From the course: A Beginner's Guide to Email Marketing
Developing a strategy
From the course: A Beginner's Guide to Email Marketing
Developing a strategy
Developing a strategy takes time and work. It's much like when you were younger and there was something you really wanted to ask your parents or caregivers to get for you. But you knew you couldn't just come out and ask them. You had to wait into the perfect opportunity. It meant determining the day of the week, the time of day, whether that was during your drive to school or at dinner time in the manner in which you would make your requests. You'd all ensure all your chores were done and had been the model kid leading up to the big ask. Developing your email marketing strategy is actually quite similar because you're focusing on achieving something, whatever that may be. It's about setting and reaching a goal. After this lesson, you'll have the key steps to setting up successful email campaigns based on the email conversion pie. The first slice is determining your goals. Are you looking to increase subscribers, increase sales, boost brand awareness. Determining this will provide you with a target to work towards as you optimize your program. Next, determine the cadence in which you are going to reach out to your contacts. Is it daily? Weekly. Monthly? Look at your metrics and understand when folks are engaging with your email. This is something you will want to test to ensure you are contacting them as often as they want, not how often you want. Also, determine the time of day. Do your contacts work the night shift? Maybe they're a nurse or rideshare driver. You probably don't want to send them an email at ten in the morning when they are likely asleep, but perhaps five in the evening will work best. Then you can have a little fun and start playing around with the types of emails you're sending. These are known as assets and can be a video, a gift infographic, or simply a text based email. Testing is a necessary and repetitive part of your email strategy. This will tell you what type of assets resonate with your reader the best. The more you monitor, the better you will be at identifying what resonates best with your audience. The final slice of the pie is segmentation, breaking out your audience based on certain criteria or past preferences, either expressed or inferred by their interaction with your brand. For example, if you're a lifestyle brand, then your audience could be made up of those who are focused on sustainability or ensuring all their products are animal friendly, or even those who are just beginning their vegan journey and are looking for tips and insights on how to get started. Ultimately, your strategy will be based on the goals you've set and how you are going to achieve them. It will take time and you will need to hone and take your strategy as you go along and find out more information about your readers. Take some time to look at your goals and create a strategy for how to achieve them by using the email conversion pie. You should gain greater focus and see increased engagement with your emails.
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