On any given day, most of our email inboxes are flooded with a barrage of automated email newsletters that do little else besides giving us another task to do on our commutes to work — namely, marking them all as unread without reading, or unsubscribing altogether.

But every now and then, we get a newsletter that’s so good, not only do we read it, but we click it, share it, and recommend it to our friends.

What Makes an Effective Email Marketing Campaign?

Effective email marketing campaigns need to be cleverly written to attract attention in busy inboxes. Here are three things your next email campaign should have.

Personalization and Imagery

Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed “Dear Sir/Madam” — as opposed to their first or last name — and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.

Responsive Design

Effective email marketing campaigns are designed for all devices on which users can read their emails — desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important — a quality known as “responsive design.” In fact, 67% of emails today are read on either a smartphone or tablet.

An Appropriate Call-to-Action

Above all, exceptional marketing emails must contain a meaningful call-to-action (CTA). After all, if brands are taking up subscribers’ time — and inbox space — with another email, every message must have a point to it. Internet users get multiple emails per day — why should they care about yours?

You probably receive enough emails as it is, and it’s tough to know which newsletters are worth subscribing to, so we’ve curated a list of some of our favorite examples. Read on to discover some great email campaign examples and what makes them great — or just skip ahead to the brands you already know and love.

But first, download the planning template you’ll need to craft your own lovable email marketing campaign, and check out our new Out-of-Office Email Generator to make your email address even more delightful to your contacts.