Why is it essential to have an email marketing strategy?
Having an email marketing strategy in place allows marketers to layout their email advertising process ahead of time. In turn, other business stakeholders can know what they need to do at each given time, thus ensuring synchronicity while implementing an email campaign.
With an email marketing strategy, a company can plan when to send time-based promotions or non-promotional emails. Time-based promotions are emails containing time-sensitive messages which prompt recipients to take action, for example, purchasing a discounted product, registering for a new class, or booking an appointment. For these promotions, marketers should consider planning a short three-part marketing email series comprising of an announcement (preferably two weeks in advance), a reminder (1 week to the event), and the last chance (1 or 2 days before the event.)
How to Create an Email Marketing Strategy
Email marketing strategies spell out all the goals businesses intend to achieve. A company needs to have marketing objectives beforehand to give it a sense of direction when implementing an email campaign. Other than that, email marketing strategies enable marketers to evaluate the effectiveness of their email marketing campaigns.
Set email marketing goals
Pick the necessary email marketing tools
Determine the target audience
Identify the appropriate list building tactics
Divide your mailing list into segments
Optimize your emails
Identify the types of emails to send
Create a schedule for sending emails
Conduct split-testing
Monitor email performance reports
Format the email content
