What is an email marketing campaign?

Email campaign

An email campaign is a coordinated series of marketing messages sent to a targeted group of subscribers with a specific goal. That goal might be driving sales, nurturing leads, announcing a product launch, or simply keeping your brand top of mind.

Unlike one-off emails, campaigns work as a sequence. Each message builds on the last, guiding subscribers toward a desired action. The best campaigns combine compelling content, smart timing, and clear calls to action to turn inbox attention into measurable results.

How email campaigns fit into your marketing strategy

Email remains one of the highest-performing channels in digital marketing. It gives you direct access to people who've already raised their hand and said they want to hear from you.

A well-designed email campaign does more than broadcast messages. It creates touchpoints throughout the customer journey. Someone who just subscribed gets a welcome sequence. A shopper who abandoned their cart gets a reminder. A loyal customer gets early access to new products.

This flexibility makes email campaigns essential for both acquisition and retention. You can use them to warm up cold leads, convert browsers into buyers, and turn one-time purchasers into repeat customers.

Types of email campaigns

Different goals call for different campaign types. Here are the most common:

• Welcome series: Introduces new subscribers to your brand and sets expectations for future emails
• Promotional campaigns: Highlights sales, discounts, or limited-time offers
• Product launch emails: Builds anticipation and drives early adoption for new offerings
• Abandoned cart sequences: Recovers potential sales from shoppers who left without purchasing
• Re-engagement campaigns: Wins back subscribers who've gone quiet
• Newsletter campaigns: Delivers regular value through content, updates, or curated resources
• Post-purchase emails: Confirms orders, provides product tips, and encourages reviews

Each type serves a distinct purpose in your email marketing strategy. The key is matching the campaign type to where your subscriber sits in their journey with your brand.

What makes an email campaign effective

Strong campaigns share a few characteristics: they're relevant to the recipient, clear about what they're offering, and easy to act on.

Relevance comes from segmentation. Sending the same message to your entire list rarely works. Instead, group subscribers by behavior, preferences, or purchase history. A first-time visitor needs different messaging than a repeat buyer. When Ducks Unlimited Canada started using segmentation, their email click-through rates doubled within three months (Ducks Unlimited case study).

Clarity comes from focus. Each email should have one primary goal and one clear call to action. When you ask subscribers to do too many things, they often do nothing.

Ease of action comes from design. Mobile-friendly layouts, scannable copy, and prominent buttons remove friction between reading and clicking.

Building your first email campaign

1. Define your objective. What specific outcome do you want? More sales, more sign-ups, more engagement? Pick one.
2. Identify your audience. Who should receive this campaign? Use your data to create a segment that matches your goal.
3. Map your sequence. Decide how many emails you need and what each one accomplishes. A simple abandoned cart sequence might be three emails over five days. A welcome series might be five emails over two weeks.
4. Write for your reader. Lead with what matters to them, not what matters to you. Focus on benefits, not features.
5. Set up automation. Use your email marketing platform to trigger emails based on subscriber actions. This ensures the right message reaches the right person at the right time.
6. Test before you send. Preview on multiple devices, check your links, and send test emails to yourself.
7. Measure and adjust. Track open rates, click rates, and conversions. Use what you learn to improve future campaigns.

Common email campaign mistakes

Sending to everyone. Batch-and-blast emails ignore what makes each subscriber unique, and they underperform compared to segmented campaigns.

Burying the point. If subscribers have to scroll to find your offer or call to action, many won't bother.

Inconsistent sending. Going silent for months then flooding inboxes damages trust and deliverability. Find a sustainable cadence and stick to it.

Ignoring mobile. More than half of emails are opened on phones. If your design breaks on small screens, you're losing conversions.

Skipping the welcome sequence. New subscribers are most engaged right after they sign up. Missing that window means missing your best chance to make an impression.

FAQs

What's the difference between an email campaign and an email automation?
A campaign is typically a planned series of emails sent around a specific event or goal. An automation is triggered by subscriber behavior and runs continuously. Many successful strategies use both.

How many emails should be in a campaign?
It depends on your goal. A flash sale might need two emails, while a welcome series often works best with four to six. Start simple and expand based on what your data tells you.

How do I know if my email campaign is working?
Track metrics that align with your goal. For awareness, watch open rates. For engagement, monitor clicks. For revenue, measure conversions and revenue per email. Compare against your own past performance to spot trends.

Can I run multiple campaigns at once?
Yes, but be mindful of how often individual subscribers receive emails. Too many messages too quickly can lead to unsubscribes or spam complaints.

Ready to build campaigns that convert? Start your free ActiveCampaign trial and see how automation makes it easier.