Email marketing is one of the most effective methods of advertising online. This is for many reasons, including its cost effectiveness, highly targeted and customisable mechanics, and its statistical measurability.
It is important to have an email newsletter strategy in place; one that is consistent with your brand’s online strategy and can be relied upon by users. An email strategy should include clearly defined processes that focus on the planning and creative execution for the campaign, as well its deployment and tracking.
There are eight stages that have been defined for a successful email campaign.
- Strategic Planning: what do we want to accomplish and why?
- Database Management: managing user segmentation and a targeted, permission-based database.
- Creative Execution: visual design and layout together with the content and copywriting of same.
- Personalisation: email customisation with targeted content and advertising for each individual.
- Campaign Integration: web site, viral campaigns and on- and offline competitions.
- Deployment
- Metrics: the measurement of delivery and open rates, conversions, clickthrough rate, unsubscribes, forward to a friend, return of investment.
- Analysis and strategic output: devise next campaign with metric information on hand as a blueprint.
Next time I write about email marketing I’ll concentrate on what makes email marketing such a gem; its metrics and how to use its data going forward.
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