Email marketing Strategy & planning

How are you obtaining data?

• Purchased lists (not recommended)

• Opted interest (from website or footfall)

• Existing customer

• Utilising a third parties email database

Why are you emailing?

• Inform (latest news & products, how to’s and events)

• Sell

• Retain

• Engage/interact

• Share

Where are you now?

Creating your digital strategy

Your email marketing strategy should be around 2 A4 pages long and outline the following information to your board of directors & team members:

• Brief research- It’s always useful to carry out research of your competition or just of campaigns you’ve liked.

• Define objectives - What are you setting out to achieve?

• Segmenting database - Who are you audience, where did they come from and what are they looking for?

• What technology we’re using - Optixmail, MailChimp, etc… Why we’re using it and why it benefits our business e.g cost, flexibility (or lack off).

• Source of content - In-house, third party content creation, how are we going to make the most out of this opportunity?

• KPI’s - How are we going to be measured. e.g click rates, open rates, responses..

• Testing and schedule.

PlanningPlanning phase: • Week of month / Triggers • Email topic • Owner • Status • Subject line • Goal • Target audience • Personalisation • Landing pages

Testing phase: • A/B test description • Summary of results

Reporting: • Number of emails sent/delivered/opened • Number of clicks & CTR (click through rate) • Most importantly, leads/sales generated from activity

bit.ly/emailplnnr