for a business to stop emailing them. It also outlines the penalties incurred for those who chose to violate the law. With this, it is important that your emails follows the rules. First, include a valid physical postal address in every email you send out. You should also give recipients a clear and obvious way to opt out of every email you send. Lastly, avoid a “no-reply” or similar sender names, which prevents recipients from opting out of an email newsletter if they wish to do so.






  1. Send emails from a real person, not your company.

Sending an email from a real person gives an increase in email open rate. This is because recipients are typically more likely to trust a personalized sender name and email address than a generic one. Nowadays, people are so swamped with spam that they often hesitate to open an email from unfamiliar senders. They are also more likely to trust a personalized sender name and email address than a generic one.


  1. Write clear and clickable subject lines.

Email is important for your marketing campaign, so you want to make sure that you marketing emails have a lot to compete within recipients’ inboxes. To stand out, write compelling, “can’t-help-but-click-on-this” subject lines. Remember to create subject lines that are super clear and understandable. The subject should be fewer than 50 characters so they don’t get cut off, most especially by mobile devices. Lastly, include verbs and action-oriented language to create a sense of urgency and excitement.






  1. Keep the email concise.

People like short, concise emails better than long ones because these emails have an obvious focus. Also, when users are scanning through all their emails in a short amount of time, they tend to find the overall message before deciding to take any action. You should keep the emails short and compelling. Try to write it like you were just talking to someone in real life. For those that should be long, break it up into multiple paragraphs to provide visual breaks for easier skimming for the reader.


  1. Include one call-to-action button per email.

Include a clear call-to-action (CTA) button that is easy to spot for even the quickest email scanners. Without it, this means you are not calling on your recipients to take any action that actually benefits them. This is for the business to grow as well. To do this, place the CTA in a location where it is visible and where it makes sense for someone to click on it. Once you have determined where to strategically put it, create the button itself. There are hundreds of available templates online that you can choose from.





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Topics: Digital Marketing, email marketing, inbound marketing

Fabrizio Colombi

Written by Fabrizio Colombi

Fabrizio is director of business development at Decographic. He's been with our team since 2008.

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