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How to create an effective email campaign?

  • Tips

Mailing is a basic and often very effective element of marketing activities, especially in the training industry. The case seems to be simple – just write and send a message to potential attendees – however, creating effective mailing requires some knowledge and the use of good practices. As with any advertisement, you have 3 seconds to attract attention (goal: open an email), and then 3 seconds for a marketing message (goal: the call to action). So, make sure your mail stands out in the recipient’s inbox. Below you will find a condensed dose of knowledge on how to create a good mailing.


It’s a good idea to send mailings from a different domain than your primary company domain. If your primary domain is, send mailings from the domain, e.g. Too many messages sent to the server may result in the domain being classified as a source of spam, and then you will have a problem with your current contact with clients.

Sender and topic

What will persuade the recipient to open the message is an interesting topic and clear information about who the sender is:

  • in the sender’s data it is necessary to give your name and company name;
  • give a specific, short and possibly interesting topic;
  • remember to provide content in the e-mail preheader – this is important especially for customers receiving e-mails on mobile devices.


If your client (potential new attendee) is interested in the subject of the message and open it, you have another 3 seconds to reach him with your training offer. The first paragraph is, therefore, the most important – include in it the most important information / benefit / value for the recipient. Extend the offer later in the message, but do not write long stories – the content of the e-mail should be specific. Use headings and bold text, but in moderation – the message does not have to “scream” from every paragraph.

Put a “call to action” button in the right place. Usually, it is a link to the event website or registration form. For example, it may be a call in the form of “Register”, “Buy now!”, etc. Before you send a mailing, read it carefully – the worst mistakes are unfinished sentences and typos.

Pictures in the content

Graphics will definitely make your message more attractive, but remember that some e-mail programs and browsers block their display. Never send the content of the message contained in the graphic, because there is a big risk that the recipient will not read it. Use optimized graphics, i.e. those that do not “weigh much”. Also, make sure that they are not wider than 600 pixels to avoid the wrong display of the content on mobile devices.

Stick to a simple rule – pass the message content in text form, treat the graphic as an add-on.

Footer and attachments

You know who the sender of your message is, but the recipient – not necessarily. At the bottom of the e-mail, enter your company’s contact details. We say no to attachments, it is better to provide a link to download the file than to send it via e-mail. Respect customers and their cellular network.

Opt-out option

It sounds mysterious, but you just need a link in the footer that allows your clients to unsubscribe from the mailing list. It may happen that the attendee (from your previous training courses) is not and will not be interested in your offer. You probably won’t convince him anyway, especially with a massive attack on his inbox. If you continue to harass him with your mailings, he may mark your message as spam, which will reduce your sender’s reputation in the “eyes” of email servers.