Email marketing strategy
Email marketing is said to be one of the strongest marketing channels . And it can be, if backed by an effective email marketing strategy. Sometimes you run into email programs, where it is like:
“What were they thinking?” This could be so much better! Your email marketing strategy, you could say, is the foundation that your email marketing program is built around so it is worth spending time on.
Why is an effective email marketing strategy so important?
An email marketing strategy is part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals. That is because any effective email marketing strategy takes into consideration what your target customers are, their preferences and benefits they are looking for as well as your products services and industry and which email marketing messages are most effective.
An effective email marketing strategy transforms ideas into actions
First set your business goals and ambitions with regards to email marketing, then take these 3 steps:
1. Email marketing strategy: How you are going to achieve those goals.
2. Email marketing tactics: How you are going to achieving them in more detail. Part of the strategy.
3. Actions: How you going to deliver on your tactics. Even more detail, the fulfillment of your email marketing strategy
By doing so your email marketing program is sure to have a strong bond between your strategy and the actions required. Which is one of the most important parts.
But why an email marketing strategy?
With email marketing as a channel you are holding all the cards for potential success.
- Email marketing can have a big reach and put your message in front of a lot of people
- The marketer has great flexibility in how they handle their email program
- It is quite easy to start and you can start small
- email marketing scales, the effort to send one or 100.000 messages is nearly the same.
- Email allows you to target and segment your messages on individual level
- There are little risks, the costs are relatively low and potential for upside is big.
So for each marketer putting the development of an effective email marketing strategy on the top of your agenda and to do list seems like a no-brainer.
Find out how best to develop your own email marketing strategy, below are the articles touching on the subject.
If there ever was such a thing as an “opt-in for life”, it is well in the past. Permission Marketing has been silently replaced with its brother; tease marketing, continuously building on a brand relationship based on mutual interest.
The challenge is no longer just about matching message, timing and recipient, but also in presenting an – already in itself – appealing and attractive message. Continue reading »
Customers are pretty picky on where they squander their precious time and attention. So imagine how great it is if you are the only one in your industry that does get that attention and can increase engagement with your audience over your competitors.
It is definitely possible, but requires to rise above the common superficial online marketing push (not the same as push marketing). Continue reading »
The brain is the most powerful instrument there is. Modern marketing is trying to catch up on how the mind works luckily we can now understand a bit more on how to make the most out of mental momentum.
Expressions like “the first step is the hardest” or “In for a penny, in for a pound” become popular sayings for a reason. They are known to be true and more interestingly, describe a state of mind. Continue reading »
Ever wonder why toothpaste is always “new and improved”?
You would think that after 20 years they would have run out of room for improvement. But in the case of toothpaste, it isn’t product innovation. For the biggest part it’s marketing.
Consumers like “new”, they like to try new things, it’s hard-wired into our brains. Continue reading »
This story begins during World War II. The English were starting to bomb targets in Germany. Of course they wanted to quickly improve the armour of the planes. The planes that came back from their bomb runs were carefully inspected for damage.
Engineers analysed the bullet holes and made an overview of the parts that were hit the most. The planes were reinforced in those places before sending them on their next flight.
Ever heard the business term continuous improvement? It means you want to keep on improving. Improving your skills, your company, or even the results of your email marketing campaign.
Several components are necessary for continuous improvement of your email program. But often one of these is missing…. Continue reading »
Take a step back. A critical look at your email marketing program can be very fruitful. Just like a car, it needs to be checked every once in a while. Fine-tuned, new oil, that headlight fixed. Most senior email marketers know this.
But when do you know it is time to do that checkup? Here are 5 telltale signs that you seriously need an email marketing audit. Continue reading »
When a well-crafted email arrives in your inbox, it grabs your attention and without any effort you know if you want to act on it or not. It is like the ideal Skipping stone.
These emails might look as if they are made in a minute. That’s how natural they seem. Yes, Achieving a balanced, clear and persuasive message takes some extra work on the marketers side, but it is worth it, for the result is a more effective email.
How engaged are your customers with your brand? This seemingly simple question has puzzled email marketers for some time.
Most marketers have customer engagement listed as one of their top priorities. Engagement might even be the core of their email marketing strategy. But at the same time there is never been a clear definition of what email engagement actually is. Let alone what the most profitable way is to increase it. Continue reading »
Running an international email marketing program comes with it’s own challenges. No uniform international audience exists and culture and markets are different once you cross the border. This can mean the content and tone of your email newsletters needs to be adjusted per region.
And there are even more challenges. What to consider in international email marketing? Continue reading »
When I give trainings, I tend to (try and) make people think.
Often I ask the attendants to come up with the one thing that would help him the most in their email marketing. If they come up with it themselves, that question is sure to deliver the most value to them.
Well actually, most often it doesn’t. Continue reading »
All senior marketers will tell you, it is wise to review your email marketing periodically. Set time apart to really go through the current processes and email marketing messages. But where to start?
An email marketing audit can highlight the strengths and weaknesses in your email marketing campaigns. As a result you know what needs to be improved and how.
Continue reading »