Creating an Email Marketing Strategy Plan It Right to Get the Best Results
What is an Email Marketing Strategy and Why Do You Need One?
How to Create Your Email Marketing Strategy Template
1. Define your purpose for using email marketing
Keep your brand on top of your audience’s minds
Keeping your brand on top of people’s minds can increase the chances of them choosing you over your competitors when they are ready to buy or hire you for the solutions you offer. The goal here is for your subscribers to hear more from you than competing brands so they will rely on you for information. Examples include newsletters, email articles, informative content promotion, and other educational content relevant to their interests.
Maintaining top-of-the-mind awareness goes beyond making the initial sale. It also helps you maintain customer awareness and increases the chances of them buying from you again. You can use email-exclusive promotions and offers to keep them coming back to you for your product or service.
Generate traffic for your website
Promoting your website’s content is one of the oldest ways to use email marketing. You are not only providing value to your subscribers through relevant content but it also leads traffic to your new page and increases the chances of people sharing it with their contacts. This helps your content get a good search ranking even if it is only a new page. You can also promote your older content in this way and help it regain relevance for its targeted keywords.
Increase sales for your products or services
Not everyone will buy at the first chance of encountering your brand. Email marketing can help you keep in contact with them and promote your products or services to them in the future. In this way, you maintain contact with those who are still thinking about it and maximize your opportunities to make a sale.
You can also use email marketing to take advantage of any upsell or cross-sell opportunities you might have with your existing customers. Since they already bought from you, they are more receptive to products or services that may enhance the experience of their initial purchase.
Moreover, email marketing tools can identify those who have a high interest in your offer. You can send conversion-focused email to them that guides them toward making a buying decision. This approach is crucial if you are selling high-ticket items since it takes longer for potential customers to make a purchase. This helps you avoid alienating those who are casual recipients and newer subscribers while converting qualified leads as soon as they are ready.
Reduce the incidence of abandoned carts
If you are in eCommerce, an email marketing strategy is an essential part of your general marketing mix. It can send reminders to your shoppers about any items they have left in their digital shopping carts. You can use a simple email to remind them of their items or you can offer a limited-time discount to increase the chances of them finishing the purchase for the items they have in their carts.
Get to know your audience
You can gain a better understanding of your audience by sending surveys to your email subscribers. Some examples include welcome surveys, pre-launch surveys, post-purchase questionnaires, customer satisfaction surveys, email footer surveys, content feedback surveys, and data surveys. Whatever you use, it can give you an accurate image of your audience that you can use to improve various areas of your marketing and business.
Based on the goals above, you will have to assign a variety of metrics that can help you measure how well you are hitting your goals. These metrics include email open rate, unsubscribes, forwards, click-through rate, and conversion rate.
2. Identify your audience
Once you are clear with your objective, the next you need to consider is the audience for your email marketing strategy. You can get a good image of your audience by building buyer personas based on the dominant characteristics among your customers. Applying this will increase the chances of subscribers opening your email, decrease instances of them unsubscribing, and respond positively to its content and call to action.
Keep in mind that different types of personas will react differently to the same tactic. Therefore, it is best to anticipate how they may react and apply the best approach accordingly.
3. Plan how you will build your mailing list
These are content that your audience can only access in exchange for signing up for your mailing list. Examples of lead magnets include ebooks, white papers, reports, checklists, and infographics. If you are an eCommerce business, you can also use discount offers as a lead magnet to build your mailing list.
This collects information on the number of visitors each page gets, their behavior on these pages, and the channels they used to visit that particular page. It also provides information on the contribution of each page and channel to your website’s conversion.
You can build up a mailing list by having your audience sign up for a waiting list for product launches, professional consulting, and courses. Aside from attracting subscribers to your email campaigns, this will also build up interest in your offer, which can lead to a more successful launch date.
Sign-up link in your email signatures
Placing a link in your email signature is the simplest way to build your mailing list. But, it works since you are sending several emails per day to your customers when you are answering their inquiries, updating them about their orders, and confirming their payment or order.