Email marketing has been a profitable digital marketing channel for years. Brands are continually searching for the best email marketing strategy, as it can produce a remarkable return on investment of about £43 or $56 for every $1 spent:
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However, harnessing its full potential is no easy job without an email marketing strategy. Planning and deciding the steps you need to follow is just as crucial as actually sending your email campaigns. In this blog post, you’ll find ten essential steps that you need to follow to build a solid email marketing plan that boosts your marketing strategy as a whole.
So, let’s see what those are.
1. Set Your Goals
Whether we’re talking about email marketing, digital marketing, or a general marketing strategy encompassing all smaller components, it cannot be planned and designed without specific goals. Define what you wish to accomplish, how you will approach your goal, and what constraints or requirements exist.
Think about why you’re doing this and what you want your audience to know about you. A clear and accurate definition of your team’s goals will play a major role in your overall success. Refer to the image “SMART goals for email marketing” for more information.
2. Choose an Email Marketing Platform
Sending emails manually is a thing of the past. You need a robust email marketing platform that can help you create your emails, keep your subscribers organized, and automate your email sequences.
There are several newsletter tools available, like Mailchimp, Brevo, and Moosend, each with its own pros and cons. Look for tools that allow you to generate leads, create targeted messages, and affiliate marketing options.
An ideal email marketing and marketing automation platform, like Moosend, offers a robust, easy-to-use editor, automation recipes, landing pages, subscription forms, custom fields, and various integrations to streamline marketing tasks.
3. Start Growing Your List
Knowing how to create an email list from scratch is crucial. You can grow your list using methods such as creating a newsletter signup form on your website, integrating email and social media profiles, promoting signups through social media, and creating landing pages with incentives to join your list.
Ensure that your new subscriber sees the immediate value of joining your list and use double opt-in to ensure their interest. Provide real incentives and use action-oriented CTAs.
4. Segment Your List
Segmenting your list is important for targeting users better. Collect specific information through your signup forms and landing pages to divide users based on criteria like location, age, and preferences for more relevant content and products.
5. Design Your Campaign
Design your email campaigns with a focus on managing your data, creating copy based on that data, designing visuals, and using actionable CTAs. Use the inverted pyramid model to ensure readability and cater to users’ short attention span.
6. Craft Subject Lines and Preheader Text
Create short, actionable subject lines that highlight the value your audience will get by opening the email. Consider using emojis and personalize your subject lines. Optimize your preheader text to boost your value proposition.
7. Personalize
Send targeted messages that are tailor-made to meet your subscriber’s needs through personalization of every element of your email marketing message. Use dynamic content to display specific content to specific individuals.
8. Automate
Automate repetitive tasks and target your audience with the right message at the right time using an email automation platform. Use automated triggers for actions like cart abandonment to restore lost revenue.
9. Measure Performance
Monitor core metrics like open rates, click-through rates, bounce rates, and conversion rates to understand how your subscribers interact with your emails and track your growth to create a better content marketing strategy.
10. A/B Test
Optimize your campaigns by running effective A/B tests and measuring the performance of different variations. A/B test everything from content to subject lines and CTAs to ensure better results and adapt to changing consumer habits and preferences.
The Takeaway
Email marketing is a cost-effective way to engage your audience. A solid email marketing strategy, the right tools, segmentation, personalization, performance measurement, and A/B testing are essential to succeed and adapt over time. Featured Image Credit: Miguel Á. Padriñán; Pexels; Thank you!
