Generate Revenue with a Short-term Email Marketing Sales Campaign

Email marketing is a digital marketing tactic that uses email to communicate with potential and existing customers. It’s a direct marketing channel that allows businesses to share news, promotions, and updates with their audience.  

Email marketing will remain a highly effective channel for B2C and B2B businesses in 2025 because it allows for direct communication, personalisation, and measurement.

By building an email list of interested individuals, businesses can send targeted messages and track open rates, click-through rates, and other key metrics to gauge the effectiveness of their campaigns.

Email Marketing Sales Campaign

Short-term Email Marketing Campaign to Drive Sales

A short-term email marketing campaign is one of the most effective ways to engage customers and prospects. Unlike an evergreen email campaign, which sends emails at regular intervals (e.g., once a month), a short-term email marketing campaign for a sales promotion is a time-limited effort designed to drive immediate sales or generate leads.

It typically involves a series of emails sent over a specific period, such as a week or two, to promote a specific product or service.

These campaigns often use urgency tactics, such as limited-time offers, discounts, or exclusive deals, to encourage immediate action from the target audience. They may also include countdown timers, scarcity messaging, or other persuasive techniques to create a sense of urgency.

5 Steps to Set Up a Short-term Email Marketing Sales Campaign

#1 - Build an Email List

The first component of an email marketing campaign is an email list. This list should include your customers, industry partners, and potential prospects who have expressed interest in your products.

You can build your email list through website sign-ups, social media postings, or collecting emails at in-person marketing events. Offering exclusive incentives, such as discounts, premium content, or early access to new products, can further incentivise sign-ups.

Building an email database is essential, but it must be done following compliance with Singapore’s Personal Data Protection Act (PDPA).

Always obtain consent from customers and prospects before adding them to an email list. Be transparent about how you will use their contact information and provide an easy way to opt out of future communications.

#2 - Craft A Compelling Offer

Your offer is the crux of your email marketing sales campaign. It should be attractive and incentivise customers to purchase. The offer consists of 3 components:

  1. Value Proposition – Highlight the benefits and differences of your product and the current sales promotion that you are running.
  2. Urgency and/ or Scarcity – Create a sense of urgency by setting a limited-time offer or offering early access or limited-edition items to create a sense of exclusivity.
  3. Call-to-Action – Tell the reader how to purchase your product clearly and concisely, and use persuasive language.

#3 - Design Engaging Emails

The design of the emails is equally important.

A clean, professional layout and visually appealing elements ensure readability and brand consistency.

Furthermore, optimising emails for mobile devices is crucial in today’s mobile-first world.

In terms of email copy, keep your email concise and scannable. Use short paragraphs and bullet points to break up the text, and use a clear and consistent format with headings, subheadings, and bold text to highlight important information.

Proofread your email carefully to avoid spelling and grammar errors. Reading your email aloud can help you identify awkward phrasing and typos.

#4 - Set Up Effective Email Sequences

An email sequence is a series of automated emails sent to your list over a set period. Each email in the sequence aims to guide the recipient towards a desired action, such as purchasing.

The optimal number of emails in a short-term campaign can vary depending on the specific goals and target audience. However, a common approach is to use a sequence of 3 – 5 emails. This allows for a balance between consistent contact and avoiding overwhelming the recipient.

Here’s a breakdown of a typical short-term email sequence:

Email 1 (Initial Email) – This introductory email should capture attention, provide value, and highlight a specific benefit.

Email 2 (Call-to-Action Email) – This email should have a strong call-to-action, encouraging the recipient to take a specific action, such as purchasing.

Email 3 (Limited-Time Offer Email) – If applicable, a limited-time offer can create a sense of urgency and encourage immediate action.

Email 4 (Follow-up Email) – This email can summarise the key points, reiterate the call-to-action, and offer a final incentive.

Remember, the key to an effective email sequence is to provide value, build trust, and guide the recipient towards the desired outcome.

#5 - Track and Analyse Performance

Tracking key metrics such as open rates, click-through rates, and conversion rates is essential to gauge the campaign’s effectiveness.

At a more advanced level, you can split-test or A/B test different subject lines, content, and CTAs, which can help optimise future campaigns.

Split-testing or A/B testing in email marketing involves sending two slightly different versions of an email to a segmented audience. This allows marketers to compare the performance of elements such as subject lines, sender names, email content and calls to action. You can determine which version is more effective by tracking key metrics like open rates, click-through rates, and conversion rates.

For instance, one version of an email might have a more urgent subject line, while the other might focus on a specific benefit. By testing these variations, you can identify the approach that resonates best with your audience.

Refine your offer and emails by analysing campaign performance and improving future results.

Emailing Marketing Tips

Use Email Marketing Software

Email marketing software is a specialised tool for managing and automating email campaigns. Unlike standard email clients like Outlook or Gmail, these platforms offer advanced features essential for effective B2B marketing.  

Why Choose Email Marketing Software Over Traditional Email Clients?

Productivity and Efficiency

Email marketing software can save time and reduce human error. Your entire email campaign can be set up, automated, sequenced, and scheduled to broadcast over the campaign period.

Advanced Features

Email marketing software provides features like segmentation, A/B testing, and detailed analytics, which are crucial for optimising campaigns and maximising ROI.  

Scalability

These platforms can handle large email lists and complex campaigns, making them ideal for businesses of all sizes.  

Compliance and Deliverability

Email marketing software helps ensure compliance with email regulations like GDPR and CAN-SPAM. It also improves email deliverability by optimising the sender’s reputation and avoiding spam filters.  

Popular Email Marketing Software Options

Here are some options for popular email marketing software that can support your email marketing campaigns:

HubSpot is a comprehensive marketing, sales, and service platform with powerful email marketing features.  

Mailchimp is a popular email marketing platform known for its user-friendly interface and affordable pricing.  

Brevo (formerly SendinBlue) is a popular choice for small and medium-sized businesses due to its user-friendly interface and affordable pricing.

AWeber is a well-established email marketing platform known for its ease of use and powerful automation features.

Email Marketing as Part of Your Marketing Tool Kit

Email marketing remains a powerful tool for B2B businesses to engage with their audience, nurture leads, and drive sales. Businesses can achieve significant results by crafting compelling content, personalising messages, and leveraging automation.

Do not underestimate the power of email marketing. Integrating it into your overall marketing strategy can unlock its full potential and elevate your brand to new heights.

Of course, it is important to remember that email marketing is just a tool in your marketing tool kit and a marketing tactic. A robust marketing strategy and framework must guide all marketing tactics to build a brand and generate sustainable revenue.

If you need professional help developing your marketing strategy and crafting a marketing plan that employs tactics such as email marketing, contact Evolve & Adapt for a no-obligation free consultation today.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 14 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.