You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan.Think of the following five steps as an outline for your email strategy. We’ll dive deeper into some of these in a moment.
Worldwide
Before you get overwhelmed with the vast possibilities of email marketing, let’s break down a few key steps to get you started building a strong email campaign that will delight your customers. You can think of these steps as the way to create a successful email marketing strategy.
1. Define Your Audience.
An effective email is a relevant email. Like everything else in marketing, start with your buyer persona, understand what they want, and tailor your email campaign to your audience’s needs.
2. Establish Your Goals.
Before you come up with your campaign goals, gather some context.You'll want to know the average email stats for your industry and use them as benchmarks for your goals.As you can see, these benchmarks vary greatly by industry. Using this guide will help you create realistic goals for your team.
3. Build Your Email List.
You need people to email, right? An email list (we'll cover how to build your email list in the next section) is a group of users who have given you permission to send them relevant content.To build that list, you need several ways for prospects to opt-in to receive your emails. Don’t be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every single subscriber and lead like gold, and you’ll start to see your email list grow organically.
4. Choose An Email Campaign Type.
Email campaigns vary and trying to decide between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing? These questions plague every marketer. The answer is subjective.You can start by learning about the types of email campaigns that exist, then decide which is best for your audience.You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them.
5. Make A Schedule.
Decide how often you plan to contact your list and inform your audience upfront. This way, they'll know exactly what to expect ahead of time. Forgetting to do this can lead to high unsubscribe lists and can even get you in their spam. In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.
6. Measure Your Results.
This should come as no surprise. As marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your emails that will yield large results.We’re going to touch on the exact KPIs to monitor in a bit
Now that you understand the steps to creating an email marketing strategy, we'll look at what's involved in building your email list.
