Managing email marketing successfully isn’t easy – especially when you have multiple initiatives going at once. The value of email marketing in undeniable , so it’s not surprising that many departments within your organization want to leverage the platform. This results in lots of moving pieces to consider and many stakeholders to please. It also increases the chance of accidentally sending multiple emails to the same person in one day.
One thing is clear, if you want to be successful in email marketing, you need a well- planned email marketing strategy for 2020 in place. One that clearly establishes goals, and lays out the road map to achieve them. Something that can guide your team towards success. And that’s what exactly you will get from this post!
STEP 1:
CHOOSE YOUR EMAIL MARKETING TOOLS: Some common email marketing tools are:
- Mail Chimp
- Campaign Monitor
- Constant Contact
- Active Campaign
Find the tool that fit your team based on what you want to accomplish with your email marketing. Once you have your tools, add them to the first slide in your email marketing strategy template:
Step 2:
IDENTIFY YOUR TARGET AUDIENCE: After the selection of tools, you need to focus on your email subscribers list. To identify your target audience first we need to know; Who is our best customer? What services we are providing to them? And what are they looking for? After getting answers of this questions, we need to focus on our target audience demographics and statement.
Step 3:
CREATE TACTICS TO ATTRACT YOUR AUDIENCE TO CHOOSE YOU: After the selection of your audience now you use tricks so that your customer opt in your email list.
Few ideas are:
- Give them something valuable in return; downloadable template or e-book that shows them how to solve a problem or answer a question they might be having. The most common way to get your audience to join your email subscriber list is to gate content upgrades behind an opt-in form.
- Go for the Direct Ask; another way to gain subscribers is to go for a direct ask. Explain them why they should choose us and what are the benefits you provide. Gathering such information will help you segment your list.
- Use the Header And Footer of your Website; Another place you can put an opt-in button is on your website’s header and footer. Why not meet your audience in mid way and make it easy to remind them that they can get more information about your product by joining your email list.
- How to Segment your Email List; It is the process of grouping like individual on an email list based on their preferences and characteristics to send specifically targeted emails that specifies their needs or solutions.
Step 4:
CHOOSE THE TYPE OF EMAILS TO SEND: There are many different type of emails you can choose or change it according to your audience.
Here three types of emails to start with:
- NEWSLETTERS: It is a popular email format. They come to your subscribers inbox at the same time at recurring intervals. They allow you to show a variety of content or information your subscriber might have missed if they haven’t visited your website lately.
- AUTOMATED DRIP EMAILS: It is a type of emails that are sent to your customers based on their interactions with your content or website that is sent on a schedule to help customers to down your marketing funnel.
Once your subscribers take action, emails are slowly dripped into their email inbox to help convince them to convert. These emails change based on the action that your list member take. for example,
- SEASONAL AND PROMOTIONAL EMAILS: We all know the holiday emails that end up in our inboxes each year. They contain all those great deal that you can get your shopping done and out of your way. These are timed emails that help entice your readers to purchase from your website. Here’s an example of the email,
Step 5:
DETERMINE HOW OFTEN TO SEND YOUR EMAILS: As your subscribers list is increasing so to make sure that you are not filling their inboxes by send numbers of email to them. So therefore, you need to set best suitable time and day to send email.
How you can decide that;
- Experiment with what time you send your emails.
- Track open rates, unsubscribes, click-through and more for each email sent. This helps you understand how testing different things influences result over time.
- From that data determine when your audience is the most receptive to your emails and use those times as your best time to send an email.
Step 6:
SET GOALS FOR YOUR EMAILS: The next thing you need to do is to set goal for your email marketing. Goal setting is crucial for your email marketing program because it gives each email you send for a specific purpose. So how do you create a solid email marketing goal? By ensuring they’re S.M.A.R.T. or;
Each goal you create should be specific to your campaign and measurable, so you have a way to track your results. Make sure they’re ambitious but not so high that’re impossible to reach. Every goal should be relevant to the campaign its created for.
kind of goals you can set for your email marketing program are:
- Increasing click-through rates
- Increasing your ROI
- Increasing your open rates
- Increasing the number of subscribers
Track each goal and record results in your template. Report back to your boss on progress.
Step 7:
DETERMINE HOW YOU’RE GOING TO CREATE YOUR CONTENT: Once your email type is selected and your goal is completed, next thing you need to do is write your email copy that encourages your reader to take action.
Things you need to take care of while creating your email is:
- What writing skills does your team use
- Optimizing for mobile readers
- Personalizing Your Email Content
- Writing a Better Subject Line
Hence, determine what writing style or format you want your copywriters to use. Include examples. Create mobile optimization guides and Identify how you are going to personalize your emails.
Step 8:
Set up A/B Tests: A/B testing is an essential part of your email marketing strategy. A/B testing is a series of tests that allow email marketing team to swap out different part of their email, like a subject line, to see what kinds of copy perform best with their audience. you can A/B teat a lot of different parts of your email including:
- Your Subject Line
- Calls to Action
- Testimonials
- Images
- Headlines
- Specific offers
Mail chimp, Campaign Monitor and Hub spot are just a few of the programs that allow you to A/B test parts of your emails. Decide which parts of your emails you’d like to A/B test and record them in your template.
Step 9:
RECORD YOUR RESULTS AND ADJUST ACCORDING TO PERFORMANCE: It is the last step in your email marketing strategy you can adjust records and results based on the feedback you’ve gathered.
You can look for and record result on:
- Email open: How many emails opened vs number of emails that were sent.
- Email deliveries: How many email form your send list been delivered.
- Email bounces: How many emails reached an inbox but were bounced back or unopened?
- ROI: How many revenue your email generated vs how much you’ve spent.
GO CREATE YOUR OWN EMAIL STRATEGY
Now you can create your own email market with the help of these strategies and template you have in your hand. You can set goals and plan ahead that helps boost the bottom line of your business.
And DIGITAL MANOHAR, with his team is there to help you to expand your email marketing business you can contact us at any time.
