Email campaigns need a very close link between designs and tracking data since the data will tell us the effectiveness of the design and we will need to constantly refine the design and message to bring in the right response.

Key elements that we need to work on to structure the email campaign:

1. Accurate Data: A good filtered list of the targeted audience is critical for success.

2. Sender's Name and Subject Line: The Sender's name and subject are the only reasons for someone to open the email and these must be credible. We should send emails with a personal name and not a business or proxy name. The subject must be inviting and serious.

3. Email Communication: The communication message in the email should be crisp and short to get attention.

4. Layout and Design: The layout and design must be elegant, open and very inviting. A professional design with a strong idea will help in getting attention and bringing admiration to the message and motivate a click-through and response.

5. Response: There have to be ways to generate a response, the best is to provide a form in the email that can be filled in and submitted in a single click. Next best is to offer a click that opens the website and then offers the message and form. The last is to expect a reply to the email. A telephone number placed prominently helps build credibility and enable the recipient to reach for the phone if the message is exciting.

6. Offer: To motivate a good response we must have an offer with a time limit that prompts the person to click and respond.

7. Unsubscribe: Good practice and compliance with anti-spam laws demands that we provide an Unsubscribe option.

8. Tracking: We should have a track of

a. Date and Time of sending.
b. Date and Time of non-delivery and reasons.
c. Date and Time of opening the email.
d. Date and Time of click / response.

9. Data Update: As emails are sent out the data must be updated and incorrect emails removed, unsubscribe requests acted upon and responses added. The database should be able to provide good statistics about the response of the campaign and the effectiveness of the email design and content.

10. Review and Refine: It is absolutely critical that we review and refine each email campaign. Testing the campaign is very simple with email and it is best to check the response of a small sample of 100-200 emails before sending out the larger volume. The email test campaign should aim to provide feedback for the design and communication and its overall effectiveness in getting visibility and response. Once the email has been tested and found to be effective, a larger volume roll-out can be attempted.

With a little discipline and structure, email marketing can be an effective tool that is low on costs but powerful in reach and impact. Good research, data. Professional design and content, and insightful review and analysis can help make this a productive method for your marketing objectives.