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| home > successful email marketing > email marketing campaign | ||
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Eight steps to
creating a successful email marketing campaign 1. Identify your objectives. The first step in developing a successful email marketing campaign is to state clearly the primary objective for your campaign. With each campaign you may have multiple objectives but you should identify a single, measurable, actionable, primary objective. Perhaps your primary objective is to acquire new customers, or make a repeat sale to existing customers, or get sign-ups for your newsletter, or get downloads of your trial software. A secondary objective might be to improve your relationship with your current customers, or through the tone of the message begin to change your customers' perspective of your company. Nonetheless, it's important from the start to establish a primary goal for your email campaign. 2. Identify the audience. Do you have your own mailing list or are you renting a list? Is it a list of homogenous recipients or do you need to select from the the list to get a tightly targeted audience? When your audience is more narrowly defined you can send a more focused message and a focused message is more successful. If you are renting a mailing list, we will work with the list broker and help you select the criteria to use in choosing the list. 3. Establish a budget. We'll work with you to develop a budget. Then we'll plan the activities to fit within your budget. 4. Determine what action do you want the audience to take. Be specific about what you want the recipient to do. Click on a link? Phone you? Fill out an online form? 5. Be prepared for the response. If the recipient is to click on a link in the email that links to a web page, we will develop and test that web page. If the desired action is to call you, you must be prepared for the phone calls. We will work with you to measure the number of responses. 6. Construct the preliminary messages. One of the significant advantages that email marketing offers is the ability to test many variables quickly to determine the most effective message and delivery. We will create different messages with different combinations of variables to test for the best choices. Examples of variables are the "from address", using text vs. HTML in the email, using images vs. no images, offering a 10% discount vs. a 20% discount, and many others. 7. Test. We'll send the different versions of the email messages to subsets of your mailing list and track the results of each version. We use predictive modeling techniques to test multiple combinations of variables with a minimal sample size. The test will indicate the most effective combination of variables. 8. Construct the final message and send it We'll develop the final message based on the results of the test, send it, and measure the response. |
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