How to simplify your email strategy

The Challenge
“We are seeing lots of clever email strategy from our competitors and feel like we’re falling behind. When we try to do something new or ground breaking, we come up against too many complications and issues. The whole process becomes overwhelming, so we end up going back to what we know”

The Solution
Lots of companies send newsletters, this isn’t hard, where the challenge lies is crafting a targeted and innovative email marketing strategy that will generate results and help you stand out from the crowd.
If you spend time on your email strategy, it will pay out.

However, knowing where to begin can be daunting. There are lots of exciting strategies and features available, but if you try to run before you can walk, you are likely to send out emails that are littered with mistakes doing more harm than good.

Sometimes it’s good to go back to basics. By following our blog or downloading The Simplified Guide to Email Strategy you can build a solid foundation, redefine your email campaigns and ensure that you are ticking all the boxes for a successful send.

Step 1. Define your audience
To succeed in your marketing campaigns, you need to know exactly who you are targeting and why. By defining a clear audience you will be able to give your content and marketing far more clarity and focus; in turn making it far more effective.

Define your business
Research your industry
Refine your audience
Create personas

Step 2. Set goals
Jumping into a campaign send feet first can be tempting; however you have to consider how you will measure the campaign’s success once it is sent.

Write a goal statement
Ensure your goals are SMART
Acknowledge potential issues
Log your goals

Step 3. Manage your email list
Your email list and the information within it is one of the most powerful marketing tools at your disposal. Without this information it is likely that your marketing campaigns will struggle to succeed.
To ensure that your list is healthy and organic, you should practice the following steps.

Get your web sign up right
Double opt in – use a preference centre
Create powerful content
Clean your list

Step 4. Build a schedule
Now you have a good grasp of who you are emailing, it’s time to build a schedule which you can realistically stick to.

Decide on email frequency
Ensure you have sufficient content
Get the timing right
Create a sharable schedule

Step 5. Review your success

An email marketing campaign is only as good as the stats that it produces – so anyone not tracking their emails is missing an opportunity to gauge their effectiveness.

In any area of business it pays to always be improving and email marketing is no different; by measuring how successful your emails have been at persuading consumers to check out your website or sign up for product, you give yourself a frame of reference – a platform from which to improve your return on investment.

Refer to your goals
Choose your reporting metrics
Use your results in strategy

To find out more and download your weekly to do list, head to The Simplified Series episode one.

Paul Edge
Paul Edge
At Pure360 I have gained a strong knowledge of email marketing best practices, including segmentation, deliverability, data cleansing and optimising performance including subject line testing, message content, setting up email nurturing programmes and sending targeted offers.
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