Email marketing has some of the highest return on investment of any marketing strategy, with an estimated $36 for every $1 spent. However, in order to make the most of your email marketing efforts, you must have a clear email marketing strategy in place that will allow you to reach your target market and determine what they need in order to respond the way you’re hoping to your email campaign.

Building Your Email Marketing Strategy: Step By Step

Building an email campaign doesn’t happen overnight. However, with these simple steps, you can enhance your plans and create a more successful strategy.

1. Know Your Audience

Get to know your target market and the type of content they need–not just to make buying decisions, but to build their trust in your brand.

2. Select Effective Tools

Choose email marketing tools that will allow you to keep up with your email needs. That includes effective integrations, automation options, and templates as well as email scheduling that will allow you to set up and manage your emails to your list ahead of time.

3. Set Your Goals

Know what you want to achieve through your email marketing efforts. Setting clear goals ahead of time can make it easier to determine how much you want to invest and where you need to focus your campaign.

4. Check Your Existing Content

What content are you already providing to your users? How does it compare to the content users need? What content are users most likely to respond to?

5. Build Your Email List

There are several strategies that can help with your email list building, including:

• Offering incentives for customers to sign up (coupons, discounts, or extra information or content that others cannot access, for example)
• Keep signup as simple as possible–the more information customers have to provide, the greater the likelihood that they will choose not to complete the process
• Make the most of referral programs that will send customers to your website and your email list
• Partner with other businesses that share your target audience

As your email list grows, make sure you are segmenting your target audience to ensure that each one is getting the right content for their needs.

6. Design Your Content

Determine when you want to reach out to the members of your target audience. Consider:

• Regular content that keeps customers engaged
• Special content leading up to sales and promotions
• Content that is triggered when customers take specific actions on your website (abandoning a cart, for example)

Carefully consider how often you want to connect with your target audience, and make sure that you are sending out emails at the right time and with the right frequency. You want to keep them interested and raise the odds that they will open your emails when they appear, rather than skipping straight over them.

7. Test Customer Response

Carefully test essential elements of your email marketing campaign. That may include everything from when you send your emails to what type of content you send out to your customers. Conduct regular A/B testing, which involves changing a single element to see how customers respond.

8. Measure Your Success (And Make Changes Accordingly)

Data and analytics are a critical part of your success. By tracking the right email marketing analytics, you can better determine the overall success of your campaign. Common metrics include:

• Open rates
• Click-through rates
• Bounce rates (when customers click through and visit your website)
• Sales directly related to the email campaign
• Email shares and forwarding
• Unsubscribe rates
• Return on Investment

By carefully tracking those metrics, you can determine how well your emails are performing and what steps you need to take to make them better in the future.

Grow and Build Your Email Marketing Campaign

Are you ready to see the growth of your email marketing campaign and learn more about how it can benefit your business? Contact us to learn more about how we can help.

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