How to Create an Email Marketing Strategy

Version 3.0

Define your Audience

An effective email is a relevant email. Like everything else in marketing, start with your customer. Understand what they want, and tailor your email content and offering to their needs.

Outline your Objectives

Before your come up with your campaign objectives, gather some context. You’ll want to understand the average email statistics and performances for your industry, to better know how to benchmark your performance.

Taking into account metrics like open rates, click-through rates, click-to-open rates and unsubscribe rates.

Build your Email List

Next, you’ll need people to email. An email list is a group of customers who have given you permission to send them relevant content. To build this list you’ll need several different ways to for customers to opt-in – this could be through a social media campaign or an opt-in box on your website.

Don’t be too discouraged if your list is small to start with. It can take some time to build it up. In the meantime, it’s important that you treat every single subscriber and lead like gold, and you’ll definitely start to see your email list grow organically.

Campaign Type

Email campaigns can vary and trying to decide on what’s right for your business can be overwhelming. Do you send a bi-weekly newsletter? Should you send out new product launches? Offer discounts? Which blog posts are worth sharing?

These questions plague every digital marketer and the answer is often subjective.

You can start by learning about the considering the different types of campaigns that exist, then decide which is best for your audience.

You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them. You’ll get a much better result if you are sending content to people that they want to see.

Make a Schedule

Decide how often you plan to contact your list and inform your audience upfront.

This way, they’ll know exactly what to expect ahead of time. Forgetting to do this can lead to high unsubscribe lists and can even get you in their spam.

In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.

Measure your Results

This should come as no surprise. As digital marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your emails that will yield the largest results.

If you would like to talk to one of the Hi Ho team about how email marketing can help your business, please get in touch!

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