An email marketing campaign is a planned email, or short series of emails, sent to a group of contacts to achieve one goal: a sale, a signup, a renewal, or a return visit. Campaigns differ from automations, which send individually when someone takes an action. Most businesses need both.
This guide covers the main campaign types, an example of each, and a simple process to plan, send, and measure a campaign.
Campaigns vs automations
| Campaign | Automation | |
|---|---|---|
| When it sends | At a time you choose | When a contact triggers it |
| Who gets it | A segment you pick | Each contact who meets the trigger |
| Example | Black Friday sale | Welcome email after signup |
| Effort | Planned each time | Built once, runs continuously |
7 types of email marketing campaigns
1. Launch campaign
Announces a new product, course, membership tier, or feature.
Example: A three-email sequence: a teaser two days before, the launch email on the day, and a "last chance" reminder before early pricing ends.
2. Promotional campaign
Offers a discount or limited-time deal.
Example: "20% off annual plans this weekend," sent to monthly members who have been active for at least three months.
3. Newsletter
Shares updates, tips, or curated content on a regular schedule to keep your audience engaged.
Example: A weekly email with one useful lesson, one community highlight, and one link to a product.
4. Win-back campaign
Invites past customers or cancelled members to return.
Example: "We've added three new modules since you left. Come back this week and your first month is half price."
5. Upsell and cross-sell campaign
Offers an upgrade or a related product to existing customers.
Example: Inviting monthly members to switch to yearly, or offering a one-on-one session to course buyers.
6. Event or webinar campaign
Drives registrations and attendance.
Example: An invite, a reminder the day before, a "starting now" email, and a replay link afterward.
7. Re-engagement campaign
Checks in with subscribers who haven't opened in a while, and removes those who don't respond. This protects deliverability.
Example: "Still want to hear from us? Click to stay subscribed."
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How to run an email marketing campaign in 7 steps
1. Pick one goal
Choose a single outcome, such as upgrades, signups, or returns. One goal makes every other decision easier.
2. Choose the segment
Send to the people most likely to act. A win-back goes to cancelled customers; an upgrade offer goes to active monthly members. Smaller, relevant segments usually beat sending to everyone.
3. Write the subject line and preview text
The subject line earns the open. Be specific about what's inside. The preview text should add information, not repeat the subject.
4. Write the email around one action
Lead with the benefit, keep the copy short, and use one clear button. If the email has five links of equal weight, readers often click none.
5. Check deliverability
Send from your own authenticated domain (SPF, DKIM, and DMARC), include an unsubscribe link, and avoid sending a large campaign to an old, unengaged list.
6. Test and schedule
Send a test to yourself on desktop and mobile. Check links, images, and merge tags. Schedule for when your audience is most active, based on your past results.
7. Measure revenue, not just opens
Open rates are a rough signal, especially since some inbox providers load images automatically. Clicks and conversions are stronger. Best of all is revenue tied to the email.
Campaign metrics to track
| Metric | What it tells you |
|---|---|
| Delivery rate | Whether emails reached inboxes |
| Open rate | Whether the subject line and sender earned attention (directional) |
| Click rate | Whether the content drove action |
| Conversion rate | Whether clicks became sales or signups |
| Revenue per email | What the campaign was worth |
| Unsubscribe and spam rate | Whether the audience or frequency was wrong |
Running campaigns with WhopMail
WhopMail sends campaigns to Whop members, Shopify customers, or any list you import. You can target active, cancelled, or specific-plan members, and customers with a saved card can buy upgrades or renewals directly from the email. Every sale is attributed to the campaign and button that drove it.
FAQ
What is an email marketing campaign?
A planned email or short series sent to a chosen segment to achieve one goal, such as a sale, signup, or return visit.
How many emails should a campaign have?
One to four is common. Launches and promotions often use a teaser, the main email, and a reminder. Newsletters are usually a single email.
What's a good open rate for an email campaign?
It varies by industry, list quality, and how opens are measured. Compare against your own past campaigns rather than a single benchmark, and focus on clicks and revenue.
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