Do you have the goal of utilizing email marketing as part of your overall mix? It helps to have a plan in place to maximize this tried-and-true method. An email marketing plan comes with its own caveats… but we’re here to break it all down.
Read on for step-by-step instructions for developing your email marketing plan.
Step 1: Define your objectives
To start, it’s important to identify what you want to achieve with your email marketing (e.g., nurture leads, boost engagement, build brand awareness, promote content). Then, it helps to determine metrics to measure success, such as open rates, click-through rates, conversion rates, and unsubscribe rates.
Step 2: Outline email types for your program
Sketch out what types of emails you might send, what aligns with the aforementioned objectives. This could include welcome emails, newsletters, promotions, event invitations, surveys and feedback solicitation, educational items, or announcements.
Step 3: Design your emails
Use responsive email templates that look good on all devices (mobile and desktop) and maintain consistent branding with your logo, colors, and fonts.
Step 4: Create engaging content
Craft compelling subject lines and engaging email content that provides value to your subscribers. Consider value-driven content that provides useful information, tips, updates and offers that are relevant to your audience. Don’t forget a clear and compelling call to action that guides the recipient towards the desired action.
Step 5: Test and optimize
Test different subject lines, email content, layouts, and send times to see what works best. Monitor key metrics and analyze the performance of your campaigns to identify areas for improvement.
Step 6: Analyze and refine
Regularly review the performance of your email campaigns. Use insights from your analytics to refine and improve your email marketing strategy continuously.
Step 7: Ensure compliance
Make sure your emails comply with regulations, including obtaining consent from subscribers and providing an easy way to unsubscribe. Clearly communicate how you handle subscriber data. (Bonus: most email service providers help you ensure you are in compliance, but here’s a helpful guide from the FTC).
Getting started can seem daunting, but just take things one step at a time and your email program will be up, running, and working in no time!
And if you need a hand, we’d love to help. Email marketing is one of our specialties. Shoot us an email and let’s talk!
