Posted 22nd September 2014 | By ExtraMile

A good email campaign can boost your business in a multitude of ways. It builds brand recognition and a rapport with your clients, as well as spreading your message far and wide.

To guarantee you are making the most of your own email marketing here are my top 5 tips.

1. Keep brand recognition throughout.
It sounds obvious but making sure your logo and branding clearly visible above the fold is absolutely essential and worth repeating. If you have a colour scheme or font associated with your brand – use it!

2. Make sure it's been well designed.
Sometimes it's hard not to judge a book by it's cover, and it's the same with your email campaign. People are busy, often with very cluttered inboxes, so it's important to grab their attention the second they open the mail with a professional and beautiful design. Our own designer's golden rule? Make everything as plain text as possible - it's a well known fact that the majority of email clients block images when opening an HTML email, so make sure your message gets across by putting it in writing!

3. Confirm it complies legally.
Before you're ready to 'lock and approve' make sure that you have covered your bases legally. Ensure that you've included an unsubscribe button and any relevant copyright information – if you've made any statistical claims make sure you can back them up.

4. Consider when you send your email.
When you think about who your target audience is you may want to reconsider what time you are scheduling your email to send. Sending it primarily to directors and CEOs? Then you may want to think twice about that 5pm Friday slot...

5. Track the results – and use them!
Embedded tracking (which all professionally produced email campaigns should have) will allow you to monitor open and click rates, and the bounces and unsubscribes, so you can see instantly which articles or buttons were the most popular, as well as being able to see whether your email is being shared on social media. Use this data to see how well your email campaign is serving you and identify gaps for improvement.

To end with I’d like to share some of my favourite art and design themed email designs from Dutch furniture designers Mobilia Woonstudio, ceramics artist Lindsay Rogers and Social Print Studio;


Written by Philippa Graham, Lead Online Editor at ExtraMile Communications.

At ExtraMile we try to take an hour out each week to look around us at what others do and to gain inspiration and to admire people's creativity. Each post in this series is one staff member's take on the world of web, design and things online. We hope you enjoy it.


About ExtraMile

A digital marketing agency with international capabilities