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Journal article Open Access

Email Marketing: Determinants of Successful Campaign During Covid-19

Alona Shalieieva

The changes in the world have significantly affected the objects and subjects of business operations. Firms had to switch to selling online, while their marketing efforts focused on digital marketing. It contemplates different types of marketing campaigns and mainly refers to social media, email marketing, PPC and SEO. 

In terms of email marketing, the Covid-19 situation affected the communication and spread of ideas. Today, the determinants of successful marketing campaigns do not significantly differ from the situation before the change except for the focus on people and culture. Email marketing proved to be efficient due to its reach and the cost-effectiveness that remains high. 

In this post, you will see the main factors affecting the campaign's success and get some tips for email marketing campaigns.

Determinants: Email Marketing Importance 

Email marketing importance lies in its effect on lead generation and contribution to the standard operation within the content and inbound strategies of the companies. Besides, its ROI is the highest among the marketing approaches.

However, what are the significant factors for successful marketing campaigns? Deliverability, subject lines, content and structure. Deliverability has always been a vital point in the campaign success, while the engagement of the target audience has depended on the composition and design of the email.

Proper email lists: Deliverability

Deliverability is one of the pillars for a successful campaign. It is defined by a high-grade list of email contacts. Its quality depends on the validity of the email of the target audience. At the same time, the deliverability also refers to the email domain from where the letter is sent. If it has a low rating, or there are reports of some spam activity coming from it, the emails would be delivered into the spam boxes. 

Open rates: What counts?

Another determinant of success refers to open rates, in particular, subject lines. When people get the message, they look at subject lines and whether it is related to them. In this regard, an effective campaign should have clear, intriguing, and appealing subject lines. Besides, the timing of the email is crucial for the letter to be opened. Many consider that the best time for sending the email is in the morning, from 10 to 12 a.m. 

Producing response: Content and structure

Lastly, a successful email marketing campaign is defined by the response and conversion it brings. In this regard, the critical elements are content and structure. The content is about giving the offer and attracting customers. The email can have links leading to a landing page, blog or promotion. 


The purpose may vary. Still, the better it suits the prospect's need, the higher the chance of the success of the strategy. At the same time, the structure establishes clarity and defines the purposes of different blocks. It is where people use email marketing templates and email marketing design tricks for greater engagement. 


As a result, the crucial factors that define successful marketing campaigns refer to deliverability, subject lines, timing, content and structure. They all reflect the goal of the emails and contribute to the fulfilment of the target audience needs.  

Tips for Email Marketing Campaign Improvement 

The latest transformations showed that people use digital communication more often, allowing marketers to use specific tools and techniques for greater engagement. The tips of email marketing during the process of change or crisis refer to showing empathy, personalizing messages and using automation tools. Each of them is likely to affect the determinants positively. 

Identify the need

The different types of marketing campaigns may have various goals. However, many of them are to provide value to the customer. Thus, before starting an email campaign, analyze your customers and define their needs. If your product answers to it, underline the offer that will be a solution to their problems. Still, selling the service or product in the first line can have a negative effect. First, build relationships, then show what you have, but do not push to buy.

Check the email list and domain

How often do people move and change their address? It depends. The same story is with email addresses. If a person is hired by a new firm or starts a new business, they are likely to change the email. In this regard, the first rule to remember is to update the contact list of your email database. To do so, one can use email verification tools or email finders. 

Notably, today email marketing tools have a chrome extension for email finding. Such a software may be helpful for extracting emails from websites or LinkedIn. 

At the same time, assessing the domain from which the sender conveys a message is a way to prevent sending emails in vain. There are such services as Spamhaus and Sender Score for this detailed analysis.

Personalization and empathy

The best practices in email marketing contemplate the increased personalization. If a marketer addresses their clients by name, then they are more likely to reply. Moreover, modern automation helps to insert personalized offers based on surfing history and improve conversion.

During a crisis or transition, writing content with empathy in mind can make your letter more personal and appealing. During Covid-19, many brands shared messages with support as well as education materials. It reflects the trend of deepening the connections with customers. In this regard, trying to understand the issues a person experiences can help to find the right words and deep.. 

Email marketing design: Templates

Design defines the perception of the message. Thus, creating the proper email marketing templates is the key to a compelling message. For instance, too heavy or cluttered design can decrease clarity and understanding. At the same time, the way the marketer places the call-to-action button or block defines clickability and conversion. 

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