Why It Matters
Campaigns turn email from a megaphone into a conversation. Instead of randomly sending messages whenever you feel like it, you're building a sequence with a clear objective and measurable outcomes. A well-structured welcome campaign, for instance, can increase long-term engagement by 33% compared to a single welcome email.
How It Works
Every campaign starts with a goal: drive sign-ups, recover abandoned carts, announce a feature. From there, you decide who gets the emails (your segment), how many emails to send, and what triggers each one. Drip campaigns send on a fixed schedule. Triggered campaigns fire based on subscriber actions — like opening a previous email or visiting a pricing page. The best campaigns combine both approaches.
Quick Tips
- Define a single primary CTA per email — multiple competing links confuse readers and dilute click-through rates
- A/B test subject lines on 10–15% of your list before sending to the rest
- Track conversion rate, not just opens — a 50% open rate means nothing if nobody takes action
- Space emails 2–3 days apart in a drip sequence; daily sends spike unsubscribes fast