To manage email marketing, there are certain key factors to consider. The value of email marketing is undeniable, so it’s not surprising that many departments within your organization want to leverage the platform.
This results in lots of moving pieces to consider and many stakeholders to please. It also increases the chances of accidentally sending multiple emails to the same person in one day.
One thing is clear, if you’re going to be successful at email marketing, you need a well-planned marketing strategy in place.
The following steps will help you plan your work in no time.
So, here are 4 steps to create an effective email marketing strategy.
- Choose Your Email Marketing Tools
- Identify Your Target Audience
- Decide Which Types of Emails to Send
- Create Email Sending Schedule
Step One: Choose Your Tools
Finding the right tools is the first step in your strategy. A lot of these platforms are super powerful and can help you organize and send your emails at the drop of a hat.
Email Marketing Tools
Some common email marketing tools that you might consider using are:
This is a shortlist in a sea of other email tools you could use. Find the tool that fits your team based on what you want to accomplish with your email marketing.
Marketing Automation Tools
You might not want to stop at a simple email marketing tool. You may also consider adding a marketing automation tool to your list.
Marketing automation makes it easy for you to follow up with customers and send the right email at the right time to subscribers based on how they are interacting with your website.
Some email marketing platforms have basic marketing automation features built-in like the option to send birthday email messages automatically, etc. It’s worth taking some time to figure out the depths of marketing automation you need and your bandwidth for maintaining automation initiatives. These activities can take a big chunk of time to manage.
Here are some automation tools to consider:
Autopilot: Autopilot makes it easy to plan out journeys and triggers that send your subscribers emails based on how they interact with your website.
Userfox: Userfox is a small email-focused automation tool that sends emails to subscribers based on events that you put into the system.
HubSpot: Hubspot doesn’t have as much email automation functionality as the other two on this list, but it is suited for companies who want to control multiple aspects from one tool.
Marketo: Is a powerful marketing automation tool that is most suitable for enterprise-level marketers.
Pardot: A solution that can assist marketers to create meaningful connections and generate sales lead. The marketing automation option fits well if you use Salesforce.
Step Two: Identify Your Target Audience
Once you have your tools selected you to need to focus on building your email subscriber list.
The first step to build your email list is to identify your target audience.
So how can you find your target audience?
First, answer the following questions:
Who are our current best customers?
What qualities do they have in common?
What problems are they experiencing that has our customers search for a solution like our product or service?
Why did they purchase our product or service?
What did we provide for our customers that our competition didn’t?
Step Three: Choose the Types of Emails to Send
There are many different types of email that you can send to your list. You can choose one or change it up based on the various segments you have in your list.
Here are three different types of emails to get started with.
Newsletters are a popular email format. They come to your subscriber’s inbox at the same time at recurring intervals. They allow you to show them a variety of content and information your subscribers might have missed if they haven’t visited your website lately.
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According to Hubspot, successful email newsletters contain 90% educational content and 10% product or promotional content.
The same post from Hubspot says newsletters should contain a single theme or idea. That way you can prevent yourself from randomly throwing content into your newsletter just to get it out there.
You might even send out different newsletters on different topics based on who you’re sending each newsletter to on your list.
Automated Drip Emails
Automated drip campaigns are emails that are sent to users based on their interactions with your website or content that is sent on a schedule to help move customers down your marketing funnel.
Once your subscriber takes action, emails are slowly dripped into their email inbox to help convince them to convert.
These emails change based on the action that your list members take. For example, say you had a subscriber who clicked on your product page, added things to their cart but didn’t make a purchase.
The automated emails could be sent to your subscriber that gently remind them to head back to their cart or learn more about their products
Step Four: Determine How Often To Send Your Emails
So you’ve sent some emails and your subscriber list is growing, but, your audience gets a lot of emails over the course of one day.
How can you ensure that your emails are being seen?
Well, sending them during the most strategic days and times can help.
According to ten different studies, the best times to send emails are: 6am, 8am, 10am, 12pm, 2pm, 4pm, 6pm, 8pm, 10pm, 12midnight.
But for the best results try sending at 6am, 10am, 2pm and 8pm.
Your best times will vary a bit depending on your subscribers, so experiment to see what times your audience is the most engaged.
You can’t just send your email at the best time; you also need to send it on the best day.
According to those same ten studies the best days to send email are: Tuesday, Wednesday and Thursday.