How To Create an Email Marketing Strategy for a Client
I’m in the process of creating an email marketing strategy for a client. As I put together this plan, I wrote an article with the key steps to creating an effective email marketing strategy.
Key Steps to Creating an Email Marketing Strategy
Define the goals and objectives
Start by understanding the client’s overall marketing goals and how email marketing can support those goals. For example, is the primary goal to generate leads, increase sales, or build brand awareness? Once you clearly understand the objectives, you can develop a strategy that aligns with those goals.
Define the target audience
Who are the ideal recipients for the client’s emails? Segment the audience based on demographics, interests, behaviors, and other factors that can influence engagement with email content.
Choose an email service provider (ESP)
Select an ESP that suits the client’s needs and budget. Consider factors like email automation, list management, analytics, and integrations with other marketing tools. Find out why I love using Flodesk, at just $19/month.
Create a content plan
Develop a plan for the type of content that will be included in the emails. Consider the audience’s needs, pain points, and interests. A mix of informative and promotional content works well. Decide on the frequency of emails and what kind of calls-to-action (CTAs) will be included.
Design the email templates
Design visually appealing email templates that align with the brand’s identity and resonate with the audience. Make sure the templates are mobile-responsive and easy to read.
Test and optimize
Test different email elements, such as subject lines, content, CTAs, and send times. Analyze the data to optimize the email campaigns for better engagement and conversion rates.
Monitor and measure results
Continuously monitor the email campaigns’ performance and measure the success against the established goals. Use the data to improve the email marketing strategy and refine future campaigns.
Remember, successful email marketing campaigns require continuous optimization and refinement. Regularly reviewing and analyzing the campaign’s data can help improve the strategy’s effectiveness.
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