Creating an email marketing plan
– To get the most out of email, you wanna build a plan that is tailored to your target audience. And I know, I’m starting to sound a bit like a broken record, but being targeted is incredibly important. Before we get into the emails you’re sending, let’s talk first about the acquisition of email subscribers. How are you gaining new members to your list? Common techniques are to include an email sign-up link on the important pages of your website, or even in your footer. You can use a lead generation page to capture information or exchange a coupon for their email when they first visit the site.
Explore email lead generation through social media. Sites like Twitter have lead generation tweets, and Google will let you run advertisements where users can leave an email address directly. Once you understand how you’ll capture the audience, think about the actual email strategy itself. Start by identifying your goals, it’s okay to have several. In the last movie, we identified some customer segments, but those segments were actually designed around a goal that we had in mind. A goal might be to generate more sales, to increase signups for a conference, or to reactivate a former customer.
Make a list of your goals, and then make note of what audience will most likely fulfill that goal for you. The audience you identify will become a customer segment, and you’ll load that segment into your email tool. From there, put yourself in the shoes of your customer.What do they need from you in order to take action? What will motivate them to followthrough with the objective? You might find that many customers need a handful of emails before they’ll take action, and in that case, you might design a campaign that has three or four steps before your big ask.
Once you know what your customer needs, build your content to support that answer. It might be an image, a video, testimonials, or even detailed instructions on how to complete a step in the conversion process. As with most things, short and sweet is key. The content needs to be compelling, the subject engaging, and the call to action apparent. The design shouldn’t hamper the experience. If you’re reaching a young, extremely mobile audience,you might speak to them through the use of emojis, whereas if you’re targeting a small business owner, a clean and modern appearance might win out.
Test your design on mobile and desktop, good content will be lost if email doesn’t load properly on mobile. Next, identify how the consumer will interact with your email, most of your audience will be reading this on a mobile device, but use your existing analytics to verify that belief. Make sure to outline any special considerations for mobile users, you might need to use smaller images, bigger buttons, and you wanna make sure that your landing page is mobile optimized. Lastly, consider your timing, how often do you need to send your message? Is it best distributed during the day or at night? Is it seasonal? Now, there’s no magic answer here, you’ll have to use your data to help guide you in this decision.
If you’re just starting out with your email marketing, you might not have enough data or customers to fully understand the opportunities. In that case, make educated guesses, and stick to broad appeal offers until you’ve collected more subscribers.