21st July 2021

Top Tips for your Email Marketing Campaigns

You probably already know that perfecting the content of your email campaigns is crucial in capturing the audience’s attention.

There are a lot of factors to consider when creating an email campaign, here at Intilery we know that it can be difficult to get everything right, so our Marketing team have put their heads together to give you their top tips and tricks for perfecting your email campaigns.

Tone of Voice

Any marketeer will know that tone of voice is an important aspect of any marketing campaign, and this is no different for email campaigns.

Your tone of voice should reflect your brand. It’s as simple as that. If you are well established and your company has already set a tone of voice, fantastic, you should follow that. Why not examine the social media output, or speak to your colleagues within the marketing department, see what tone they use in other areas and campaigns? This way you can be certain that you are keeping the tone of the emails in line with that of the rest of the company, creating a unified and consistent tone across all channels.

If you are unsure of your businesses tone of voice and need to dedicate some time to figuring it out, then make sure you do so before you send out any marketing communications. It really doesn’t matter what approach you settle on; you might decide you want your brand to appear as fresh and energetic, or more professional and business-like, perhaps you’d like a mix of both. There is no right or wrong answer, just ensure whatever you choose you stick to presenting yourself in that way.


Whereas your tone of voice should be reflecting your own brand, your language choice should reflect the audience you are targeting. As you might have guessed, this does mean that your language can differ depending on who your campaign is targeting, factors such as age, occupation and product should all be considered.   Your language choice can have a huge impact on how successfully you can capture the audience’s attention, ensuring you get it spot on for each group you target is essential. Let’s look at these factors in a little more depth…


As you can imagine, your language will differ dependent on the age group you are targeting, or it’s a possibility that your brand only aims to target one age group, in this case you must ensure the language you use appeals to them. For example, take a fresh and fashionable clothing brand that aims their products at teenagers and young adults, they are likely to use terms such as ‘FOMO’ (fear of missing out) and “No Filter Needed’. Yet a clothing brand that targets an older audience potentially won’t use any slang/acronyms when sending out marketing communications. Take some time to consider who you are targeting, perhaps even delve into some research to find out whether the language you are using reflects the age group you are targeting.


Targeting by occupation is a big one to consider, especially if the product/service you sell can benefit several industries but in differing ways. There’s a possibility that you may need to appeal to certain sectors, to do this, you should aim to include certain workplace jargon that is reflective of the language that your selected audience would use. This can really help to appeal to your target group but will also go a long way in presenting yourself as an expert in their area. This is key in building the audience’s trust in your brand and product.


Altering your language to suit your brand/product is key to ensuring you are marketing yourself in the best way possible. For example, if you sell a high-end product then consider using terminology such as ‘elegant’, ‘sophisticated’ and ‘luxurious. Obviously, it will directly relate to your product, perhaps do some keyword research surrounding your brand and the industry you are a part of. This will help you to discover a clearer direction to go in when including language that relates to your product.


Including images in emails is a great way of making them more visually appealing, in a similar way to your tone of voice, it’s important that your imagery reflects the brands current output. For example, there is no harm in taking imagery from your social media campaigns and utilising it in your email campaigns. Of course, you may need to edit said image so that it can be optimised, but there is a real benefit to using imagery that is the same or of a similar nature across your company’s channels. Having consistent imagery will help to highlight the brands image to the audience.


Again, relating to the brands image, using relevant CTAs that mirror your branding is important in maintaining a level of cohesion across channels. Your CTAS should be compelling, the reader should want to engage with your email campaign, perhaps take it a step further than the standard ‘Learn More’ or ‘Read More’, trial some more inventive ways to get readers to interact with your email content.  

These tips and trick are just a handful of factors you should consider when creating your email campaigns. Naturally, the more time you spend building emails, the more you will learn about what it takes to design engaging campaigns. Hopefully, our marketing team’s pointers have given you a starting place to start perfecting your email marketing campaigns.

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