Guide on How to Create Email Marketing Strategy
An email marketing strategy is your plan to reach customers and boost sales. A sound email marketing strategy isn’t something that can be easily understood or done. For this reason, we include some explanations on how to choose methods, set email marketing objectives, develop metrics to measure the results of your marketing campaign, and analyze the results.
Defining the context of your business is essential. When the internal and external context is clear, it’s easy to set goals and develop the related tactics of your email campaign. There are useful frameworks to analyze the strengths and weaknesses of your business to make your marketing strategy viable. Experienced marketers use SWOT to analyze internal and external opportunities as well as threats the company may face in the market. Based on their analysis, you can set strategic goals and evaluate development perspectives.
Once email marketing campaign is ready, you can get down to setting objectives. The object of an email marketing campaign is the final destination in your journey to success. Marketing experts know that to reach the goal, you must clearly understand what, when and how you will do to get the desired results. SMART framework is a perfect tool to set objectives. This helps develop specific, measurable, actionable, realistic, and time-bound objectives. By answering these questions, you can better assess the resources and time required to fulfill the email marketing campaign.
Explore Your Audience
Your target audience is the spine of your strategy. However, identifying this can be a daunting task. Roughly half of your subscribers will unsubscribe from your messages. You should be ready for this and continue to polish your strategy on-the-go. In your email, try to convey your message clearly and express the desire to solve the problems of your target audience. Your email marketing campaign is the language you talk to your target audience. Try to get closer and deliver value to your followers.
There are some tips on creating marketing segments of your campaign:
- organize your prospects database according to the data type (contacts, properties of contacts, properties of companies);
- gather relevant information (buyer persona and buyer journey);
- collect as much explicit and implicit data as you can (contact information, behavior, preferences, analytics, conversions, etc.).
Optimization of your emails is important as it helps kick up conversions. Pay attention to the rate of opening emails and rate to email clicks. The email opening rate depends on your audience engagement, content value, and the level of trust you developed when building relationships with your target audience.
Engaging subject lines can help increase the rate of opening emails. It should be focused on customer value and communicate clear intentions. You can use personalized information like company’s name or location.
When customers open emails, they expect to see valuable content. In your email, encourage customers to follow the link to your website and use an appropriate call-to-action message. It should be clear and compelling to inspire customers to engage with your company.
Use Email Templates
As a rule, target audience is divided into several groups. Each group of potential customers requires different content. Also, email format is different depending on your goals. For example, if you decide to promote new products or services, you need to create content specific to this goal. If your goal is to share blog updates, the format of this email will be different. Email templates help better manage different types of content and quickly hit the goals set. You can develop several templates specific to the nature of your business and use them when you need to update your customers on what is going on in your business.
More about Types of Emails
Typically, a lead nurturing campaign consists of four types of emails. The types of emails are tight to the goals of this campaign. For example, the current goal is to establish customer trust. In this case, experts recommend creating relevancy and value in emails.
Here is a brief description of the types of emails and their goals:
- emails helping build trust in customers – the content provides value to customers and encourages them to open emails. The major goal of this content is to educate leads on the theme they have already expressed interest in.
- emails with the link to valuable resources – the goal of these emails is to provide valuable insights on the topic of interest such as an e-book, webinar, free template or video lesson.
- emails that contain call-to-action – the goal of the call-to-action is to encourage prospects to take the next step. The call-to-action must be direct and specific. Your potential customers will appreciate if you help them save their time.
- break-up emails – this is the last email in a marketing campaign. The goal of break-up emails is to increase the rate of engagements. This is a good opportunity to learn what was wrong in your email marketing and correct mistakes during the next campaign.
These are just quick tips on creating effective email marketing campaigns that generate leads. This information is not extensive and you can develop your own tips based on your personal experience. The major intention is to guide you through the essentials of creating an email marketing strategy.
Originally published 2021.01.11 , updated 2021.01.19