Posted by Bethany Handy ● July 11, 2016

Planning Your Email Marketing Campaigns

Email marketing has the power to improve conversions, increase your ROI, and address your customers’ most pressing problems in a direct and effective way.

But running a successful email marketing campaign requires more than great email copy.

It requires careful organization and attention to detail, especially if you use segmentation to target different groups within your audience.  1-88081183.jpg

A Six-Step Approach to Email Marketing

Crafting a potent email marketing campaign becomes easier if you follow a straightforward, six-step process that helps you systematize your efforts and optimize performance.

1. Define your recipients

Know exactly whom you are sending your emails to, using email list segmentation to target specific prospects, customers, or followers.   

2. Determine your content

Once you know your target readers, you can begin crafting content that is relevant to them, aligning the subject line, tone, links, and calls to action within your emails to their needs and expectations.

3. Determine your goals

A good email marketing campaign has clear goals: a 20% increase in conversions, a 15% increase in social sign-ups, and so on. Whether you use email marketing to sell products and services, promote your best blog content, drive social media engagement and shares, or simply establish a strong connection with your audience and build trust, you need to begin with the end in mind. You can, of course, combine multiple goals, or use different goals for different segments of your audience.

4. Determine your email sending frequency

This becomes easier when you know who your audience is, what type of content you are sending, and what your goals are. There is no golden rule on email sending frequency: it all depends on your audience and objectives.

5. Make a schedule

Creating and scheduling emails in advance is key to keeping your email campaign fresh and dynamic. It also ensures all your emails are delivered at the right time, without delays.

6. Track key metrics

Based on your goals and audience, determine the most important metrics for your campaign, including click-through rates, open rates, unsubscribe rate, subscriber list growth rate, or email sharing rate.

Planning Your Email Campaigns

To keep your email campaigns organized, you may want to create a spreadsheet for each of them, which can keep all of your email data unified. Dividing this spreadsheet into different sections such as Email Planning and Email Testing, you can use it as a reference guide throughout your campaign.

In the Email Planning section you can include everything you need to know about your emails, including creator, send date, topic, status (whether it’s drafted, finished, scheduled, or sent), subject line, draft link, goal, target segment, or landing page link. The Email Tracking should include performance results for your email campaign, including total emails opened, total clicks, deliverability, and click-through rate.

If you use A/B testing for your email campaign, you can also include an A/B Testing Planning and Results sections to your spreadsheets, to keep track of them more easily.

In the end, remember that the more you plan your email marketing campaign, taking the time to understand and segment your audience and craft compelling copy, the greater the value you get for every dollar you spend on email marketing.

101 Buyer Personas

Topics: Email Marketing