Step by Step: How to Create Strategy-Based Email Campaigns

It is universally agreed among the B2B world that email remains the most effective and preferred method of communicating with current and potential vendors.  Many people receive hundreds of emails every day and only a few of them actually stand out enough to be opened and read.  But not to worry!  Follow these steps to create effective and memorable emails.


Step 1:  Define the end goal

Email can be used to accomplish several of your business and marketing goals.  It could be simply an introduction, a request for a meeting, or to share an article, case study, or other piece of marketing material.  Before you begin writing your email, decide what you’re looking to get out of this specific effort.  Do you have a current special promotion or discount to promote?  Maybe a new feature or additional offering?  The main goal of your campaign will be the foundation that you build the messaging around.

Step 2:  Write the Content

Once you’ve defined your goal(s), you can begin writing your message.  The end goal will define the attention-getting aspect of the message, such as your current promotion.  Now that you have their attention, what normally makes your company stand out from the competition – the reason that companies ultimately choose your product or services?  Think about pain points that you address with your client base.  What problem is your target base looking to solve?  How do you address that problem?  The content of the message will be what inspires that person to take further action to engage with you.

Step 3:  Personalize and Segment 

This is the step where you decide who that well-crafted email should be delivered to.  Different types of messages and offers appeal to different types of people within an organization based on their job duties, communication preferences, and schedules.  Maintenance Managers may be more likely to open one type of email at a certain time of day, while Finance Managers may be entirely different.  Use the best practices that your sales team already lives by.  Time of day when the people in your target segment are normally less busy, pain points that are specific to their department or level, even factors like level of familiarity/casualness can be important factors in making sure your message gets across as intended.


These simple rules are a high-level look at how to get started on the path toward creating custom messaging that conveys your company’s purpose and personality.  To learn more about how LeadSeek utilizes these principles to create effective messaging and campaigns for our clients, click here to drop us a line!