Emailing campaign : 5 tips to make it work

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In order to increase your customer loyalty or your conversion rate, you must have already set up an emailing campaign or a newsletter. Email is opened countless times every day, so you can be sure to attract attention by sending emails! 


To really make recipients want to open your email, there are several criteria to consider! The downside is that if you don’t know how to do it, there is a great chance that your recipients will unsubscribe from your newsletter. Let’s look at some tips on how to prevent this from happening!

Choose a short but explicit object

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The first thing that the recipient will see in his inbox is the subject line that you have given to your campaign. Most often, thanks to the different tools available, we have the possibility to use the first name in the subject of the email. That’s how we will attract attention! The rest of the subject line should describe exactly what the content or purpose of your email is. Of course, you are not going to write

“Hey (first name), buy our product!”

However, you can phrase it as a discovery.


“Hey (first name), check out our newest product!”


It makes you want it a lot more all at once, doesn’t it? It’s with a catchy, personal subject line that you’ll get recipients to open your email. After that, it’s up to the content!

A qualitative list of recipients for your emailing campaign

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Do not go looking for random email addresses for your campaign. First of all, it is not very RGPD friendly and above all, if it is not your core target, your mailings will be useless! Your list of recipients must be built little by little thanks to the addresses you have collected. These same addresses belong either to your customers or to prospects who have signed up for your newsletter on your website.

This is very important, because if you want good numbers for your emailing campaigns, using a list without interested potentials would be useless for you (and even annoying for them..)

Structure your emailing campaign

Just like an article or a website page, the structure of your email is crucial. If the layout doesn’t look appealing, you can be sure that no one will click on your links!

Design your emails carefully. Textual content is as important as graphic content, so don’t neglect either. Some brands have managed to get very creative with their newsletters, so you can let loose too!


Use images. The most important thing is that your company logo is at the top of the page, so that people know who they are dealing with. A title in the email itself is also important, it must be highlighted: in bold or large, you decide!


Then make sure that the content of your email is well spaced out and understandable. If everything is stuck together or if there are only paragraphs one after the other, it might not be very appealing…

Use different writing techniques

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Whether it is copywriting or storytelling, you can choose a writing method according to the objective of your emailing campaign. Of course, you can reconcile copywriting and storytelling, it is even very common!


If the tone is monotonous or too aggressive, you could scare the recipient away and make him unsubscribe. But that’s not our goal at all! Make sure that the recipient is not bothered by the email. Even if they don’t end up clicking on a link, it would be much worse if they ended up unsubscribing.

Take into account the different KPI's

For your email campaigns, you will notice that different performance indicators are presented to you. We have, for example:

  • The deliverability rate, which corresponds to the number of people who received your emailing campaign.
  • The opening rate, which corresponds to the number of people who opened your emailing campaign
  • The click rate, which corresponds to the number of clicks on a link placed in your email
  • The conversion rate, which corresponds to the number of people who have taken an action on a link that you have inserted in the email such as a purchase
  • The unsubscribe rate, which represents the rate of unsubscribes to your emailing campaign (this is the saddest one..)

In order to be aware of the performance of your email campaign, you will need to monitor these indicators in order to adapt your strategy. If it’s not the right one, you’ll notice it right away thanks to this data.

Creating email campaigns is very time consuming, as sloppy content will not yield any results. At BStaff, we have a lot of experience with email campaigns! If you think you don’t have enough time or knowledge, you can count on our expertise. So contact us now!

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