E-mail marketing: what it is, data and strategies for effective campaigns

In a context where automation is becoming increasingly central, e-mail marketing remains one of the most reliable channels for building relationships, generating demand, and guiding customers throughout the entire lifecycle. When embedded within a well-defined Marketing Automation strategy, e-mail becomes even more powerful: not just a “send,” but the activation of targeted messages based on behaviors, preferences, and CRM data.

What is E-mail marketing

E-mail marketing encompasses all activities that use email to communicate with profiled contacts (leads, prospects, customers) with specific objectives: informing, educating, converting, and retaining.

Unlike other channels, e-mail combines audience control (the list is a proprietary asset), personalization, and measurability (opens, clicks, conversions), making it particularly effective even for complex B2B strategies.

E-mail marketing usage data

Despite the evolution of digital channels, e-mail continues to grow in both volume and relevance:

• Over 361 billion emails are sent and received worldwide every day (2024), with projections exceeding 424 billion by 2028

• E-mail marketing is consistently cited as one of the highest ROI channels: approximately $36 for every $1 invested

How to create E-mail marketing campaigns

An effective campaign starts long before the subject line: it requires strategy, data, and a clear process that combines creativity and measurement. The goal is not simply to “send,” but to build a coherent journey that guides individuals from first contact to conversion (and beyond), while maintaining message relevance.

1) Define objectives, audience, and KPIs

Start with a simple question: what should happen after this e-mail?

Examples: book a demo, download content, respond to an invitation, complete a purchase, re-engage after inactivity.

Then define measurable KPIs aligned with your goals:

• Open rate and deliverability (to assess list quality and domain health)
• CTR and click-to-open rate (to evaluate content and call-to-action effectiveness)
• Conversion rate and revenue/pipeline (to measure business impact)
• Unsubscribes and spam complaints (to monitor alignment between promise and value)

2) Segment your audience

Segmentation is the foundation of performance: the more homogeneous the audience, the more specific and effective your messaging.

Segment using a combination of:

• Demographics (role, industry, company size)
• Interests (stated preferences, topics followed)
• Behavior (clicks, page views, downloads, event participation)
• Funnel stage (awareness, consideration, decision)
• Customer status (new, active, at risk of churn, ambassador)

Strategic tip: Always integrate e-mail marketing with your CRM to enable more precise segmentation, trigger event-based communications (e.g., opportunity stage changes, scheduled meetings, renewals), and measure impact on pipeline and sales.

3) Design your message

Each email should include:

• One main idea (just one)
• A clear benefit (what the reader gains)
• A readable structure (strong opening, key points, proof/credibility)
• One primary call-to-action (avoid dispersion)
• The difference lies in usefulness: less “we,” more “you.” Focus on content that resolves doubts, reduces risk, or simplifies decisions.

4) Optimize design and UX

Most emails are read on mobile devices, so layouts must be simple and scroll-friendly:

• Short paragraphs and clear hierarchy
• Prominent CTA buttons
• Lightweight, functional images (not decorative)
• Clickable text and links without zooming
• Consistency between email and landing page (same promise, same message)

5) Plan frequency and calendar

An editorial calendar prevents “email bursts” and supports consistent engagement.

The ideal frequency depends on context (B2B vs B2C, sales cycle, content type), but the rule remains: fewer emails, higher relevance.

6) Activate automations and triggers

The real step change comes when email becomes part of a guided flow:

• Welcome series after signup (activation and early conversions)
• Nurturing after downloads or key page visits
• Post-webinar/event follow-ups (content + next steps)
• Re-engagement campaigns (attention recovery or list cleaning)
• Onboarding and customer marketing (adoption, upsell/cross-sell, renewals)

How to improve open rates, clicks and ROI

Optimization requires working across multiple levers, rather than chasing a single metric:

• Deliverability: clean lists, authentication, bounce management 

• Subject line and preheader: clarity and value promise; continuous A/B testing

• Meaningful personalization: not just names, but content and timing based on behavior and interests

• CTA and structure: one clear, action-oriented call-to-action

For a deeper guide, see Impresoft Engage’s insights on e-mail marketing campaigns.

Email marketing examples

The best examples are not templates to copy, but logical models: each format serves a specific objective and performs best when integrated into a broader journey.

1) Welcome series (3–5 emails)

When to use: after newsletter signup, demo request, content download, or account creation
Why it works: captures peak attention and sets expectations and value

Typical structure:

• Email 1: welcome + “what you’ll receive” + simple CTA (e.g., set preferences)
• Email 2: useful resource + credibility proof (data/cases)
• Email 3: deeper insight into a specific problem + next step (demo/consultation)
• Email 4 (optional): social proof + decision CTA
• Email 5 (optional): soft “last call” + alternatives

2) Newsletter

When to use: to maintain relationships, drive traffic, and establish thought leadership
Why it works: builds habit and positioning, especially in B2B

Effective formats:

• “3 insights + 1 resource + 1 case”
• “One question, one answer” (FAQ-driven)
• “Weekly brief” (curated, not just links)
• Best practice: consistent format, tone, and soft CTA (e.g., “learn more,” “read the case”).

3) Promotional campaigns (B2B/B2C)

When to use: launches, promotions, events, limited-time offers, trials
Why it works: combines urgency and value

Typical sequence:

• Announcement
• Reminder 1 (objections/FAQ)
• Reminder 2 (social proof or bonus)
• Final call (clear, authentic urgency)

4) Post-download lead nurturing

When to use: after content downloads or repeated interest
Why it works: builds trust through incremental value

Example flow:

• Email 1: resource + key takeaways
• Email 2: practical deep dive
• Email 3: comparison/alternatives
• Email 4: use case
• Email 5: demo or assessment invitation

5) Re-engagement campaigns

When to use: inactive contacts
Why it works: improves metrics and database health

Typical content:

• “Do you still want to hear from us?”
• One-click preference survey
• Best content recap
• Soft incentive (webinar, premium content)

6) Customer onboarding and adoption

When to use: after purchase or activation
Why it works: accelerates time-to-value

Typical sequence:

• Setup guidance
• First quick win
• Key features and use cases
• Best practices and resources
• Check-in + optional human support

7) Enhanced transactional emails

When to use: confirmations, notifications, password resets, order updates, support tickets
Why it works: high open rates + opportunity for added value

Example: registration confirmation + related resource + CTA to complete profile or preferences

Conclusion

Email marketing works when it evolves beyond a simple “send” into a system: segmentation, content, automation, and CRM integration. Within a Marketing Automation strategy, every email becomes more relevant, measurable, and aligned with business goals.

If you want to improve performance and processes—from deliverability to automated workflows—exploring the approach of an experienced partner like Impresoft Engage is an excellent starting point.