Email Campaign Management: An A to Z Guide
Email Campaign Management graphic image

Email Campaign Management: An A to Z Guide

Publish date
January 22, 2024
Let’s review what goals you can achieve through a consistent email marketing strategy and what practices and tools will help you manage campaigns most effectively.
Table of contents

Email marketing is still running strong. Even though tons of new digital channels emerged throughout the decades,  email campaigns top the list of B2B audience nurturing practices. Emails can nudge the bottom-funnel leads to buy from you if you reach them with the right messaging at the right time.

Additionally, email marketing campaigns are best known for their impressive ROI. The email campaigns can yield a 122% ROI on average, which is 4 times higher than any other digital marketing channel. On top of that, the practice shows that strategic email campaign management allows both small and large businesses to achieve considerable revenue out of their campaigns.

So, let’s review what goals you can achieve through a consistent email marketing strategy and what practices and tools will help you manage campaigns most effectively.

Why Email Campaign Management for B2B Marketing?

The ease of automated email campaign management and tracking makes reaching prospects at every stage of their digital journey fairly simple. Moreover, you can easily attribute new leads to the email channel if you run campaigns based on email lists and track users with Traffic Acquisition reports and Event reports in GA4.

You can plan your email campaigns to cater to the purposes of each stage of the digital marketing funnel.

Top-Funnel Email Practices

Pushing brand awareness and demand-gen content via email is a common practice. According to the Content Marketing Institute, about 87% of B2B marketers expand their audience reach with demand-gen letters.

That said, you’ll need to get the hang of email campaign management at the top-funnel stage and follow several principles to ensure sufficient email deliverability and avoid spam filters:

  • Run automated campaigns through trusted email marketing platforms (Mailchimp, HubSpot, Marketo).
  • Leverage audience segmentation, personalize subject lines, and work on the newsletter design for readability.
  • Always include opt-out links in your letters.

How to Indoctrinate Top-Funnel Customers

At the onset of B2B email marketing strategy, your goals are:

  • Welcoming new subscribers and introducing them to what you do
  • Explaining how they can maximize the benefit of engaging with you online

Thanks to email marketing tools, these onboarding emails are sent automatically once the visitor subscribes to your newsletters.

The most important thing about triggered email messaging is communicating clearly and logically. You should describe what you are and what benefits users can expect and guide them on what to do next. For instance, you can attach links to your champion content you recommend checking foremost.

MIddle-Funnel Email Practices

At this stage, email campaign management focuses on lead nurturing content when prospects move to Consideration and Justification of their purchase options. You can win the middle-funnel audience’s trust and shore up your credibility by sharing free e-books, calculators, and downloadable files.

Also, you can build a highly-performant pipeline with middle-funnel newsletters that update subscribers about recently published how-to guides, top lists, and comparison blog articles. Of course, you’ll need tailored content to show a decent expertise.

Another case of sending middle-funnel emails is a drip email campaign. It implies sending a series of emails within a set timeline to gradually pique the customer’s interest. Like triggered email drips, drip emails can be sent in response to user actions like abandoning  demo submission forms.

Segmentation of Middle-Funnel Customers

Often, you’ll need to pique the interest of subscribers who are “stuck” in their journey. The Segmentation campaign implies sending a letter promoting a particular type of content, such as a gated webinar, to your entire email list. Depending on the responses you collect, you can segment your leads and define a segment-specific nurturing strategy.

Marketers typically run segmentation campaigns and send semi-automatically or manually. Such an approach will take more effort. However, it pays off with a deeper understanding of your customers, increases sales velocity, and helps to target smaller segments effectively.

Lead Nurturing

Lead nurturing email campaigns target subscribers who make a specific action that identifies their interest. For instance, they’ve checked the page with subscription plans or downloaded some lead magnet.

This phase of email campaign management is about nudging them to take the next step of their journey, which is buying. To succeed with lead nurturing and win a new buyer, you must map and address the expected objections in your emails.

Bottom-Funnel Email Practices

Finalizing the purchase and retaining high-value customers are the primary goals of successful bottom-funnel campaigns. The successful outcome largely depends on the capabilities of your marketing automation stack. 

You’ll need to reach SQLs with many transactional (trigger) emails with perfect timing and relevant messaging. Those should remind customers of the following:

  • New case studies. Case studies effectively dispel objections of B2B buyers. Such enablement of people’s voices falls perfectly into the emerging trend of rep-free purchasing.
  • Upcoming events. Informing subscribers is important for the similar reasons. Customers are eager to find out how their industry counterparts are tackling the same challenges they're facing. 
  • Post-sale feedback. Feedback is a powerful driver for the continuous improvement of your services. Moreover, you can measure customer satisfaction scores by collecting and analyzing feedback.
  • Re-activation emails. From abandoned cart emails to win-back emails – you must not miss out on the chance to re-activate customers. Re-activation is a sure way to preserve and nurture customer relationships and win their long-lasting loyalty.

‘Ascension’ Phase Emails

At some point, buyers are qualified for up-selling and cross-selling. Ascension email campaigns aim to make your one-time buyer a consistent one.

  • Make sure you provide a highly relevant post-sale follow-up.
  • Always refer to the actions the buyer has made. Don’t focus on something they didn’t make.
  • Emphasize the value of the next logical step of their journey compellingly.
  • Plan for and dispel the objections they might have.

Win-Back Email Campaigns

Growth-oriented digital marketing is all about retaining high-value customers so you can strengthen their loyalty and maximize revenue. Re-activation emails can win back customers who have dropped off from a buying cycle for a while.

Win-back campaigns usually start with triggered emails targeted to subscribers who haven’t opened your emails for 1-2 months. However, these cooled-down customers need deeply personalized communication, and email marketers must tailor it based on rich historical data.

List of Marketechy's tips for effective email campaign management - graphic design item

6 Tips for Effective Email Campaign Management

The tips listed below are your go-to solutions for winning greater outcomes of your current email strategy. Make a note of them, and don’t forget to combine them to ensure consistently high performance,

1. Build an Email List from Scratch

Admittedly, you can’t expect to build an organic email list from scratch. That said, there are many ways to use lead magnets and well-suited and well-placed subscription forms to capture users’ emails:

  • Add gated content. Grab prospects’ attention with free downloadable stuff or online tools they can access in exchange for a subscription.
  • Implement email opt-in forms that fit the webpage context. Your goal is to fit your opt-in form into highly relevant and engaging content.

Sure, you can add a pop-up email opt-in form for every page. But the fact is that pop-up forms have a 2-3% conversion rate. And only a small part of subscribers will engage with your newsletters.

To encourage site visitors to subscribe, you should effectively articulate the value of doing so. For instance, promise the blog readers to cover more hot topics or to share promo materials if they subscribe.

This is where Marketechy steps in to develop a plan of work tailored to your growth marketing, metrics, and budget.
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2. Warm Up Your Sender IP

The idea is to pick out the email addresses of users who engage with your letters consistently and gradually increase the daily sending rate. Thus, you’ll ensure a consistently high delivery rate. Warming up will keep bounce and complaint rates low, and the ISP will recognize you as a legitimate sender.Email campaign management software supports automated IP warmup. Programmed email sending ensures a gradual increase in hourly send rate from 20 to 2,500 emails within a month or so.

3. Segment Audience Meaningfully

Meaningful audience segmentation is based on collecting rich customer data. Datapoints can be pulled out from submission forms, email tracking pixels, and BI platforms. We’d primarily recommend you segment subscribers according to their:

Demographics (age, gender, education, ethnicity)

Company-level data (industry type, headcount, position, level of expertise)

Location data

Website or purchase behavior

Modern email automation tools simplify such email campaign management tasks as they provide a variety of filters, and you can build as narrow audience segments as you want.

4. Serve Personalized Emails

Here are some noteworthy tips on how to captivate valuable leads with personalized messages:

Ask for additional information through your sign-up forms. Don’t be too nosy. Ask people about their preferences and needs related to your product or service.Leverage emails with surveys. Finishing your drip email sequence with the survey letter works best. These emails will likely meet a high response rate and be up-to-date.

Analyze historical data. You can unify the internal knowledge from Marketing, Sales, and Support to pinpoint customer pains and address them effectively in 1:1 emails.Personalize landing pages. Modern marketing automation tools are super convenient for implementing dynamic content. These dynamic modules provide additional flexibility for email campaign management as you can customize CTA text to match it with landing page content.

Tailor individual offers. Discounts and loyalty programs are powerful customer retention drivers. Involve some Customer Success team members to devise the best rewards for your loyal clients.

5. Automate Email Marketing with AI Tools

GenAI writing assistants conceal the untapped potential for generating highly relevant email copy. But AI-powered email marketing is bigger than that.For instance, a co-pilot for lead generation and lead qualification would communicate with marketers through a natural language interface, offering them actionable prompts based on behavioral data.

6. Research Audience Preferences

Researching the audience’s wants is essential for keeping your campaign customer-focused. Therefore, you should continuously discover new trends and fine-tune your messaging and content formats:Delve into case studies to see what worked well for your niche.Track social shares and likes to see what blog posts were most impactful.Consider bringing in influencers to make collaborative content you can promote via email.

7. Integrate Emails Into a Multi-Channel Marketing Strategy

To maintain the continuity of your brand and customer communication, map out a multi-touch omnichannel campaign. For example:

Send triggered emails after ad click-throughs to encourage the audience to revisit your website and nudge them to convert finally. Include an additional special offer, whether it’s a subscription plan update, exclusive content, etc.

Reach subscribers and clients with SMS and push notifications. These extend your communication when customers are already your email subscribers and will expect to get something from your authorized emails and push notifications.

There are numerous ways to update your content strategy and revise email campaign management approaches. Keep looking and keep experimenting.

Tools for Email Campaign Management Automation

Campaign Monitor, Mailchimp, Brevo (former Sendinblue), EngageBay, Zoho, HubSpot – there are tons of trusted email automation platforms for versatile use. Your best choice will largely depend on the use cases covered by certain products, providers' pricing policies, and supported integrations.

For now, let’s just outline what must-have features you should look for in an email campaign management software:

  • Integration with the current CRM platform. It greatly speeds up the operations with email lists since you can immediately sync your CRM records and access the campaign monitoring right from your CRM dashboard.
  • Integration with analytics tools. Ideally, email automation platforms should ensure access to rich customer data pulled out from Google Analytics and CRM platforms. It allows marketers to scrutinize their targeting criteria and deepen personalization.
  • Integrations with opt-in and signup forms. The email addresses can be captured straight from your website signup to grow your list effectively and reach interested prospects immediately.
  • Automation of segmentation and personalization. Split your audiences by demography, gender, and other criteria to hone your email targeting and increase the relevance of your messaging.
  • A/B testing. The built-in testing frameworks simplify the campaigns' setup, launch, and monitoring. Use it, and you’ll get insightful and conclusive reports.
  • Drag-and-drop template builder. It is a must for every company that experiments with email marketing creatives a lot. Moreover, the no-code concept allows you to save tons of time and human capital.

Metrics and KPIs to Pay Attention to

Now, let’s look into crucial email campaign metrics to keep your fingers on. Monitoring those will inform your next step and help to optimize your tactics.

Email Deliverability

The delivery rate is a pillar of any email campaign, and ignoring spam regulations will lead to backfire. The common practices for improving email delivery rate are:

  • Authenticate your domain. It’s highly recommended to enable Sender Policy Framework and Domain Keys Identified Mail to combat email spoofing.
  • Warm up dedicated IP address. Sending commercial emails at scale typically requires an allocation of dedicated IP addresses. But before using it to send newsletters to your entire list, you should warm it up. 
  • Clean your email lists. The B2B contacts renew fast, so purging your email lists from inactive mailboxes will help you reach a decent delivery rate.

Adopt these email campaign management approaches, and you’ll easily hit a 90-95% delivery rate.

Open Rate

On average, solicited marketing emails meet a 20% open rate. However, the figure might vary depending on the industry, your sender's reputation, and the specifics of the email marketing stack you use.

Working on a subject line and preview text is where you should start. Test and measure the impact of a series of your email templates.

Link Clicks and Reply Rates

These are essential for measuring the engagement level and tracking the audience’s sentiment. Like open rates, link clicks, and replies can be tracked by pixels.

The main purpose of collecting and analyzing these metrics is that they can guide email campaign management decisions. Pixel tracking can inform you what email designs and text copy work best and whether you need to optimize the CTA button. Additionally, you can collect demographic and location data.

Email Traffic

Tracking and measuring email traffic is directly connected to lead attribution and measuring the channel’s ROI. However, the tracking pixels can only inform you of transactions made directly from the inbox. To get a holistic view of the customer journey, you’ll need to set event tracking properly through Google Analytics 4, as mentioned above.


Since email is generally considered a lead-gen channel, marketers primarily focus on CPL metrics. However, CPA becomes more important to track and improve once your number of SQLs grows bigger. Decreasing CPA will indicate that your marketing & sales activities ensure fast and considerable returns.

Marketechy as Your Qualified Partner in Email Campaign Management

Marketechy’s team is here to fine-tune your email campaign management and realign it with your core marketing and business goals. We harness the power of state-of-the-art martech to ensure conclusive campaign analysis and derive actionable insights.

Backed up by many years of professional experience, our specialists will identify and work on weak spots in your existing campaigns. Take the next leap to a higher productivity of your email advertising – contact us to schedule a call.

Ready to grow your online presence and quality leads? Drop us a line!