Campaigns are at the core of marketing automation tools and knowing how to effectively execute a campaign is crucial, due to the impact it can have on your audience. Marketers create campaigns that allow their customers and prospects to follow a dynamic and personalized journey. This is done by thoughtfully planning out the campaign before implementation. This design phase builds direction and serves as the foundation from which the campaign will come to life. In addition to these benefits, having a thought-out campaign structure will put you on a path to acquire the strategic landmarks and metrics that are synonymous with a high performing campaign. Once you properly implement your campaign, it will have a direct impact on your audience followed by the sought-after results. There are many key factors that go into the setup of a campaign. Below I detail some best practices of a campaign strategy.


An often most overlooked metric is the deliverability rate. It lets you know exactly how many emails are actually reaching the mailboxes of customers and prospects. This metric is a direct reflection of the performance of your campaign. High deliverability rates represent high performing campaigns. For example, let’s say you have a campaign that sent 10,000 emails and only 8,000 got delivered. The 2,000 emails that failed to get into the inbox are essentially emails that were never sent.  If we scale this up to 1 million emails sent, only 800,000 were delivered. The 200,000 emails not sent can be directly translated into lost sales. In this scenario, the campaign would need to be tweaked and optimized to get the deliverability rate above threshold. The goal is to ensure that the work you put into your campaign is seen by everyone intended to see it. Part of a campaign strategy is to make sure you have optimal deliverability processes in place. Some tips for increasing deliverability rate are as follows:

  1. Avoid spam trigger words or phrases in your emails. Common words include “cash,” “bonus,” “discount,” and “$$$.” In your subject lines, be sure to avoid phrases such as “Risk Free” and “Buy Now,” as using these phrases gives you a high chance to be placed directly in the spam folder.
  2. Be sure to provide a preference center where your contacts can choose how and what types of emails they get sent and the frequency. Giving them this option prevents unsubscribes and therefore allows emails to continually get sent, which translates to a better engagement. The higher engagement is noted by your ISP which ultimately increases your derivability.
  3. Always use “clean” lists. It is important to only send to contacts that want to be emailed. Even if they are subscribed, make sure they are active and showing interest in your products or services before sending emails.
  4. Review your sender score weekly at A sender score is a number that comprises of a number between 0-100, with 100 being the best score. This score is based on many factors such as how long you have been sending emails, how many emails you send, how many of those emails get caught in spam traps, your bounce rates, and blacklist rates. Generally anything 90 and above is a great score. Make the necessary improvements based on reports to maintain a 90 or above.

Personalizing Emails

Companies now have the ability to collect many data points on each contact. This data should be leveraged and used to personalize emails so that the emails portray an enhanced customer experience. Generic emails should be a thing of the past and they should reflect a more personalized user experience moving forward. Personalizing emails serves as a vehicle to grab the attention of the customer and supports increased engagement. As a result, it improves open and click through rates.

Responsive Design

Mobile first is a method used when creating emails and web pages to ensure that they fit the screens of different devices automatically, all while displaying the content optimally. As the reliance on mobile to view and read emails increases, having a mobile first strategy safeguards you from losing valuable conversions due to improper formatting. Your contacts receiving these emails will easily be able to navigate through the emails and easily find what they are looking for.  Emails being intuitive and easy to navigate through are essential. There is a small window of opportunity in which an email must capture the attention of the reader. Emails that take advantage of this can have a positive and direct impact on conversions, making this a vital strategy to adopt.

Track Your Success

Initial deployment of campaigns are fluid and may require certain tweaks in order to achieve benchmark metrics. It is essential that you always analyze your campaign performance in order to understand what worked and what can be improved on. Reviewing the metrics can give you ideas on what could and should be changed. For example, if open rates are low, then better subject lines and perhaps a cleaner list are areas of improvement. For all your campaigns, you should constantly monitor and re-evaluate them to find areas that can be optimized. Based on that analysis, be sure to put the new strategies in place.

When you start to implement your next campaign, I encourage you to keep these strategies in mind to see how they can benefit your brand. Each campaign will have a different purpose and different segment, but these core campaign strategies will be a great guide to help you ultimately achieve the best performing campaigns. Need assistance? Please, reach out!

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