Email marketing occurs in every business to some degree, even if there isn’t a formalized strategy. In the most basic sense, if any of your representatives are communicating with a potential or current customer or client by email, then you’re engaging in some form of email marketing.
However, what people probably think of when they hear the term “email marketing” is probably the large, database-driven campaigns carried out via automated systems. Think of the big mailings you get from big-box retail stores or your favorite pizza restaurant.
If you’re wondering whether large-scale email marketing is right for your business, it’s important to develop a strategy. Before you decide to take any action, knowing whether email marketing would be cost effective and how to achieve a return on investment (ROI) requires careful planning.
To help, we’re happy to share four steps that should go into any effective email marketing strategy.
The components of a solid email marketing strategy
There’s a difference between strategy and tactics. Strategy is your plan to achieve an overall aim, while tactics are the individual methods you use to get there. So in email marketing, before you start thinking about how to build a list or write effective subject lines, it’s crucial to look at the big picture by doing these four things:
- Perform a detailed review of your current efforts — Start by getting a clear understanding of how much time and money you’re currently spending with any marketing-related emails and what results you’re getting. Find out if any of your current marketing activities could be better accomplished through email. This information will help you establish a baseline for future performance.
- Allocate resources — Set a budget by either reallocating from your current email efforts or investing new resources. Do research into what similar businesses and organizations spend on their email marketing campaigns.
- Determine your audience — Using customer demographics and market research, segment your audience into meaningful profiles. Some audiences are more likely to respond to specific messages than others, so dividing your audience can help you focus your content when the time comes. Knowing your audience can also help you develop a plan to build and grow your email list.
- Set objectives and goals — Explore what you’re trying to accomplish through email, such as audience engagement through compelling content or driving sales through promotions and product information. Based on your budgetary allocations and projections for ROI, set goals based on realistic expectations of performance.
With these steps in place, you can then use your email marketing strategy to drill down on more specific tactics, including growing your list, crafting content, timing email deliveries and analyzing campaign results.
We’ll help you build a winning email strategy
Burg & Co. has a winning team of digital marketers with all the experience and tools you need to develop effective email marketing strategies that engage your audience and achieve solid ROI. Contact us today to learn more and schedule your free marketing consultation.