1. Have clear objectives
Making sure that each campaign has clear objectives will make it easier to evaluate whether it was a success or not. It will also help you make decisions about creative and processes. If your objective is to move your customers through the engagement funnel think about how segmentation might help this.
2. Less is more
If your landing page is cluttered with menus or your emails scattered with links your recipients could get distracted or just not know what they’re supposed to do. Get their attention and hold it by decluttering landing pages and focussing your email content.
3. Keep it short and scannable
People read websites and emails differently to printed items so make sure what you create is scannable. If you can, keep paragraphs to four lines and consider using the design to guide people through a page or toward the main call to action.
4. Follow the path
A campaign is only as strong as its weakest link. Understand and plan the journey someone will take from their first contact through to where they come out at the other end. This includes welcome emails, unsubscribe pages, payment processes and journeys within your site.
5. Test, and test
You should not only test that each part of your campaign works, across platforms and browsers, but also what your audience respond better to.
When A/B or multivariate testing make sure you have a clear objective(or hypothesis). Think about the various elements you can change to help achieve your overall objective – CTA text, button positions, copy length, landing pages. Etc.