How to create exceptional email marketing campaigns in 5 steps

A Digital Marketer planning an email marketing campaign

Email marketing is still one of the most successful ways of generating leads for B2B businesses. They are a fantastic way of generating business for B2C businesses too. Anyone can send emails, but it takes skill to send ones that resonate with an audience enough to keep them subscribed, yet alone purchase a product or service. Here is how you can get one step closer to achieving your email marketing goals, with these five easy steps.

Create attention-grabbing, concise subject lines

To create the best subject lines, you must put yourself in the shoes of your email recipients. There are countless email apps and providers, each with their own way of displaying emails. It is because of this that your attention-grabbing subject line is kept short and to the point. Email marketing platform Mailchimp suggest you use no more than 9 words or 60 characters, but in my personal experience, the fewer, the better. If you can get your message across in less than 5 words, you are making it easier and easier for your reader to consume and understand.

Avoid giving too much away, make your readers want more

This is probably one of the most important rules you should stick to. It can be so tempting to write out a great article going into detail about a certain topic, which make your subscribers happy – but if you are giving them everything they want, they will not go searching for more. If your goal is to generate a lead or make a sale, encourage your readers to finish the rest of your article on your website. That way, they are encouraged to visit more pages and learn more about what you offer.

A person receiving marketing emails through their phone

Find the perfect balance between quality and quantity

Sending campaigns daily or even biweekly can frustrate your subscribers, even the ones with the most interest. It is important to drip feed content, not force it upon them. Sending a brilliant campaign once a week is going to resonate better than 5 average ones. Quality over quantity. This is essential in keeping your unsubscribe rate as low as possible. Only you can find out what the best balance is for your company, however.

Integrate your call-to-action (CTA), try not to bolt it on at the bottom

Your call-to-action is the single most important part of your email; without the ability to learn more, sign up or purchase a product, your email marketing campaigns are not going to be a useful part of your digital marketing strategy. How your call-to-action is implemented is important. A lot of email marketing campaigns tend to place their call-to-action towards the end of every email, creating a clear divide between your sales pitch and your content. You must remember that most people do not read the full email, so by placing your call-to-action at the end, you are missing out on many potential conversions. You can be clever with your implementation; try to drop hints about what you offer in the context of the main body of the email.

Try to keep your word count low but do not sacrifice quality

Research shows that some of the most successful email marketing campaigns contain some sort of media, such as video. If people have opened your email, you are lucky if you still have their attention past the first few lines of text. A video software company found that using video in email marketing led to a 300% increase in click-through rates. People do not mind reading, but sometimes they just do not want to keep reading, or in a B2B scenario, sometimes they just do not have time to keep reading. Try to mix things up with some moving parts – but avoid sacrificing on quality just to achieve these goals.


Try to remember that, to stand out among the crowd, you must do something differently. People remember things that are out of the ordinary, and if you are unique and excelling in your own area, you will be remembered, and your company will be considered down the line for potential business. Create those concise and impactful subject lines, find that perfect balance between quality and quantity, intelligently integrate your call-to-action and try not to write too much. Good luck out there, fellow marketers.

Launch your career as a Utilities Engineering Technician with a Level 3 apprenticeship

A Utilities Engineering Technician works on an electrical device on site.

Have you always had a bit of a flare for repairing systems which other people find too complicated? Have you always wanted a career where every day is different? A Level 3 Utilities Engineering Technician apprenticeship can be your launchpad to a successful and prosperous career.

So what does a normal day look like for a Utilities Engineering Technician?

Utilities Engineering Technicians often find themselves in the field on various sites, performing maintenance on electrical and mechanical equipment to ensure the safety of others and to ensure that sites are running at maximum efficiency. A job such as this is highly skilled and requires a punctual mindset.

Here are some specific tasks you will be responsible for on a daily basis, should you become a Level 3 Utilities Engineering Technician:

  • Carry out routine inspections, monitoring conditions and reporting on those conditions
  • Follow and comply with the latest health and safety and environmental regulations for the industry you are working in
  • Carry out maintenance on waste and water systems, plant and equipment
  • Use state-of-the-art machinery to create, repair and modify components
  • Stick to planned maintenance procedures but also being prepared to act reactively to issues
  • Communicate with contractors, giving advice and guidance on equipment usage
  • Handover and confirm completion of activities
  • Interpret computer data and work to specifications and documentation
  • Carry out risk assessments
  • Carry out safe isolation of equipment
  • Drive vehicles with the necessary equipment on board to carry out site tasks
  • Install, maintain and replace equipment as and when needed

How do you know if this role is right for you?

Certain jobs require a person with a certain mindset and attract a certain personality. This is no different with a Level 3 Utilities Engineering Apprenticeship. Here are some common traits and behaviours among Utility Engineers.

  • Self disciplined, self-motivated and punctual
  • Takes responsibility for their own work, and the work for those they are responsible for
  • Has a polite and professional demeanour
  • Has the ability to think and act quickly
  • Are risk aware and can minimise risk
  • Prepared and organised
A Utilities Engineering Technician collaborating with others on site to diagnose a problem.

A fully qualified Utility Engineer will have three roles, in which this apprenticeship will give you thorough experience and training.


The Electrical side of Utility Engineering will involve the inspection, monitoring, maintenance and repairing of electrical systems. This means, daily, you will need to test electrical equipment on a range of different sites and assist with the installation of new or modified equipment. Diagnosing electrical issues requires being able to diagnose faults on Programmable Logic Controllers (PLC) and Supervisory Control & Data Acquisition (SCADA) systems.


The mechanical side of Utility Engineering will involve the application of mechanical theories to carry out diagnostics. On a regular basis, you will be testing mechanical equipment and assist in installing them. Once fully qualified, you will be using your mechanical skillset to install, maintain and dismantle a wide range of complex plant machinery. Maintenance is one aspect, but you will also be expected to ensure machinery is running at maximum efficiency. This may involve the modification or application of lubricants.

Instrumental Control and Automation

This side of Utility Engineering involves maintaining, repairing, and monitoring instrumentation and control equipment and circuits. It will be your responsibility to test and calibrate equipment and circuits and assisting in the installation of them. You will be able to identify problems because of data feedback and use this data to carry out repairs. Not only will you be able to carry out these tasks, but you will also be responsible in guiding and supporting the users of the equipment on a day-to-day basis, to prevent the need to carry out repairs in the future.

What can you expect from the apprenticeship course itself?

Due to level of skills required in this role, an apprenticeship of this type will typically take up to 48 months to complete. If you do not meet the minimum level 2 English and Maths requirements, you will need to achieve this level before you can complete their apprenticeship. Upon successful completion of the apprenticeship, you will be eligible for an Engineering Technician professional registration. This apprenticeship is Level 3.


If you are technical, love to be hands on and are driven to succeed, a Level 3 Utilities Engineering Technician apprenticeship might just be for you. Engineering is in the top 20 highest earning career types, making this career pathway a tough one to beat.

If you would like to learn more about this apprenticeship, or would like to apply, get in touch with us today.