We’ve been helping customers to send email marketing campaigns for almost 10 years now and during this time we have sometimes found that nobody stops and reflects on their strategy or the reasons behind sending a particular email.
Most of the time people get caught and lost within the details, they’re more worried about finding the perfect pictures or using the right colours or font types rather than focusing on the goals and the global strategy driving these type of communications, things like ‘why’ are we sending and ‘who’ are we sending these emails to are vital in order to succeed and get something out of the campaign.
You can use the following 4 steps to start taking control and developing an awesome email strategy.
- Write a mission statement for the campaign
The first thing you have to do is to grab a piece of paper and write a mission statement to outline the core purpose of your email campaign. It doesn’t matter what the reason is, it could be to gain more sales, to promote a product or service or to create bran awareness, what is important is that the purpose needs to be crystal clear in your head and you need to be able to differentiate what the goal is and what isn’t.
- Establish SMART objectives and track the results
I’m sure you know what SMART goals are don’t u? Specific, Measurable, Achievable, Realistic and Time-based.
With your mission statement in hand, now you are capable of defining what is it that you want your readers or subscribers to do and to establish tracking mechanisms against these objectives. You have to be ‘smart’ as well and go beyond the usual and over used email metrics such as opens and clicks, think for example about conversions, lead generation or average order value.
- Create a comprehensive ‘contact’ plan
A contact plan is a map of the sequential order of objects and tasks that will be part of the campaign. Ask yourself ‘who’, ‘what’ and ‘when’ are going to receive each piece of the campaign. You can use any mind-mapping tool app on the market or just a marker and a whiteboard to help you with this task. Work around your mission statement and the objectives you have written on the previous steps and find the best content for each stage.
- Present your strategy an get the ‘green light’
If you’re developing this for an organization, it is highly recommended to present the strategy to relevant managers and directors in order to get them on board and to familiarize them with the procedures and the reports you will present later on when the time of analysing the results arrives. It is a good idea to include a brief introduction to email marketing best practices and concepts so everybody understands what is it that you are talking about and why is it important.
Don’t forget to book a time for yourself to debrief and recap on the whole process so you can do it better next time.