Email Marketing Strategy 101
![Email Marketing Strategy 101](/content/images/size/w1200/2024/05/mailbox.webp)
We all know that overplanning is not good. Action is needed. However, jumping in without figuring things out is not advisable either. This applies to email marketing as well.
I will share the main elements of an email marketing strategy and the basic decisions we need to make (understand: "problems to solve") for each element:
Technical Setup
- What will be the primary email marketing tool you will use?
- What tools will you use for testing and optimization?
- What tools will you use for tracking and analysis?
- How will you ensure that all these tools work well together?
Database Building
- What lead magnets will you use to build your database?
- Where and how will you position the signup form?
- What channels will you use to promote the form and gather new subscribers?
- How will you ensure that you obtain real, quality leads?
Targeting/Segmentation
- What are the demographic characteristics of the people you want to send your messages to?
- What are their interests? What do they want to read, watch, buy?
- What is their usual behavior? Regarding email campaigns? Online? While shopping?
- How will you provide suitable information as you build your database so you can target your emails precisely to the desired audience?
Content Strategy
- What types of emails do you plan to send? Useful information? News and events? Discounts and promotions? In what ratio?
- What will be the visual style of your email campaigns? Plain text? Clean with minimal images? Text and visuals - almost equally balanced? Predominantly images?
- What will be the structure of your messages? Like a regular letter? Action-oriented with a clear call to action at the end? Multiple sections and links, newsletter-style?
Dynamics
- What will be the frequency of sending your campaigns?
- What time will you send the newsletters?
- On which days of the week will you send them?
- What will be the process? One campaign/send-off? A series of messages? Branching?
Improvement Strategy
- Which metrics will you track and how often? How?
- What reports will you prepare for email marketing, how often, with whom will you discuss them, and how will you proceed afterward?
- How will you organize the planning and implementation of improvement measures derived from the analyses?
--
As you can see, many things need to be considered. Think about the questions. Can you come up with some of the answers (or all of them)?