Developing an email advertising strategy with a campaign monitor involves a lot of preparation and thinking when running an agency. Your customers look to you for assurance, and you can’t provide that without a detailed strategy in place first. By devoting sufficient time to develop your email marketing strategy, you will better satisfy your clients’ objectives and build the most successful campaigns possible.
1. Identifying objectives
After completing the client briefing, your firm will move on to the design challenge phase of the project development process. And, whenever you take on a design task, you must have a clear goal in mind before proceeding. When it comes to an email newsletter, this is no less crucial than when it comes to a website or printed material.
The responses from the client’s original brief might be rephrased by your organisation in the form of quantifiable objectives to be achieved. In addition, these objectives should be as detailed as feasible.
The client has said they want to improve print subscribers’ sales and convert new customers from email-only subscribers to active customers. Even while it is a solid start, it is essential to strive to narrow the scope of your objectives even more.
2. The effectiveness of an email marketing campaign approach may be measured.
Once you’ve established one or more objectives, you’ll need to put in place the tools and procedures that will allow you to determine whether or not those goals have been achieved. Sales numbers from a specific department, reports from your email service provider, or website analytics are examples of what you could see.
If you’re sending the emails using specialist software (internal or external), many of these measures may already be included in the bundle you’re receiving. The following are examples of the kind of figures you should anticipate to be able to track:
3. Rates that are open
How many of the folks who got the email opened it and read the contents? This number is obtained by keeping track of the number of tracking pictures downloaded from each email. However, since many email clients do not download pictures by default, not every open can be traced back to its originator. In a similar vein, some email clients just display plain text and do not display any downloaded graphics.
4. Forwards
The “Forward to a friend” option in the email was utilized by a small number of recipients to forward the email. (We’re presuming that this feature is available in your program.)
5. Unsubscribes
Approximately how many users choose to unsubscribe from future emails by utilizing the software’s built-in unsubscribe feature?
6. Conversion rate
How many of the individuals who clicked through made a purchase, downloaded a trial, or engaged in another activity that you could measure and track? Software such as Google Analytics may be used to track these activities and link them back to specific sources, such as your email campaigns, to provide further insight.
However, the raw statistics are not the most relevant measurement, but rather the change in these figures from one campaign to the next (also called the trend). Following the completion of each movement, we will make adjustments to the content and style of the email marketing plan and the day of the week and time of day that the emails are sent out. The historical measures will soon inform you whether or not your improvements were practicalclickedOpen rates.
You’ve reached the phase where you’ve established objectives for the email marketing plan and understand how to determine whether or not we’ve achieved those objectives. Only now can your firm begin putting together a strategy for the HTML email campaign itself.
In the same way that websites are developed, emails are produced using the same technologies: HTML and CSS. However, there are significant variations between what constitutes a suitable design for email strategy and what does not.
7. Creating a content plan for your website
HTML email may be thought of as a one-page website, which is appealing for web designers. After all, it’s simply a bunch of HTML and CSS. There will be a significant proportion of individuals who will see the email via a web browser.
All of this is correct. The two sorts of media, on the other hand, are websites and emails. Web designers who deal with email must similarly adapt their ideas to print designers who had to get used to the particular limits and possibilities that the web presented them.
Conclusion
Marketing is a difficult task. It entails a large number of unknown factors. This is particularly true if you’re a marketing firm that deals directly with customers regularly. However, with thorough preparation, you will be able to regain some control.
Tracking metrics and discovering outcomes that can be translated into real-world figures is possible with a well-designed email marketing strategy. Planning is crucial if you want to get the most outstanding results in marketing, just as it is in any other part of the business.
