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HOW TO: Execute a successful email campaign

Email marketing has long been a favourite tool among marketers for its cost effective nature and also it's hard to beat ROI. How is it possible therefore that there is so much poor email marketing that passes to my deleted items each day?

It's because people think the tool is the answer. The mere fact that they are sending emails means they are doing it and succeeding. Nothing could be further from the truth. In a world where we are bombarded day-after-day with messaging from all corners - email, phone, SMS, Facebook and much more, your solitary email has to fight really hard to have a chance of standing out from the ever growing crowd.

The three words you need to remember to help you stand out are: segmentation, personalisation and testing. Any decent email marketing campaign allows you to deliver on all three.