Kicking goals with email marketing banner

Kicking goals with email marketing

Sep 14, 2020 Tech blog

Every marketing plan is built around specific objectives that a business intends to accomplish and the technical tools that go into a marketing plan depend directly on these goals. When a tool is cost-effective and easy to use (and reuse!) it can produce powerful results for the company. Meet email marketing. Email marketing is a cost-effective, easy-to-implement and versatile tool. Additionally, it is excellent at building awareness about a product, service, brand, event or business.

We recently completed an email marketing campaign for one of our clients, with just these goals in mind. The client had recently introduced a new Australia-based shopping site after already having an established site in the USA. The campaign goals were to:

  • increase website awareness
  • drive traffic to the new site
  • focus on a particular product that represented the brand and focus of the entire business.

The process

IT Basecamp compiled a series of three email campaigns targeting customer contacts that the company accumulated over the past five years through their business. The campaign ran over five days and produced great results.

Maximising results and value with A/B testing

A/B testing allows companies to make careful changes to their users' experience while collecting data on the results and can be a valuable addition to an email marketing campaign. Testing can be structured to either test the waters with the campaign in progress, with the goal of maximising impact after testing variations on a small audience portion, or it can be used to learn more about your focus audience and their behaviour for use in future campaigns.

It allows us to construct hypotheses and to learn why certain elements of user experiences are received more positively than others. This data can be used to improve the way a marketing experience is presented, improving a single goal like conversion rate over time.


With a 450% increase in revenue compared to the client's average over the previous two months and a 759% increase in visitors to the website, we were able to kick some goals for our client and set up a great foundation for future campaigns.