Email Marketing Campaign Terms – Part 1

To continue the theme for this month, let’s dive into what makes up an email campaign.

First and foremost – What is an email campaign?

An email campaign is what you build within a service such as Swiftpage. Examples of email campaigns include newsletters, product announcements, promotional messages, event invitations, etc. A campaign does not necessarily have to consist of a single email but can also be built of a series of email messages over a period of time that follow the same theme. Once you send an email campaign you have the ability to see the results of who received, opened and clicked your email.

Now what does an email campaign include?


The way you arrange the content within an email is essential to a successful campaign. Your layout should optimize the use of space you have (600 pixels wide) while displaying the content and images in the most effective way to foster the recipient to take action.

From Line

The name and email address that the recipient will recognize as the sender of the email is located in the From Line. This is the first step to getting your email noticed.

Subject Line

The subject line is the next notice point where you can indicate the topic of the email. Some tips to creating a successful subject line include branding (for recognition), a teaser to lead into the important content and creating urgency (i.e. Act today!, just released). The subject line is the most crucial part of your email.


The header is the top part of the email that reveals anything from the email topic and the logo of the company sending it to an enticing graphic. Because most headers are in an image format, it may not appear in the client’s inbox unless images are turned on. Sometimes people choose not to include a header so that it looks more like a plain text email – adding that extra personal touch.


The headline is an extension of the subject line. If the recipient was convinced enough by your subject line, the next thing they will see is the headline. This needs to carry the same theme and have the same punch that subject line had. Hopefully it will be enticing  enough and they will read further.

Font and Type Size

I am guessing you know what the type size is. A type comes in two different kinds – a serif type (with the little tails on the end points) and sans-serif type (without tails). You can also choose the specific size of the type. Within an email you need to be careful how you use the type. Usually you want to stick to san-serif type when sending emails because it is much easier to read on a screen then serif types. Also, stick with simple, ordinary type sizes for most things. Headlines can be bumped up a point or two to create emphasis, but don’t overdo it else you will be at risk of spam filters.

2 Responses to “Email Marketing Campaign Terms – Part 1”

  1. I have been trying to get some results with my list building. I have been in it for a month. I am trying to learn and read more. I know that this takes time to get things going. Plus I am trying it as an experiment and hobby to see if I can get it to work for me. I am determined though to keep going and will not give up.


  1. Tweets that mention Email Marketing Campaign Terms – Part 1 « Swiftpage Email Marketing blog -- - February 9, 2011

    […] This post was mentioned on Twitter by Swiftpage , Swiftpage . Swiftpage said: Email Marketing Campaign Terms – Part 1 […]

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