Running a small business means every marketing dollar has to count, and few channels deliver like email. With an average return of $36 for every $1 spent, email marketing remains one of the most effective and affordable ways to grow your business.

The trick isn’t just sending more emails. It’s building email marketing campaigns that work together to drive real results. Whether you’re promoting a new product, re-engaging past customers, or building brand loyalty, the right strategy can help you reach your goals faster.

In this guide, you’ll learn how to plan, create, and send email campaigns that not only look great but actually perform — step by step, no marketing degree required.

What is an email marketing campaign?

An email marketing campaign is a series of connected email messages that promote your business to your target audience. The classic example of an email marketing campaign is several emails promoting a new product, but there are actually tons of different types of campaigns. 

Email marketing campaign ideas include:

From retail to real estate, email marketing campaigns can help businesses of every kind reach the right people and get results.

How to create a successful email marketing campaign

There are several factors involved in any successful marketing campaign. Follow these steps to start building your own. 

1. Select your audience

A successful campaign starts with knowing who you’re talking to. It’s tempting to send your message to everyone, but the most effective campaigns speak directly to a defined audience. With email list segmentation, you can ensure your audience only receives the most relevant messages.

One campaign might focus on re-engaging loyal customers, while another could aim at generating email leads and attracting new ones. Each group has different needs — and when you tailor your message to match, your results will follow.

2. Define your goal

Before you start writing or designing, get clear on what success looks like. Setting a goal gives your campaign direction and helps you focus your time and effort where it matters most.

Common goals for email marketing campaigns include:

  • Increasing brand awareness
  • Driving website traffic
  • Boosting customer engagement
  • Improving conversions
  • Generating or nurturing leads
  • Enhancing customer retention

Use the SMART goal framework — Specific, Measurable, Attainable, Relevant, and Time-bound — to keep your goals realistic and actionable. For example, instead of saying “Increase sales,” try “Increase web sales by 10% by the end of Q2 by targeting new customers.” The second goal is clear, trackable, and gives you a roadmap to follow.

Finally, make sure your campaign goals tie back to your overall business objectives. Your email campaigns should work hand in hand with your bigger growth strategy.

3. Set your campaign strategy

Your campaign strategy is the game plan for how you’ll reach your goals. It covers the key details — how often you’ll send emails, when they’ll go out, and who will receive them.

There’s no one-size-fits-all formula for success. What works for one business might miss the mark for another. You can take inspiration from proven email marketing campaign examples shared later in this blog, but make sure to tailor your approach to your audience, goals, and brand voice. The more your strategy reflects your unique business and audience, the better your results will be.

4. Create an email  

Once you’ve set your goals and built your email marketing campaign strategy, it’s time to craft your message. Every element plays a role in whether people open, read, and click, so get familiar with each piece.

Email Section Explanation
Preheader text The short line of text next to or below the subject line. Use it to expand on your subject or add a teaser that encourages readers to open.
Email header This is what your recipients see before they even open your message. It contains a few key details that grab attention and set the tone for what’s inside.
From name This is who your email appears to come from — usually your brand or a recognizable team member. Choose something your audience will instantly recognize and trust.
Subject line Your first impression. Keep it short, clear, and benefit-driven so readers know why your email is worth opening. A/B test to see what resonates best.
Email content (body) The main message of your email. Write clearly, focus on one goal, and make sure your design supports your message, not distracts from it.
Call to action (CTA) Tell readers exactly what to do next, like “Shop now,” “Book today,” or “Learn more.” Make your CTA button easy to find and aligned with your campaign goal.
Images and design Use high-quality visuals and consistent branding. Keep your layout clean and mobile-friendly so it looks great on any device.
Footer The section at the bottom that keeps your emails compliant and connected. Include your business address, unsubscribe link, and links to your website or social channels.

5. Save time with email marketing templates

Designing every email from scratch takes time — and you don’t need to be a designer to make your messages look great. Using email marketing templates helps you move faster while keeping your branding consistent.

These ready-made layouts are easy to customize for any campaign, from promotions and newsletters to event invites and announcements. Just pick a template that fits your goal, add your content, and you’re ready to hit send.

6. Test, send, and learn from your email campaign

With all these elements complete, you may be tempted to immediately hit send and kick off your email marketing campaign. But wait! Before sending the first message to all your recipients, you need to test your campaign.

Start with quick technical checks to preview everything and make sure the message appears as intended on different devices. Then, consider A/B testing your email subject lines by sending two different versions to smaller audiences. With Constant Contact, the version that performs better will then automatically be sent to the rest of your audience list. 

Examples of excellent email marketing campaigns

Looking at some of the best marketing email examples may help you come up with ideas for your own. Check out these excellent email campaign examples.

Snif

Sample promotional email from candle brand Snif
This promotional email from candle company Snif uses bold brand colors, product images, and a giveaway to engage customers. The CTA button directs readers to the company’s Instagram, boosting their social media engagement. Image source: Snif 

Uncommon Goods

Uncommon Goods email sample
This Uncommon Goods email marketing campaign centered around the seasonal sale the company was running. It’s short and sweet, getting the information across immediately with “SALE” in a large typeface. Image source: Uncommon Goods 

Wellington Brewery

Constant Contact customer Wellington Goods uses email campaigns for special promotions, like this one offering a free coozie with a purchase. On average, the company earns $2300 in weekly revenue from email marketing. Source: Wellington Brewery

Choosing an email marketing platform

The right email marketing platform can save you hours of work and help you get better results from every send. A good platform streamlines everything — from writing and design to automation and tracking — so you can focus on what matters most: growing your business.

When comparing options, consider these factors:

  • Ease of use: You don’t need to be a designer or tech pro to create great emails. Choose a platform with drag-and-drop editing, built-in templates, and clear reporting that anyone on your team can use confidently.
  • Integrations: Make sure your platform connects with the tools you already use — like your CRM, ecommerce system, or social channels — so your data stays synced and your marketing stays cohesive.
  • Targeting: Look for robust segmentation and personalization tools that let you send the right message to the right people at the right time.
  • Optimization: Testing and analytics features help you refine your campaigns. A platform that supports A/B testing, mobile previews, and detailed reports makes it easy to learn what works.
  • Deliverability: Even the best emails can’t work if they don’t reach inboxes. Choose a provider known for strong email deliverability and compliance support to keep your messages trusted and secure.
  • Design capabilities: High-quality, customizable templates make it simple to stay on-brand while saving time.
  • Cost: Compare plans based on features and value, not just price. The best platforms help you scale your marketing as your business grows.
  • Send limits: Make sure the platform fits your current audience size and allows for growth without penalizing you for success.

Constant Contact checks every box with easy-to-use tools for design, automation, targeting, and optimization, plus best-in-class deliverability and integration options. It’s got everything you need to create, send, and track successful email campaigns in one place.

Harness the power of email marketing to grow your business 

A well-executed email marketing campaign helps you connect with customers, build brand awareness, and turn engagement into sales. The key is simple: set clear goals, create every message with purpose, and keep testing to see what works best for your audience.

With Constant Contact, you get more than just email — you get proven performance across email, social, SMS, and events, all in one easy-to-use platform. It’s everything you need to grow your audience and your revenue while you focus on the rest of your business.

Sign up for a free 30-day trial and see how Constant Contact helps your marketing work harder for you.