Stop Guessing - Follow a Step-By- Step Email Marketing Plan
Creating an email marketing plan may seem intimidating. However, there are plenty
of ways to create an effective plan that delivers results. A well-crafted plan helps
clarify strategy and empowers team members to act preemptively rather than
waiting for instructions. The process begins with data collection and research.
Identifying past performance and industry benchmarks will provide insights into
improvements and necessary strategy adjustments.
The next step in an effective email marketing plan is to set goals. These should be
specific, measurable and attainable. For example, a goal of “100 subscribers in a
year” is specific, and it can be measured by tracking open rates, click-through rates
and conversions. Additionally, it is attainable given current resources and
limitations.
Once you have established your goals, determine your target audience. Having a
clear understanding of who your ideal subscriber is will help guide all future
decisions, from how to grow your list to what content to send. Creating a persona
will also ensure that you are communicating with the right individuals.
Lastly, make sure to comply with email laws like GDPR and CAN-SPAM by getting
permission from customers to be on your list. This can be done by making it easy for
them to give their contact info on your website or social media. A good way to do
this is by offering a discount or free product in exchange for their email address.
Your emails should be designed to be visually appealing and have a clear call-to-
action (CTA). Additionally, your emails must be timely and relevant to what your
audience is interested in. If your audience receives irrelevant or untimely emails,
they are likely to ignore them or, worse, mark them as spam.
Once you’ve crafted your email, don’t forget to test it before hitting send. Make sure
the links work, there are no spelling or grammar errors and that it looks okay across
multiple browsers and devices. Additionally, it’s important to use a branded sender
name rather than a no-reply email address. This makes your email look more
personal and less spammy.
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