When it comes to email marketing, it’s imperative you have a good strategy in place, but what makes a winning email strategy? Take a look at some of our suggestions to creating that winner email marketing strategy…
Plan, Plan, Plan
The saying “failing to plan is planning to fail” is extremely relevant within email marketing. Without a well thought out and up-to-date plan you are not going to be able to reach your goals. A lot of Marketers find it useful to plan by each quarter of the year, allowing key dates, events and promotions to be addressed and promoted accordingly.
Content is crucial and will be the main component of your emails, so it’s a good idea to have a plan of what will be sent and when. Taking the time to research, and strategise is beneficial to any marketing team.
You should also be conducting regular industry and competitor research to find out ‘what’s hot and what’s not’ your particular field. Keeping on trend is key to a winning content strategy.
Reliable and Relevant Data
What would be the point in dedicating time to planning specific content if the recipients are not interested? It’s essential to ensure your data is from reliable sources including website sign-up forms, attending networking events, social media sign up tabs etc. as opposed to bought data lists. Whichever method you choose to obtain your email addresses by, it’s vital to be clear of your intentions with the user’s details. By asking people to subscribe it ensures that they are happy and interested in receiving emails from you.
Automated emails are considered the cherry on top of the cake for a winning email strategy. They are extremely effective as they allow you to set up multiple workflows and customer journeys. By adding automated emails to your strategy you can save time and money, send relevant content to recipients and enhance your process.
Analytics are there for a reason, they allow you to track and evaluate the results of your campaigns – whether they are good or bad. Making time to take note of the number of opens, clicks, bounces and unsubscribes can give you an insight into what is working well and what isn’t – which is crucial for any email strategy.
Improve and Monitor
Following on from the previous point about analytics – valuable information regarding your campaigns should not be ignored. Findings should be addressed and adjustments to your future strategies should be made.
Collectively all these points will help you to achieve a winning strategy, however, similarly to planning a smooth journey and needing a reliable mode of transport to take you there, you need the right tools to help you implement your strategy.