Email marketing isn’t obsolete. It remains one of the core pillars of digital marketing, helping...
Category: Email Marketing Strategy
Why we are writing about Email Marketing Strategy?
Building an effective email marketing strategy can be a daunting responsibility even for the most advanced marketers.
The stakes are high: how do you successfully reach your target audience and convert them through email channels?
It’s common knowledge that email marketing is one of the most effective marketing strategies.
With a potential ROI one can only dream of, it is crucial to put in place a clear and effective email marketing strategy that works.
Unfortunately, there is no magic spell.
If you want to plan a successful email marketing campaign strategy, you need to stay informed on all the latest email tactics, list building strategies, most effective email templates, and the best email marketing programs, regardless of your industry (retail, e-commerce, SaaS, B2B, B2C, or even nonprofit).
Email marketing strategies and tactics in 2019 are focused on:
Personalized email messages for better customer retention using dynamic emails
Interactive emails using new technologies like AMP for emails, to stimulate customer conversion
Email list segmentation and automation of triggered emails for an efficient email marketing campaign
But what is the definition of an effective email marketing strategy?
An effective email marketing strategy is a set of actions that a marketer (and his team) plan and execute in order to reach marketing goals, using email marketing campaigns.
From this simplified definition, we can set up three easy and straight-forward steps or phases to come up with an email marketing strategy.
Steps to create your email marketing strategy:
Email Marketing Strategy Goals and Target Audience
Define your email marketing goals and identify your target audience based on specific segmentation criteria (purchasing behavior, demographics, geographic location, etc.).
Email Marketing Tactics
Decide what type of emails to create and send out as part of your email marketing campaign.
Your choice of which emails to send depends entirely on your goals and target audience.
Monitoring and Evaluating the Success of your Email Marketing Campaign
Define which email marketing metrics you will use to evaluate and rate the success of your email marketing campaign strategy (open rate, click-through rate or CTR, conversion rate, bounce rate, number of unsubscribes, spam complaints, list growth rate, etc.)
Let’s say you are running a retail e-commerce business. Your email marketing strategy goal would be to set up an automated trigger campaign for transactional emails.
However, if you are working in a Software-As-A-Business, you would be setting up an onboarding email campaign to convert new users into paying customers.
What you read right now is just the tip of the iceberg when it comes to email marketing strategies and tactics.
If you’d like to learn more about email marketing strategy trends, check out our industry-specific and data-driven best practices and examples.
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