How Having a Plan Can Boost Your Email Marketing Project

Email marketing is an excellent source for finding, reaching, and staying in touch with customers and visitors. All great designs spring from an idea, which is then implemented in careful planning. This article looks at exactly that, how to create a communication plan for your email marketing.

Determine your goal

What does your company want to achieve with its email marketing? Think in general but measurable terms. You want to be able to refer back to your goal and evaluate its positive or negative results. This will help in the change, if necessary in your goals. Let’s see an example:

Maxwell’s Brew will contact 50 customers via email marketing in our first week of using the program.

This goal is simple but measurable. Did you get email addresses of 50 people? Did they reach them? Did someone reply, bring coupons, or attend a special day event?

Goals can always be changed as the project grows and becomes more tangible.

For example:

Maxwell’s Brew will contact 100 customers and record the coupon return for one month after the email marketplace is sent.

This objective remains general and measurable, but on a more direct scale.

The objective must be directed to your audience

As with all business plans, you won’t get very far unless you know exactly who your target audience is. This is important to identify because you want to tailor your email plan directly to your target audience. For example, Maxwell’s Brew is located just outside a college campus, but miles from two high schools. Maxwell’s audience would be young adults ages 15-23. Plus, researching the demographics surrounding your audience will help you target that right audience. Some examples of demographics include: age, race, income, education, and location.

Your audience wants to see the benefits

How will each target audience benefit from your email marketing? They want to know what you can do for them. If your email marketing is weekly or monthly, change it up a bit, give them something new each time. Present new or old items; offer a percentage discount or something extra with a purchase.

Along with developing benefits, you are creating a meaningful message. What do you want your audience to know? What do you want to tell them? Keep in mind that you must be persuasive in your writing and distinguish yourself from the competition. Tell them what makes your business unique.

Designing a style for your audience

An email marketing campaign is similar to designing a website. Are you staying true to your organization’s brand and values? Don’t overwhelm your viewer with a lot of graphics or text. Keep it simple and don’t forget to put in your contact information.

Take the time for a timeline

It is important to have a written agenda for this project. This will keep you on track and on top of deadlines. Meet with your team and decide how long each person will need to finish their work. If one person can do everything, a timeline is still needed. In this way, they can go from building the mailing list to looking for graphics, developing text, and putting it all together in a well-regulated period of time.

Email marketing needs to be thought through and planned carefully. Start by setting your goals, determining your audience, describing the benefits, communicating a meaningful message, designing an appearance, and making a timeline.

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