6 Email Campaign Steps You Don’t Want to Miss

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6 Email Campaign Steps You Don'T Want To Miss 1

According to OptinMonster, email marketing has an average 𝟒𝟒𝟎𝟎% 𝐑𝐎𝐈. That’s no typo! Email marketing is essential for businesses and even more critical for B2B companies. About 60% of B2B marketers say email campaigns are their top source for lead and revenue generation.

An email campaign is more than just writing a monthly email and a call to action (CTA) button. When it comes to making a click-worthy, revenue-generating, friend-sharing email, make sure you have all your bases covered. Keep reading for six key email campaign steps you don’t want to miss.


47% of people open emails solely based on their subject line; therefore, creating a strong, unique subject line is essential to motivating your contact list to open up your email. There’s a big difference between seeing “July Company Newsletter” and seeing “You’re 3 Steps Away From Doubling Your Revenue.” 

Make sure your subject line teases a value proposition – a pain point solved by your email’s content. Treat your subject line as a way for you to get crafty and summarize the topic of the email campaign in a succinct and punchy way. You won’t persuade your readers to keep your email safe from the delete button if you’re too vague. 

Pro Tip: Pair your creative subject line with interesting preview text for the best results.


Each email campaign has a separate purpose. Are you following up with prospects? Introducing a new service? Advertising a holiday promotion? Every campaign will warrant different copy, relevant content, and CTA. 

For example, if your campaign is about “B2B Marketing Tips,” you’ll need to:

  • Write a compelling paragraph or two
  • Feature relevant blogs or social media posts
  • Choose a CTA that revolves around B2B Marketing Tips and how your company can help

In this case, you wouldn’t want a giant “LEARN MORE” button that would lead to your client testimonials page. Instead, you’d want to lead them to your services page to learn more about what you have to offer! Making sure your email campaign has a clear purpose and relevant CTA is essential.


Yes, even your images and graphics can have a CTA! While hyperlinks are extremely effective, make everything easier for your readers by adding links to images as well. This way, every section of your email content can have one specific CTA to lead your readers where you want them to go. 

Instead of scrolling past your graphic on your next trade show attendance email and looking for the right hyperlink to learn more, readers can also click on the graphic itself to be routed straight to the source of information. 

Pro Tip: Add UTM codes to the end of all your link URLs to be able to track further analytics and see which link was the most effective. 


An email footer can let you add extra links and information about your company that isn’t directly specific to the email campaign. A good email footer gives people who want even more information a place to find all the info they could want. 

Include the essentials like: company name, office address, company phone number, website URL, and social media links. Jazz things up by: creating a graphic footer including your branding and logo, adding direct links to popular pages on your website, or even adding your company motto. 

The best part about making a stellar email footer is that you can use it over and over in every email campaign going forward.


Emails that are not optimized for mobile (smartphones and tablets) are deleted by 42% of people. Keep your artfully crafted email campaign from the tragic fate of the delete button by testing your email on mobile. 

Most email marketing platforms have a way to preview the email on mobile. You can even send yourself a test email and view it on your own mobile device to check for any readability issues. Double-check that your images, graphics, and text aren’t too big or too small for mobile before you schedule it.


Last but not least, the day and time you send your email can help you stand out. Avoid days of the week and times of day where B2B employees would have overstuffed inboxes. When inboxes are full, unopened emails are more likely to be trashed. 

According to Coschedule, the middle of the week (Tuesday, Wednesday, Thursday) are the optimal days to get email opens with Tuesday as the unanimous best day to send an email. The best times to schedule are in the early morning, late morning, afternoon, or late evening (times when people are more likely to be free to read their non-work-related emails). Aim for 6 AM, 10 AM, 2 PM, or 8 PM+ for the biggest bang.

Email Marketing at Its Finest

Follow these steps to get your emails clicked, shared, starred, and ultimately create leads for your business. If this list of email campaign steps is overwhelming for you – we can handle it! 

Our team of expert marketers can strategize the perfect email campaign that will avoid the threat of unsubscribe or delete buttons and bring your company more business! Learn more about our award-winning digital marketing agency, Marketing Refresh, and get your email marketing in shape!

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