How do you manage your email marketing calendar and schedule your campaigns?
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An email marketing calendar is a visual tool that assists in organizing and aligning email campaigns with business goals, audience needs, and content strategy. It provides an overview of what, when, and how often emails are sent to subscribers, as well as how they fit into the overall marketing plan. By leveraging an email marketing calendar, you can avoid sending too many or too few emails while maintaining a consistent frequency and quality. It also allows you to coordinate your email campaigns with other marketing channels and seasonal events, optimize your email performance by testing different subject lines, formats, and send times, and track and measure your email results to identify areas for improvement.
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Two important reasons to have an email calendar - it keeps you on track with topics and your list hears from you on a regular basis. When you plan your topics you are focused on your ideal customer. So whether you are sending an email in February or in November, the topic will have meaning for your subscriber. When you are consistent with the topic/content and when you enter their inbox, you establish rapport, trust, credibility, and authority with your subscribers. Both will lead to better response rates and more sales.
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Having a calendar allows you to plan - and create - emails in advance. For topics or themes, look to trending topics in your industry, what other experts are talking about or what’s hot and happening in your business.
Creating an email marketing calendar can be done in different ways, depending on your preferences and resources. You may use a spreadsheet, a calendar app, or a dedicated email marketing software to do so. If you choose to do so, you should begin by defining your email marketing goals and objectives, such as increasing conversions or engagement. You should then segment your email list based on criteria such as demographics, interests, behavior, or stage in the customer journey. After this, map out your email campaigns for each segment and each goal, deciding what type of emails you will send (e.g., newsletters, promotions). Assign a date and time for each email campaign while considering factors like your audience's location and habits. Don't forget to add relevant details to each email campaign like subject line, preheader, sender name, and call to action. Finally, review and update your email marketing calendar regularly and make adjustments as needed.
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When we launched our flagship SaaS product, I distinctly remember segmenting our audience and aligning our campaigns with their behaviors. We observed 25% increase in user engagement within the first month. It's crucial to tailor emails according to audience segments, seasonality, and business goals. By continuously refining our strategies based on data analytics and direct customer feedback, we've maintained high engagement rates. Remember, a well-strategized email calendar isn't just about sending emails; it's about delivering value at the right time.
Once you have your email marketing calendar ready, you need to plan ahead and schedule your email campaigns at the right time and to the right people. You can make use of an email marketing software or platform to automate this process and save yourself time and effort. To ensure that your scheduled email campaigns are successful, you should use a reliable and reputable email service provider that can handle your email volume and deliverability. Additionally, testing your emails before sending them will ensure they look good and work well on different devices and email clients. You should also set up triggers and rules for your campaigns based on your audience's actions or events, such as opening an email, clicking a link, or making a purchase. Finally, monitoring and analyzing your campaign performance and feedback will help you optimize your email marketing calendar and schedule.
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Just recently, after an exhaustive analysis of various software tools, my team streamlined our email marketing calendar, leading to an uptick in engagement. It’s not merely about sending emails, but ensuring they land at the right moment, to the right audience. Always prioritize quality and timing; they can elevate your outreach from mere communication to a compelling conversation.
Managing your email marketing calendar is an ongoing process that requires regular attention and maintenance. It's important to keep it up to date and relevant, and make sure it aligns with your changing business needs and audience expectations. To ensure successful email marketing, you should communicate and collaborate with your team members and stakeholders, sharing the calendar with them. Additionally, review your email marketing calendar frequently to check for any gaps, overlaps, or conflicts in your email schedule. Adapting to external factors such as industry trends, customer feedback, or competitor actions is also key. Experimenting with different strategies such as personalization, segmentation, or gamification can help you stand out from the crowd. Lastly, evaluating your email marketing results and ROI will provide valuable insights to improve your email marketing calendar and schedule.
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When we integrated an in-depth product analysis into one of our email campaigns, we saw a 20% increase in lead conversions. Strategically scheduling emails isn't just about frequency; it's about aligning with business goals and audience needs.
If you're looking for assistance or ideas to create and manage your email marketing calendar and schedule your campaigns, there are several tools and templates available online. These can save you time and effort by providing ready-made formats and layouts, as well as help you organize and visualize your email campaigns in an easy-to-understand way. You can access and edit your email marketing calendar from anywhere, on any device, and integrate it with other tools and platforms like Google Calendar, Trello, or Mailchimp. Some examples of tools and templates for your email marketing calendar include CoSchedule's Email Marketing Calendar Template, HubSpot's Email Marketing Planning Template, and Sendinblue's Email Marketing Calendar Template.
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Templates are a great way to ‘plug in and create’ new content aka new emails quickly. Another advantage is that if the email template is branded for your business, and you publish consistently, you will build trust among your followers.
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