Email campaigns are a highly effective digital marketing strategy of sending emails to current and prospective customers. Regularly sent emails help build relationships between your business and clients, serve as a reminder to use your services, and communicate any promotions or other important information. Below are some tips on building single-send email campaigns that cover topics like: 

  • What content to choose 
  • How to use images properly 
  • What should be considered when creating a design and deciding on calls to action
  • What last steps should be taken before sending your campaign


  • Make sure that the content is relevant to the recipients and provides value. People can grow tired of “fluff” emails. When you do send a “just because” email, sneak in some content that might be interesting to your client. 
Figure 1: Labor Day email that includes a link to an article that might be interesting for the recipient
  • Use conversational language and short sentences. 
  • Keep your emails brief, especially if you plan on sending them out regularly and often. 
  • Personalize emails by including the recipient’s name. Many email platforms allow the use of dynamic variables that can be set up to display a person’s name or any other information you have available to you (address, age, etc.) 


  • Images in emails are tricky. They are great for conveying information in a visually pleasing and easy to consume way, but there are some caveats.  
  • Do not include vital information in an image. Some users might have graphics blocked in their email client for security reasons (or they might simply not know how to enable them).  
  • Animated graphics are great for adding certain dynamic to the email body, as long as it doesn’t make the overall loading size too large. 
  • Host graphic files on a trusted and fast Content Delivery Network to ensure that every image is loaded as fast as possible when your email is viewed. 
  • Include a text alternative for all meaningful images in your email. To do that, include an “alt” tag with every image and fill it in with the description. 
Figure 2: Images enabled
Figure 3: Images disabled. Logo and banner images have alternative text set up, so the recipient has an idea of what the images were supposed to convey


  • Use your website’s design for inspiration. You do not need to copy it completely, but it might be a good idea to include some design elements to keep the branding consistent across all your digital marketing materials. 
Figure 4: Footer of AG Marketing Solutions’ website
Figure 5: Footer of AG Marketing Solutions’ email. While it is not an exact copy of the website’s footer, there are certain elements that make the viewer understand that it is the same company
  • Use large blocks and simple layouts. I would recommend 2 columns at the most. The font size should be at least 16px so it is readable across devices.  
  • As with any digital material, your email should be responsive. Your recipient should be able to open it on any device and have no problems viewing the content. It should not be too small to read or too difficult to navigate. 
  • Use white space and lists to avoid heavy-looking blocks of text. Emails should be easy to scan. 

Call To Action 

  • Be clear about what action you want the recipient to take and ideally only ask for one actionable task per email.  
  • You can include other “actions, such as ways to contact you or additional links to products. But there should be one big call to action that stands out. Ideally, it would correspond with the subject of your email blast.  
Figure 6: Main call to action is outlined in yellow, and the secondary calls to action are outlined in red

Before Sending Your Campaign 

  • Testing is very important when it comes to developing email campaigns. Your emails might look flawless in the browser window but become unrecognizable when opened in an Outlook client. Be sure to test your email by sending and opening it in different email clients to ensure consistency and quality. 
Figure 7: Testing results in Outlook email clients
  • Spell check all copy and click every single link.
  • Your email must have an Unsubscribe link. Make sure to check for that. 
  • Optionally, include a “View in a Browser” link that will open a copy of the email in a web browser.

Email campaigns might be time-consuming to create, but they are very much worth the time and effort invested.  Are you interested in building your own email campaign? We would be happy to get you started! Contact our web department to get a quote today. 

About the Author

Katya Robinson

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