How to Run an Email Campaign: A Step-by-Step Guide

Email marketing can sometimes feel like shouting into the void, especially if your emails aren’t landing the way you hoped. But when done thoughtfully, an email campaign can do so much more than just promote your services—it can create trust, build relationships, and turn casual subscribers into loyal advocates.

Here, I’ll share a step-by-step guide on creating an email campaign that’s not only effective but also feels personal and meaningful. These tips are based on a recent campaign we designed for Wholesomely Connected, a consultancy dedicated to helping parents connect more deeply with their children through understanding Baby Body Language.

Whether you’re a small business owner or just getting started with email marketing, this guide will help you craft campaigns that truly resonate.

Step 1: Understand Who You’re Talking To

Your audience is at the heart of your email campaign. Who are they? What do they care about? What challenges are they trying to solve?

For Wholesomely Connected, the audience was clear: parents—especially mothers—who are seeking support in understanding their baby’s cues and building a more connected relationship. We knew these parents were juggling a lot, often feeling uncertain or overwhelmed.

Tip: Don’t make assumptions. Take the time to learn about your audience through surveys, feedback, or even one-on-one conversations. The better you know them, the more relevant and engaging your emails will be.

Step 2: Set Clear Goals for Each Email

Every email should have a purpose. Whether you’re introducing yourself, offering valuable resources, or encouraging a purchase, your goal should guide your content.

In the Wholesomely Connected campaign, we focused on these goals:

1. Build trust with a warm welcome email.

2. Provide educational content that adds immediate value.

3. Encourage engagement with special offers and reminders.

4. Strengthen relationships through post-purchase follow-ups.

Tip: Ask yourself, “What action do I want readers to take after this email?” Whether it’s replying, clicking a link, or just feeling more connected to your brand, let that action shape your email’s tone and structure.

Step 3: Decide the Length and Structure of Your Campaign

How long should an email campaign last? The answer depends on your goal, audience, and offering. Here are some general guidelines:

• Welcome Campaign: Typically 3–5 emails sent over 7–10 days. This gives you enough time to introduce yourself, provide value, and encourage a first action (like exploring your website or making a purchase).

• Educational Drip Campaign: 5–8 emails over 2–3 weeks. Use this time to teach something valuable while building trust and showcasing your expertise.

• Promotional Campaign: 3–4 emails over 3–7 days. Create urgency with clear deadlines and limited-time offers.

• Re-Engagement Campaign: 2–3 emails over 7–10 days. Start with a friendly reminder, offer an incentive, and end with a final call to action.

For Wholesomely Connected, the Welcome Campaign had 3 emails, while the Educational Campaign included 5 emails spaced out over three weeks.

Tip: Don’t overwhelm your subscribers, but don’t let them forget about you either. Find a balance that feels natural and keeps your audience engaged.

Step 4: Write Like You’re Talking to a Friend

People don’t open emails to read robotic marketing copy. They open them because they’re curious, they trust you, or they believe you have something valuable to share.

When we wrote the Wholesomely Connected emails, we aimed for a tone that was warm, empathetic, and conversational. For example:

• In the Welcome Email, we thanked subscribers for joining and introduced Anne’s story as a practitioner and mum of three. It felt personal and relatable, not salesy.

• In the Educational Emails, we provided actionable tips on understanding baby body language, addressing parents’ common fears and concerns.

Tip: Read your email out loud before sending it. Does it sound like something you’d say to a friend? If not, rewrite it.

Step 5: Timing is Everything

The timing of your emails can make a huge difference. Send too many too soon, and you’ll overwhelm people. Wait too long, and they might forget why they subscribed in the first place.

Here’s the timing we used for Wholesomely Connected:

• Welcome Email: Sent immediately after sign-up.

• Educational Drip Campaign: Spaced 3–5 days apart to keep the momentum going.

• Post-Purchase Emails: Sent immediately after a purchase and followed up over the next few weeks.

• Re-Engagement Campaign: For subscribers who hadn’t engaged in 3 months, we sent a friendly “We Miss You” email to bring them back.

Tip: Test different timings to see what works best for your audience. Tools like A/B testing can help you figure out the sweet spot.

Step 6: Add Real Value

Nobody wants to open an email that feels like a sales pitch. Instead, focus on providing value—whether that’s through helpful tips, exclusive resources, or a meaningful story.

For Wholesomely Connected, we created emails that:

• Shared actionable parenting tips, like how to interpret common baby cues.

• Highlighted inspiring case studies from real families who benefitted from Anne’s work.

• Offered free resources, like blog posts and guides, to help parents take their first steps.

Tip: Always ask yourself, “What’s in it for them?” Make sure every email answers that question with something valuable.

Step 7: Don’t Be Afraid to Ask for Action

Your emails should always include a clear call-to-action (CTA), whether it’s inviting people to read a blog post, purchase a product, or reply with their thoughts.

For example, in Wholesomely Connected’s Abandoned Cart Recovery Emails, we reminded parents of what they left behind and included a compelling CTA:

• “Complete your purchase now to unlock the tools that will help you connect with your baby like never before.”

Tip: Be clear, direct, and confident in your CTA. Don’t leave readers guessing about what to do next.

Step 8: Build Relationships, Not Just Sales

Email marketing isn’t just about selling—it’s about building trust and long-term relationships. After someone makes a purchase, don’t stop communicating.

Wholesomely Connected’s Post-Purchase Nurture Sequence included:

1. A heartfelt thank-you email with tips on getting the most out of their purchase.

2. A follow-up asking for feedback to improve future offerings.

3. Recommendations for related resources to keep them engaged.

Tip: Show your audience that you care about their experience, not just their wallet. It goes a long way.

Final Thoughts

Running an email campaign is about so much more than sending emails—it’s about building a community of people who trust you, value your expertise, and look forward to hearing from you.

Start small, focus on adding value, and don’t be afraid to experiment. By keeping your audience’s needs at the centre of your strategy, you’ll create campaigns that drive results and deepen relationships.

Are you ready to start your next campaign? Let me know how it goes—I’d love to hear your stories!