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Email marketing was and still remains an essential part of lead generation. This method is equally effective for B2B and B2C companies, but to make the best of their efforts, marketers will have to get creative. Since almost 270 billion emails are sent every, a generic approach that used to work in the early 2000s will not work in 2020. So, whats are the main tips and tricks of running a successful email marketing campaign? Let’s find out below.

Everything starts with a solid email list

Obviously, the first step to starting an email marketing campaign is to get a solid list of people you are going to contact. And, given that nobody loves spam in their inbox, this list has to be carefully targeted so that marketers can only send info their recipients will find of value. But, before we even get to targeting, let’s see how you can collect your leads’ emails.

Get customers’ emails from social media ads

One of the best ways to generate new leads is to run an ad on social media — for example, Facebook or LinkedIn. For this, you will have to offer your target audience something of value — an interesting article, white paper, video tutorial, etc. To access this content, your prospective clients will be redirected to a landing page on your site where you ask them to subscribe to your mail list. If the content you offer is truly engaging, most people will not mind hearing more from you. That is why social media ads can be effective in generating leads and collecting their valid email addresses.

Use special email finder tools

Another way to collect leads’ emails is to make use of special software. There are plenty of tools that can help with that, for example, SignalHire. This is a subscription-based service that gets integrated into your browser and helps you find practically anyone’s email in a click. For example, when looking up people on social media, you can click on the Chrome extension and get everyone’s valid email and phone number.

You can also browse SignalHire internal database by keywords and industries. So, if you are about to promote a new development tool, it’s wise to search for professionals in this niche. This is a handy and quick way to get multiple professional contacts in just a few clicks.

Few words about targeting

There are tons of information on customer targeting, so we will not dig into this subject here. But, as a reminder — a marketer should have a very clear idea about their target audience. Who are the people you are contacting? How old are they, where do they live, which mobile devices they are using? Every minor detail has meaning, and the exact answers will depend on the product or service you are offering. In a nutshell, a carefully targeted audience are people genuinely interested in your offers because they see value in them. So, targeting is not about how good you are, but about how your offers can make the clients’ lives better.

Setting your campaign goals

Marketing goals can be very different, but most email campaigns are run to generate leads, keep your existing customers updated about new offers, and nurture your current leads/customers (read: remind them about your existence). All three are different types of campaigns that call for different marketing approaches.

Generating new leads

This is the most challenging type of email marketing campaign because it’s cold. In other words, you may be contacting people who know nothing about your company, service, or product. You will have to target people who may be interested in your offer and present information in a way that catches their interest. The conversion rate with this type of email marketing will not be high, but you can boost your chances of success if you have a properly targeted email list.

Informing your clients about new offers

This type of campaign is less challenging because you are already contacting people you’ve done business with. Still, do not expect a 100% success rate here either because not all of your existing clients will be interested in every new offer of yours. Still, it would not hurt to remind them of yourself now and then. Here, the biggest trick is not to overdo because you may end in the spam list.

Keeping your customers engaged

This campaign type is the most time- and effort-consuming. Here, the goal is not to inform people about new products and services (that is, try to sell them something), but to keep them engaged and interested in your business. If your site has a quality, informative blog, you can send existing customers links to your latest articles or videos. Once again, the trick is to offer the highest quality content your clients will be interested in.

Different types of emails

Just like there different types of email marketing campaigns, there are different types of emails within each separate campaign type. Do not try to craft a one-fits-all letter. Instead, think of several email types that are the backbone of every email marketing campaign.


Promotional emails are used for lead generation and informing customers about your new offers. Here, the goal is to make your content brief, engaging, and informative. You should use eye-catching fonts and graphics, and you should be able to convey how your prospects will benefit from your offers.


Seasonal emails are sent to keep your clients engaged and to promote your offers. Usually, they have info about Christmas discounts, special Valentine Day’s offers, and other major holidays in your area. It’s important to send those when the holiday spirit is already in the air, but not too late. Remember, you will not be the only person for advertising holiday discounts.


Newsletters are typically sent to keep your customers engaged. They do not try to sell any product or service, but they do have a goal of reminding your clients about yourself. It is also wise to include clear calls to action that redirect customers to your website, boosting engagement and SEO stats.


Those are the most basic tips for running a successful email marketing campaign. Depending on your product, service, and target audience, you may have to add more details and use a bit of extra effort. Still, this list offers everything you need to get started with your campaign, so happy emailing!