How to plan your email marketing strategy for 2022
Introduction
Email marketing strategies require significant planning and foresight. By spending enough time to plan your email marketing strategy, you can achieve your goals more effectively and create the best campaign.
This guide explains everything you need to consider when planning your campaign. It also provides detailed examples of email marketing campaign strategies in action, as well as questions and answers to help you get the most out of your marketing activities.
Every successful email marketing strategy starts with a plan
How can I create a useful email policy? You need to start with more planning in advance. Ask the following questions:
What is the purpose of investing in email? What business results do you want to see?
Who are the people who will read it?
What is waiting for this audience?
What defines the" success " of this project?
Before you start thinking about how to design an email or optimize the subject line, you need to answer these questions. You don't want to end up with a beautifully designed email that is simply displayed by the soft filtration.
In order for this to be seen, you must first write an effective email. To this end, we will guide you through the principles to apply to plan an effective email marketing strategy in 2022.
Detailed examples of email marketing campaign strategies
Let's start with the email strategy of modern Henchman magazine.
Okay, we did it. But stay with us, because this example will help you define your strategy for your next campaign.
Set it and forget it
Set it and forget it
Use automation tools and send activated emails based on user activity or time.
Imagine you have a magazine for busy super Villains today. These villains do not have time to do the basic maintenance of the death trap. They don't have time for homeowners associations because their volcano shelter doesn't quote quotes " not up to code.”
Then they hire henchmen. You will shoot inaccurate guns on Bond Bond
Now you are building an email marketing strategy for the modern magazine henchman and pretend. Moderna. Know your demographic: busy henchmen. But that's all you know now. You can use the template below to ask questions about email marketing strategies that will help you keep up to date with everything:
An overview of Henchman magazine's modern email Moderna marketing strategy
Recipients: who are you sending this email to?
Current print magazine subscribers
People who have become email subscribers through the subscription form or landing page of your site
Customers who have purchased on our website
What is the main reason for sending this email?
Increase sales of our modern henchman product line Moderna, encouraging people to buy for the first time and repeat readers buyers
What kind of email Are you going to send?
NeSL
Subscription notifications
Purchase invoices and receipts
Promotional Email
Re-engagement email
Welcome Email
What kind of content would you send?
Special Events
Informative articles related to our products
How often do you send an email?
NeSL letters are sent once a month, as well as other notifications and notifications as needed
Do you have an existing visual design that you want an email match?
Yes, from the site modernhenchman.com
Do you have an example of your favorite email marketing campaign strategy?
Amazon's new product email
Baskin Robbins customer loyalty email
It's a good start. Suppose you have identified the need to remain relevant to your current subscribers and past buyers. After all, people are the ones who are most likely to buy at home in the future. Therefore, sending NeSL letters via email or Follow up offers to customers once or twice a month is a very profitable way to stay in touch.
It also keeps them in the minds of their customers, when they need a freezing beam or an explosion plug, modernhenchperson.com is their first stop.
Now that we have our simple, we can start with what needs to be done to complete the project. The first step is to define in more detail what a successful project will look like.
How to set email marketing goals
With a short on your back, it's time to start setting goals. What are the indicators of a successful email marketing program?
Success begins with a clear goal in mind that is less important to email NeSL
Taking your answers from the short initial, you can tell them in the form of measurable goals. These goals should be as specific as possible.
Therefore, we want to increase sales for print subscribers and convert new customers from email-only subscribers to active customers. This is a good start, but it's wise to try to set some more specific goals.
For example, what exactly does "increase sales" mean? Is it enough to have another sale? It may sound ridiculous, but there are some products and services that can be paid for an entire year of sales and mailing campaign strategy.
For example, if you sell consulting services for thousands of dollars per engagement, it's not as if you sell gradient stickers B 2.0 per Bo Bo 1 per box. To set useful goals, you need to be detailed and specific.
If you are not sure about the dollar amount, you can also indicate your goals in terms of the number of visitors coming to your site from the link in the email. If you know that 1.8% of visite
For modern henchmen, we could suggest this main goal: to generate at least $ 400 in sales directly from NE Moderna subscribers in the first week of each email sent.
Alternatively, you may not have the goal of tying yourself to financial returns. For some companies, the response of readers may be exactly what they want to achieve. Here are some other examples of goals you can consider:
Re-establish direct contact with 5 previous customers
40% of subscribers open an email
20% of subscribers click on at least one link
30 people visit this particular page of the site
These goals are easily measurable, which allows you to identify when you have achieved them. Sometimes it will not be possible. For example, it may take a customer several years to purchase a new warehouse management system or a new mainframe installation. In these cases, a measurable goal may be to maintain a relationship - an email response received from a customer.
This process goes beyond simply achieving the goal. It is also to encourage you to think carefully about why you are sending emails in the first place. Emails with a purpose and direction are the ones that stand out - the rest is just noise, creeping into your inbox.
Email indicators: how to measure success
Once you have one or more goals, you need to set a place, tool, or process to find out if those goals have been achieved. This may include sales data from specific departments, reports from email service providers, or site analytics.
If you use special software Here are the types of numbers you can expect to be able to track:
Opening rates
How many people actually read emails? This number is calculated by monitoring the loading of the tracking image within each email. However, many email clients do not download images by default, so they cannot save everything that is open. Similarly, some email clients only display plain text without uploaded images.
* Note: open rates can still be a significant metric, but Apple's mail privacy Instead of relying on disclosure reports to measure success, we recommend using other engagement indicators, such as the following.
领英推荐
Click-through rate (click-through rate)
How many people actually click the link in the email? As a rule, the email service redirects each link through its own tracking service to record the number of clicks.
Send
How many people have actually used the "Send to friends" feature to forward emails? (Let's assume your software)
Unsubscribe
How many people have decided to unsubscribe from additional emails using the soft cancellation
Conversion rate
How many people have actually bought a click, downloaded a trial version, or done anything else that could be tracked? Soft anal data such as Google Analytics can be used to record these actions and re-access specific sources, including email campaigns.
The most important measure is not the raw numbers themselves, but the change from one campaign to another (also called trend). After submitting each campaign, you change the content and design of your email marketing strategy and also the day and time of the week you send your email. Historical metrics quickly let you know if changes are successful or not.
You've reached a point where you know how to tell if you have a goal for an email campaign strategy and we've achieved that goal. Now you just need to start drawing up a plan for an e-mail from the site w
E-mail is built with the same technology as AEB However, there are big differences in the factors that make the design fit your email strategy.
Content strategy: will you send them?
It's tempting for designers to think of email as a one-page And why? Also, a good number of people will view emails in a Broer
All this is true. However,eb Since print designers must respect the unique constraints and opportunities of Theeb
Optimizing content for the right support can often turn a good email into a great email.
Reminder: email is not a site
People tend to think of site People actively come to our site, directly, by searching or following links. When visitors come to your site w Visually, the site occupies the entire window of the bro bro
Email is a different case. The mailbox looks more like a house than a store. The email reaches you without you taking any action. When they arrive, the visible area of the email may only be a fraction of the size of a bro Finestra
Take a look at the soft posta:
The mailbox looks more like a house than a store. The email reaches you without you taking any action.
You will notice that this Huawei But it also does not look bad on the desktop.
The actual email takes up only a small percentage of the space at the bottom. He is surrounded by several objects competing for attention. Folders, notes, and other emails are struggling to notice it.
You should also consider that more than half of subscribers read e-mail on mobile devices. This will affect how you design our emails and how you write our content. As designers, we must respect the fact that we have had readers invade their personal space.
Unless the reader is dedicated to "zero inboxes" fanatics, our email will be another item, a long list that interferes with their real work. Now you pay attention to your emails and, usually, you ask them to take some of the actions. In return, you owe them emails that don't take longer than necessary, are easy to read and are actually useful. It's a simple equation: provide content that is worth it.
Before addressing the visual aspects of email design, you need to know what content to use. This will help you in all other aspects of your design.
Is it acceptable to reuse content?
You might think that repeating the content on a blog or AEB The most recent statistics show that more than 90% of Internet users still do not know what to do, let alone how to use it to maintain a site
Even in campaign monitors, customers are mostly internet marketers, and we get far more responses from our email campaigns than from our blog entries. Reusing materials from siti
At this point, you will need representative content that allows you to build your design around it. Create fake sample issues with content on your site
Home Page
Do not use Lorem ipsum text as a fill, although it is common in the design of site Too many emails(and too many The project had to be fine-tuned, and then a long time later it had to be finished.
This non-profit organization uses advanced tools and automation to create more emails and more time.
Case studies
This non-profit organization uses advanced tools and automation to create more emails and more time.
Learn to
Back to Moderna henchmen
Okay, back to work. And as a company, I intend to create an email marketing strategy for a fictitious henchman magazine.
Do you have a content list for henchman Moderna NeSL:
About the main products of the month
Teaser of the history of the magazine
Link to send emails to friends
Recommended items
So I need a way to prioritize and restrict this list. An easy way to do this is to ask another question: "What is the only action you want your readers to take after reading an email?”
Pretend that the desired action is for the reader to click to learn more about "our featured product" when receiving regular monthly emails.
And you may have some favorite subtasks for your readers, such as sending a response, visiting a particular page, or forwarding to an email. You could probably continue to select two or three desired actions, but no more, because too many possible choices can cripple the player to act at all.
Now you can classify the content according to what best supports the desired action. You have to ask yourself: what is likely to achieve our overall goals for email campaign strategies?
Moderna henchmen can find themselves with the following priority list:
About the main products of the month (this directly supports our basic operations)
Main article (building our reputation of knowledge)
Link to send emails to friends
Teaser for different stories
With this list, write an overview of the NeSL Install a frame that you can carry from plate to plate. Depending on the response of subscribers, this may change over time, but you should always keep your goals steady.
Before starting the visual design phase, the last step is to collect all the contents of the first email. Sometimes it can take some time, but for modern henchmen, we can find a lot of content about common problems on this Moderna archive
Questions and answers about email marketing
Before we finish, let's look at some common email questions when getting started.
How long should I stay in the email?
As short as possible while remaining useful. Some companies send very long and complex material in the form of emails, but this is rare. The common inbox is already quite full, so you don't want to contribute to the problem. Come in, Get your message and leave.
The current industry standard for an email marketing strategy is 20 lines of text or 200 words, but I don't think this is a fixed rule because it completely depends on the purpose of the email.
When looking at several thousand NeSL letters for campaign monitors, the typical length of content-rich NeSL letters (as opposed to invitations or simple notifications) is two or three screen values. This means that you have to play with the font size on the number of copies. See what works-there is no "one size fits all" here.
Always keep your audience in mind, as their needs or expectations may differ.
Should I put a full article in the email, or just a teaser and a link to the site?
If you could convey your points in a few paragraphs, you could save your readers time by giving them everything they need without having to click on a link.
Again, consider the goals of each email. What actions do you want the reader to take? If the goal is to bring them to your site The summary (without spoilers) will help convince you that it is worth clicking on the link.
For example, if your goal is to get readers to register for an event, you can simply use a link with their image and title. In this case, you use links rather than using the articles themselves to give credibility to the final action you want the reader to take.
This event email contains the main action request (Reply button) and a support link to learn more about the speaker. You can follow this strategy when creating email campaign strategies for healthy food, parenting products, electronics, etc.