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Email Marketing Planning 101
When you were stepping into the world of email marketing, you must have heard people saying that it is the most effective tool to market your service or product online. This is true.
Studies have proved that email marketing is one of the marketing channels with the highest Return on Investment (ROI) rate, i.e., $44 on every $1 invested.
What Is Email Marketing?
"Email marketing is an online marketing strategy for attracting customers and motivate them to make a purchase."
Email marketing aims at making sales and directly connect with consumers to understand their demand and purchasing habits for future marketing campaigns.
So we can say that it has multiple benefits which cannot help ignore.
● But what to do if you are new to email marketing?
● How and from where to start?
● What are the steps you need to take to create email marketing?
In this email marketing planning 101, we will clear out the cloud of confusion on your brain to start email marketing.
Email Marketing Planning Guide
Email Marketing Strategy (define goal)
According to a study, people don't like bombardment of marketing emails in their inbox; still, 95% agreed that these emails help them connect with brands' latest updates.
Not only email marketing but every type of marketing requires planning first followed by execution.
The following are the points that fall into the category of email marketing planning.
● Goal: what you want to achieve from this campaign
● Target audience: who are the people you want to reach.
● Email list: growing email list to reach out to the target audience.
● Presentation of your message: what will be the content, email type, or template
What You What to Achieve
The first and most important thing in email marketing planning is to decide the campaign's goals and objectives. It can be done to promote your overall business, latest product, inform your customers about the seasonal sale, or increase the subscription list through publicity.
Whatever your objective is, turn it into SMART: Specific, Measurable, Achievable, Realistic, and Time-bounded.
Let us understand what specific means.
Consider, you are a clothing brand, and your smart goal can be to increase the revenue by 20% at your factory outlet in one month.
Decide Your Target Audience.
Irrespective of the industry and marketing type, deciding your audience or studying the market if you don't know what kind of people will be interested in your product is necessary. You cannot make an effective marketing strategy unless you don't know to whom you are selling.
Consider that you are a catering brand; your target audience will be event managers on both large and small scales.
You start marketing your brand through different channels and analyze an increase from zero to 1000 in your subscription list.
Do you think all these 1000 people from small and large scale businesses, different regions, and market place are interested in the same content or product at the same time?
If your answer is "NO," then you are right.
Targeting an audience means knowing the audience's age or gender; instead, you need to dig more on location, income, interests, and market trends to further work on the steps that are discussed below.
Look For Subscribers That Fit Into The Target Audience
Once you have targeted your audience, you need people in your subscription list. Before sending out emails, it's better to reach out to more people who fit into your target audience's plan.
Let's suppose you are a mobile app developer, and your target audience is teenagers in the 15-18 range, but in your previous email list, you see 950 out of 1000 people are in the 18-28 age range, not the right audience, right?
Now your step must be to attract and engage as many teenagers as possible through various strategies such as
- The giveaway can be “free access to your new game for one month” or any mobile device supporting your game system.
- Discount for first ten subscribers on purchasing your latest game etc.
Sort Your Email List through Segmenting
After gaining new subscribers, you cannot leave behind the old ones. After all, they hold equal importance.
When new people have subscribed to your email list, they must have forwarded your content, if it was nicely composed, with their friends and family members, not your target audience for this mobile application campaign. This means your subscription list now has people from different regions, age, and interests.
This is where segmenting is needed. Please encourage them to share more information about their purchasing habits using questionnaires or polling to sort them.
This will not only help you attract your target audience but for the people also. If the product is not for them, they would surely not like to read emails related to them.
Presentation of Your Campaign
If you do not construct your content carefully, all your efforts will be wasted. Considering the type of email, template, and details in the content are the last step until the customer makes the purchase. The following are some points you need to check before pressing the send button.
● Your subject line is clearly stating the reason for your email.
● You have covered full information in minimums words.
● You have put the method to purchase your product/service.
Test And Analyze Your Response
The last and another most important step is to analyze. Keep a close eye on the open-click, spam complaints, forward/share rate. What type of people engaged through what email. You can monitor their actions through purchasing habits, which can benefit your future campaigns. If you see a spike in your open rate on specific days or times, nothing can be more beneficial than analyzing your best response time.
Remember, no matter how small, each step has its importance in email marketing planning.
CBT Mass Email Sender encourages you to test different email marketing strategies to find which suits best.